IndependentsApr 29, 2024
Venus Jewelers Relocating After 45 YearsMajorsApr 30, 2024
Zales Celebrates 100 Years With New Campaign
The brand also created a 100-carat lab-grown diamond necklace in honor of its centennial.
Zales’ new marketing campaign, launched in celebration of its 100th anniversary, celebrates the brand’s history and its future.
Akron, Ohio—Zales is kicking off its 100th anniversary with a new marketing campaign and a showstopper custom diamond necklace.
It began as a family business, founded in Wichita Falls, Texas, in March 1924. The company was acquired by Signet Jewelers in 2014.
The new campaign celebrates the brand’s history while looking forward to its future, said Zales.
It features more than 100 new diamond and gold styles, including gold and diamond chains, hoops, studs, rings, and bracelets. The campaign will also highlight “accessible” designs priced under $1,000.
It began as a family business, founded in Wichita Falls, Texas, in March 1924. The company was acquired by Signet Jewelers in 2014.
The new campaign celebrates the brand’s history while looking forward to its future, said Zales.
It features more than 100 new diamond and gold styles, including gold and diamond chains, hoops, studs, rings, and bracelets. The campaign will also highlight “accessible” designs priced under $1,000.
This year will be one of innovation for Zales, said the brand, with plans for product collections, brand partnerships, activations, and a “refreshed” store experience at select locations.
"As Zales celebrates its centennial, it's a meaningful moment to look back on a century of connecting with people and inspiring style, while also casting our gaze towards the future," said Kecia Caffie, president of Zales.
"Our customers appreciate choices, and as we embark on our next 100 years, we're dedicated to offering designs that feel fresh and exciting. Whether it's a personal treat, a thoughtful gift, or a milestone occasion like popping the question, Zales continues to be the place where customers can confidently bring their wow to every moment."
Zales’ marketing strategy aims to reposition the banner as “a fashion destination through authentic messaging and high-quality trend-right pieces.”
The banner wants to grow its audience by reaching younger shoppers, changing its messaging, content, and product mix to bring in “tech-savvy” shoppers, particularly through experiential and digital marketing and influencer partnerships.
Also part of its centennial celebration is a custom necklace set with more than 100 carats of lab-grown diamonds, a nod to Zales’ history as “The Diamond Store.”
The necklace features a 24-carat pear-shaped lab-grown diamond at the center with 10 strands of Riviera lab-created diamonds down the back of the necklace, one for each decade of the brand.
The custom piece showcases the brand’s craftsmanship and its custom design capabilities, said Zales.
It was worn by Becky G during her performance at the 2024 Oscars.
This custom diamond necklace features more than 100 carats of lab-grown diamonds in celebration of Zales’ centennial.
MajorsJan 15, 2024
James Avery Celebrates 70 Years
Editors' Picks
Sponsored by
More on Majors
The Latest
GradingJan 14, 2025
GIA CEO, President Susan Jacques to Retire at the End of 2025The grading lab said the search for her successor is underway.
ColumnistsJan 14, 2025
Jules Kim: Building Bridges Between Creators and IndustryIn this special op-ed, designer Jules Kim calls on big brands to collaborate with independent creators instead of copying their designs.
Policies & IssuesJan 14, 2025
These Designers and Retailers Are Raising Money for LA Wildfire Relief Several jewelry designers are lending a helping hand to charities in Los Angeles amid the raging wildfires.
Brought to you by
3 New Year’s Resolutions for Jewelry Lovers The new year feels like a clean slate, inspiring reflection, hope, and the motivation to become better versions of ourselves.
GradingJan 14, 2025
Former SSEF Director Henry A. Hänni DiesA pioneering figure in gemology, he is remembered for his spirit of generosity, curiosity, and joy.
Weekly QuizJan 09, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsJan 14, 2025
Signet Jewelers Lowers Q4 Guidance After Holiday Sales Fall ShortThe peak selling days leading up to Christmas did not meet the jewelry retailer’s expectations.
