Zales was established by brothers Morris and Willian Zales in the year 1924 in Texas. It expanded into 12 separate locations in the 1930s. It started a major shift in strategy that revolutionized the face of the US jewelry market. They shifted into indoor shopping malls. Today, Zales Corporation has several jewelry chain store brands. The popularly known is Zales itself that is operating in nearly 700 stores all over the 50 US states and Puerto Rico. They operate as well Zales Outlet stores at more than 130 of the biggest outlet malls in America. It targets the same level of the market, operating in more than 190 locations. Zales Coroprating also operates in Canada under Mappins Jewellers and Peoples Jewellers.