Zales wants to be the go-to jewelry destination for the new generation of “confident, on-trend women.”
The retailer has launched a new branding campaign, “Own It,” that flips the script on traditional fine-jewelry marketing by championing the belief that such jewelry is meant to be worn every day — as opposed to being saved for special occasions. The campaign marks a pivotal shift for Zales as it asserts a fresh identity for a new generation of confident, fashion-forward consumer, the company said.
“Jewelry is not just about marking milestones; it’s about elevating everyday moments,” said Kecia Caffie, president, Zales. “With this new campaign we’re inviting our customers to embrace their individuality, wear what they love, and, most importantly, Own It.”
Zales is also testing a “store of the future” concept that reimagines the in-store experience and blends digital integration with vibrant, curated displays for a more self-serve, personalized shopping experience.
On the media front, the brand is embracing digital-first strategies, exploring new channels such asmobile gaming, CTV, and interactive social formats while doubling down on influencer partnerships to better connect with younger audiences and highlight the importance of peer-to-peer recommendations.
In addition, Zales is expanding its product assortment with unique, trend-driven collections such Stellar Allure’s modern lab-grown diamond fashion designs, and Whimly by Zales, which features accessible price points along with stackable, layer-friendly designs. Customization and personalization take center stage, allowing customers to craft pieces that are truly their own.
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Zales is operated by Signet Jewelers Limited, the world’s largest retailer of diamond jewelry. Signet operates approximately 2,600 stores under a variety of banners.
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