SourcingJan 13, 2025
Zambia Reinstates 15% Export Duty on Precious Gemstones, Shocking GemfieldsGemfields said the Zambian government revoked the 2019 suspension of the tax with no warning.
Brought to you by
A Diamond Is Forever Celebrates "Forever Present" Holiday CampaignA Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’
TechnologyJan 13, 2025
Ultrahuman Unveils Luxury Smart RingWith versions in 18-karat gold and platinum, the wearables company is blending health technology and fine jewelry.
Policies & IssuesJan 13, 2025
Brandee Dallow Elected President of Ethical MetalsmithsThe executive brings more than two decades of industry experience to the role.
IndependentsJan 13, 2025
The Seven Pops Up in Palm BeachThe New York City-based retailer is bringing its curation of jewels to a pop-up shop at Love Binetti in Palm Beach, Florida.
Policies & IssuesJan 10, 2025
Jewelers Relief Fund Reopened to Aid Victims of LA Fires Created by JA and DCA, the fund is collecting money for jewelry businesses damaged by the wildfires in Los Angeles County.
TrendsJan 10, 2025
Piece of the Week: Elsa Jin’s ‘Mozi’ BroochAdrien Brody received his first Golden Globe while wearing the “Mozi” brooch, which depicts a spill of traditional Chinese calligraphy ink.
SourcingJan 10, 2025
De Beers, GJEPC Partner to Promote Natural DiamondsThe pair will work together to support independent retailers in India with marketing assets, training materials, and other tools.
CrimeJan 09, 2025
US Customs Seizes Counterfeit Tiffany & Co. JewelsOfficers in Champlain, New York valued the jewels, if genuine, at nearly $30,000.
CollectionsJan 09, 2025
Karma El Khalil’s New Collection is an Ode to the MoonThe “Moonlight Rhapsody” collection is overflowing with gemstones, from raw opal to morganite and spessartite.
Events & AwardsJan 09, 2025
Here Is the 2025 AGTA GemFair Tucson Educational LineupThe seminar series covers topics from market trends and colored stone terminology to working with museums and growing an Instagram profile.
SourcingJan 09, 2025
Reena Ahluwalia Unveils New Works in ‘Diamond Trails’ AnthologyThe artist collaborated with industry creatives on the project, which features five fictional stories and five corresponding paintings.
IndependentsJan 09, 2025
Virginia Jewelers Raise Nearly $26K for Children’s Hospital at Charity BallNine jewelers donated jewels for a raffle to support the Children’s Hospital Foundation at Virginia Commonwealth University.
WatchesJan 08, 2025
Oris Debuts Hot Pink Miss Piggy WatchMiss Piggy shared her thoughts on being fabulous, the importance of accessories, and how to be your own cheerleader.
Lab-GrownJan 08, 2025
Effy Introduces Brand Dedicated to Lab-Grown Diamonds“Promise by Effy” includes fashion jewelry and engagement rings.
IndependentsJan 08, 2025
Haltom’s Jewelers to Close After 130 YearsThe Texas-based jeweler is closing all three locations.
TrendsJan 08, 2025
Zendaya’s Engagement Ring Combines Vintage and Modern ElementsZendaya’s ring, featuring an east-west set elongated cushion-cut diamond, is said to be from British designer Jessica McCormack.
ColumnistsJan 07, 2025
The Smart Lab: The Hottest Digital Marketing Trends For 2025Micro-influencers, customer reviews, and shoppable videos are going to be key to getting customers’ attention, Emmanuel Raheb writes.
TrendsJan 07, 2025
Amanda’s Style File: January Is for GarnetGarnet is comprised of a group of minerals, giving those with a birthday in January options when it comes to their birthstone.
IndependentsJan 07, 2025
Edge Retail Academy Names 2024 ‘Wag’ Award Winner The annual award, created in memory of business coach William “Wag” Wagner, went to a retailer in Fairfax, Virginia.
SourcingJan 07, 2025
Columbia Gem House To Debut Lightning Ridge Opal CollectionThe wholesaler is partnering with Australian brand Cheal Opal on a new offering of calibrated stones.
