Zales Debuts the Digital Diamond Heirloom NFT
New York—Zales is bringing some sparkle to the metaverse.
The company is launching the Zales Digital Diamond Heirloom NFT, making it the first Signet Jewelers-owned banner to offer an NFT.
An NFT, or a non-fungible token, is a digital asset stored on a blockchain.
The collectible will be created using 3D renderings and animation with the design inspired by Zales’ “You Are My Diamond” promotion.
“At Zales, we strive to be at the forefront of innovation,” said Jamie Singleton, president of Kay, Zales, and Peoples.
“The launch of the Digital Diamond Heirloom NFT is an exciting new facet of our consumer-first strategy to continually engage with our customers, connect with their interests, and provide further value in this modern age.”
The NFT will be available as a gift with any Zales.com purchase.
There is no minimum purchase necessary, but the offer is only available for one day, on Dec. 13 until 11:59 p.m. EST.
After making a purchase, customers will receive a one-time link to create their own unique Zales NFT.
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Customers can create the NFT themselves or forward the link to someone else as a gift.
Zales joins a handful of jewelry and watch brands that have entered the metaverse.