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Zales Looking To Rebound.
Back in January 2006, Zales, a heavyweight merchant in the retail diamond and jewelry scene was reeling from its ill-conceived shift from its core customers towards a more upscale market.
Like Coca-Cola back in the '80's with its "New Coke" formula, Zales painfully discovered with its significant loss of market share that you can't abandon a classic or a business formula that had worked successfully for years.
Changing CEO's seems to have awakened Zales and made them smell the coffee.
Under new CEO Betsy Burton, Zales is getting back to what their clientele wants and has always wanted: diamond fashion rings, wedding and engagement rings, wedding bands, and bridal accessories and away from the avant garde upscale silver and gold designs.
This Holiday Shopping season which ranges from the beginning of October through Christmas will be a good indicator if Betsy Burton and Zales are back on the right track.
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