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
More on Majors
The Latest
IndependentsSep 08, 2026
Ricky Bromberg, Longtime President of Bromberg & Co., Dies at 67 Bromberg is remembered as a Southern gentleman who always wore a suit and tie and treated others with kindness.
TrendsSep 08, 2026
Amanda’s Style File: A Hot Take on September’s Birthstone With high durability and a wide range of colors to choose from, sapphires may be the ultimate birthstone, Gizzi claims.
ColumnistsSep 08, 2026
Peter Smith: Humor Is No Laughing MatterLaughter is often considered a distraction in the workplace, but it has benefits for both staff and management, Peter Smith writes.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
Weekly QuizSep 03, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
EditorsSep 03, 2026
Q&A: Simon G.’s CEO on Why He Won’t Use AI for Jewelry DesignZaven Ghanimian discussed the value of human craftsmanship and where the implementation of artificial intelligence does work.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
WatchesSep 03, 2026
Robert Pattinson Joins Jaeger-LeCoultre as Brand AmbassadorThe British actor, known for his roles in “Twilight” and “The Odyssey,” will star in a campaign for the Master Control Chronometre.
CollectionsSep 03, 2026
Sydney Evan Celebrates 25 Years With 4 New CollectionsThe “Confetti Disco,” “Champagne Cheers,” “Tuxedo,” and “Classic Punk” jewelry collections each capture a distinct spirit of celebration.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
AuctionsSep 02, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s “significant” collection of cat jewelry and other objects is going up for auction.
Events & AwardsSep 02, 2026
Emerald’s New Owner Introduces ‘Glitter in the Grove’The branding references the back-to-back jewelry shows that new parent company Forge will host in Miami's Coconut Grove this November.
AuctionsSep 01, 2026
UK Woman Uncovers Rare Patek Philippe Watch in Mom’s Jewelry BoxThe stainless steel Patek Philippe “Calatrava” watch from the 1930s sold for nearly $80,000 at a recent Hansons Cornwall auction.
ColumnistsSep 01, 2026
Your Jewelry Marketing Has a Bridal ProblemEngagement rings are important but don’t ignore the customers who are buying jewelry “just because,” Emmanuel Raheb writes.
MajorsSep 01, 2026
Kering Names New Pomellato, DoDo CEOsFormer Pomellato CEO Sabina Belli has been named president of Kering Italia amid a shakeup of Kering's new Jewelry division.
MajorsSep 01, 2026
Anne Marie Shulman Joins GPA GlobalThe veteran luxury packaging executive was appointed to help the company grow its North American business.
CrimeAug 31, 2026
$4M Van Cleef & Arpels Diamond Necklace Snatched From Vienna Museum Once the property of an Egyptian queen, the necklace was part of a larger exhibition of VCA jewelry at the Museum of Applied Arts (MAK).
GradingAug 31, 2026
GIA, Gübelin Gem Lab Confirm New Paraíba Tourmaline Deposit in EthiopiaThe labs’ separate investigations each determined that the East African country is producing copper-bearing tourmaline.
Events & AwardsAug 31, 2026
Wisconsin Museum to Host Jewelry Exhibition“Chicago Collects: Jewelry in Perspective” at the Oshkosh Public Museum will feature works by Fabergé, Lalique, and Louis Comfort Tiffany.
CollectionsAug 31, 2026
Catbird Launches First Men’s Jewelry CollectionThe “Worn Well” collection is Catbird's take on classic men's jewelry.
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
SourcingAug 28, 2026
Gareth Penny to Give Opening Speech at CIBJO Centenary CongressThe former De Beers CEO, and perhaps its next owner, will be a featured speaker at the event, slated for Sept. 4-7 in Italy.
IndependentsAug 28, 2026
Day’s Jewelers Honored With 3 Workplace AwardsThe employee-owned jeweler was named a “Best Place to Work” in Maine, New Hampshire, and for women.
