Exhibit 99.1

Zale Corporation  Announces Comparable Sales Increases of 2.1 Percent for Fourth
Quarter and 3.9 Percent for Fiscal Year 2004;  Also  Announces $50 Million Stock
Repurchase Program

     DALLAS--(BUSINESS  WIRE)--Aug. 5, 2004--Zale Corporation (NYSE:ZLC),  North
America's  largest specialty  retailer of fine jewelry,  reported today that for
the fourth quarter ended July 31, 2004,  comparable  store sales increased 2.1%.
Total  revenues for the period were $456  million  compared to last year's total
revenues of $442 million, an increase of 3.2%.
     For the fiscal  year,  total  revenues  increased  4.2% to $2.304  billion,
compared to $2.212  billion for the prior  fiscal year.  On a  comparable  store
basis, sales increased 3.9% for the year.
     "These sales results met our  expectations  for the fourth quarter and have
us  well-positioned  as we enter our new fiscal year,"  commented Mary L. Forte,
President  and Chief  Executive  Officer.  "During  the  course of the year,  we
continued to fine-tune our merchandise  assortments,  strengthened our clientele
development  efforts and made  operational  adjustments  to improve our in-stock
positions, all of which had a positive impact on our sales performance."
     The Company  further  commented  that it was  comfortable  with the current
consensus earnings estimate of $0.13 per share for its fourth fiscal quarter.
     Separately,  the Company announced that its Board of Directors has approved
a stock repurchase program pursuant to which the Company,  from time to time and
at  management's  discretion,  may purchase up to an aggregate of $50 million of
Zale common  stock on the open  market.  This action  represents  the  Company's
eighth consecutive year of instituting a share repurchase program.
     "This  decision  demonstrates  our continued  confidence in the  underlying
strength of the business as we execute our strategic plan," commented Ms. Forte.
"Our commitment  remains to make  investments that create the most value for our
shareholders."
     Zale  Corporation  will  announce  its fourth  quarter and fiscal year 2004
earnings results on August 31, 2004. A conference call will be held at 9:00 a.m.
EDT. Parties  interested in participating  should dial 706-643-7467 five minutes
prior to the  scheduled  start time. A webcast of the call, as well as a replay,
will be available on the Company's Web site at www.zalecorp.com.  For additional
information, contact Investor Relations.

     Zale  Corporation is North  America's  largest  specialty  retailer of fine
jewelry  operating  approximately  2,235 retail locations  throughout the United
States,   Canada  and  Puerto   Rico,   as  well  as  through  the  Internet  at
www.zales.com.  Zale  Corporation's  brands include Zales  Jewelers,  Zales Fine
Jewelry Outlet, Gordon's Jewelers, Bailey Banks & Biddle Fine Jewelers,  Peoples
Jewellers, Mappins Jewellers and Piercing Pagoda. Additional information on Zale
Corporation and its brands is available at www.zalecorp.com.

     This release  contains  forward-looking  statements,  including  statements
regarding  the  Company's  objectives  and  expectations  regarding its earnings
estimates for fiscal year 2004, merchandising and marketing strategies,  results
of  operations  and share  repurchases  and  investments,  which are based  upon
management's  beliefs  as well as on  assumptions  made  by and  data  currently
available to management.  These forward-looking statements are not guarantees of
future  performance  and a variety of factors could cause the  Company's  actual
results to differ  materially from the anticipated or expected results expressed
in these forward-looking  statements.  The following list, which is not intended
to be an all-encompassing list of risks and uncertainties affecting the Company,
summarizes  several  factors that could cause the  Company's  actual  results to
differ  materially from those  anticipated or expected in these  forward-looking
statements:  that low or  negative  growth in the  economy  or in the  financial
markets will occur and reduce  discretionary  spending on goods that are, or are
perceived to be, "luxuries;" that levels of mall traffic may decline as a result
of economic or other factors; that warehousing and distribution productivity and
capacity  can  be  further  improved  to  support  the  Company's   distribution
requirements; that strong competitive responses may impact the Company's efforts
to leverage its brand power with its marketing,  merchandising  and  promotional
efforts;  that  seasonality  of the retail  jewelry  business  or  downturns  in
consumer  spending during the fourth calendar  quarter may adversely  affect the
Company's  results;  that the  Company may not be able to continue to manage its
inventory and product  supply  effectively to respond to consumer  demand;  that
fluctuations in diamond prices may negatively affect the business; that legal or
governmental  proceedings may have an adverse effect on the financial results or
reputation of the Company; that key personnel who have been hired or retained by
the Company may depart;  that any  disruption  in the  Company's  private  label
credit card  arrangement may adversely  affect the Company's  ability to provide
consumer  credit;  or that changes in government or regulatory  requirements may
increase the cost of or adversely affect the Company's  operations.  The Company
disclaims  any  obligation  to  update  or  revise  publicly  or  otherwise  any
forward-looking  statements to reflect  subsequent  events,  new  information or
future circumstances.

    CONTACT: Zale Corporation
             David H. Sternblitz, 972-580-5047