CollectionsJun 18, 2024
Zales Adds Dorian Webb, Nungu Diamonds to Designer EditMajorsAug 06, 2024
Zales, TikToker Sabrina Brier Partner on Jewelry Giveaway
The retailer is giving away jewelry in honor of its centennial.
TikToker and actress Sabrina Brier teamed up with Zales for its jewelry giveaway, gifting jewelry to 30 people in Madison Square Park in New York City.
Akron, Ohio—Zales is partnering with actress and TikToker Sabrina Brier for a month-long jewelry giveaway as part of the retailer’s 100th anniversary celebration.
For its “100 Reasons to Celebrate You” campaign and giveaway, Zales will be gifting jewelry at random this month.
To kick off the giveaway, Brier headed to Madison Square Park in New York City to gift jewelry to 30 people.
Zales is encouraging its customers to celebrate life’s milestones, big and small, so Brier gifted jewelry to those celebrating everything from anniversaries to being a health care worker.
“We love Sabrina's content, and her ability to connect with people and create engaging content made her an ideal choice to help promote our 100 Reasons Campaign and giveaway,” said Kecia Caffie, president of Zales, in an emailed statement.
“To continue our Centennial celebration, Zales and Sabrina surprised and delighted New Yorkers with jewelry pieces to celebrate just because moments — whether it's enjoying a nice day in the park, having a day out with your best friend, or celebrating a life milestone like an anniversary or promotion.”
For its “100 Reasons to Celebrate You” campaign and giveaway, Zales will be gifting jewelry at random this month.
To kick off the giveaway, Brier headed to Madison Square Park in New York City to gift jewelry to 30 people.
Zales is encouraging its customers to celebrate life’s milestones, big and small, so Brier gifted jewelry to those celebrating everything from anniversaries to being a health care worker.
“We love Sabrina's content, and her ability to connect with people and create engaging content made her an ideal choice to help promote our 100 Reasons Campaign and giveaway,” said Kecia Caffie, president of Zales, in an emailed statement.
“To continue our Centennial celebration, Zales and Sabrina surprised and delighted New Yorkers with jewelry pieces to celebrate just because moments — whether it's enjoying a nice day in the park, having a day out with your best friend, or celebrating a life milestone like an anniversary or promotion.”
Brier surprised this couple with a jewelry gift for each of them in honor of their one-year wedding anniversary.
Brier stopped to talk with a furry friend who was celebrating a fresh grooming.
Brier got her start on TikTok, starring in skits where she pretends to be relatable characters in one’s life, like the friend who takes everything personally or the one who never wants to go out.
She’s amassed nearly 820,000 followers on TikTok and 82.4 million views.
The remaining pieces will be given away at random online while supplies last.
Those interested can visit the giveaway website and fill out the contact form. They will be asked to share a short statement on what they’re celebrating.
Zales debuted its 100th anniversary marketing campaign in April, sharing the history of the Signet-owned banner while also looking to its future.
Its 100th year will be one of innovation for Zales, said the retailer, with plans for product collections, brand partnerships, activations, and a “refreshed” store experience at select locations.
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.
Editor’s Note: This story has been updated post-publication to reflect a change to the jewelry giveaway. Rather than giving away 100 pieces of jewelry as initially stated, Zales said it will give away jewelry while supplies last.
More on Majors
The Latest
CrimeMar 23, 2026
NYPD Looking for 3 Jewelry Store Robbery SuspectsThe group of women allegedly robbed two Catbird stores and one Gorjana location on the afternoon of March 9.
FinancialsMar 23, 2026
Movado’s Q4 Sales Rise As Demand Grows From Younger Shoppers, WomenMovado CEO Efraim Grinberg noted continued strength in the fashion watch and accessible luxury segments in the U.S.
TrendsMar 23, 2026
Marco Bicego’s New Campaign Showcases ‘The Art of Craft’After celebrating 25 years in 2025, the campaign marks a new chapter for the jewelry brand with the message that “Identity Creates Value.”
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
Events & AwardsMar 23, 2026
These Watch Brands Are Heading to Couture This YearCouture and Time to Watches announced the watch brands, from big names to independents, attendees will see at the show.
Weekly QuizMar 19, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsMar 20, 2026
Macy’s Turnaround Plans Shows Promise, Boosted by Bloomingdale’sPlus, why Saks Global’s bankruptcy may have given Bloomingdale’s an edge.
AuctionsMar 20, 2026
Sotheby's, De Beers Unveil ‘Jwaneng 28.88’ DiamondThe flawless, Type IIa stone is estimated to achieve up to $2.8 million at the auction house’s high jewelry sale in April.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
TrendsMar 20, 2026
‘Frankenstein’ Costume Designer Is Bejeweled In Brooches for Oscars WinCostume designer Kate Hawley wore three archival Tiffany & Co. brooches, our Pieces of the Week, while accepting her first Oscar.
FinancialsMar 19, 2026
Signet Jewelers to Close 100 Stores, Shutter James Allen BannerThe jewelry retailer announced changes to its store network and brand portfolio during its fourth-quarter earnings call.
SurveysMar 19, 2026
NRF Forecasts 4% Retail Sales Growth in 2026From a weaker labor market to inflation, NRF Chief Economist Mark Mathews gave insight on what retailers can expect this year.
AuctionsMar 19, 2026
26-Carat Diamond Tops $1M at AuctionThe historic stone, which sold at Elmwood’s in London, is the largest white diamond to be offered on the U.K. market in more than a decade.
Events & AwardsMar 19, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach in Las Vegas on May 31.
AuctionsMar 18, 2026
Collection of the ‘Severely Beautiful’ Lady Wardington Fetches $161KThe model and fashion editor’s gold evening bags were the top lots at the London sale, going for more than $25,000 each.
PodcastsMar 18, 2026
Episode 3: An Interview With Jewelry Designer Johnny NelsonFresh off winning the David Yurman Gem Awards Grant, Nelson discusses the ring that launched his career and his plans for the future.
SourcingMar 18, 2026
Lucara Recovers Nearly 37-Carat Blue DiamondThe “stunning” Type IIb stone was found via x-ray technology at its Karowe mine in Botswana.
Events & AwardsMar 17, 2026
The Best Moments From the 2026 Gem Awards Held just before the Oscars, the jewelry industry’s big awards show had its share of standout jewelry, gowns, and acceptance speeches.
SourcingMar 17, 2026
Cruzeiro Mine Debuts ‘Winter Tourmaline’The Brazilian mine’s new collection features cabochons in soft, muted shades like silver and lilac.
TrendsMar 17, 2026
Natalie Portman Is Tiffany & Co.’s New AmbassadorThe Academy Award-winning actress stars in Tiffany & Co.’s latest commercial, which debuted Sunday night during the Oscars.
EditorsMar 16, 2026
2026 Oscars Jewelry: One Necklace After AnotherNatalie Francisco rounds up the top Oscars jewels, including Rose Byrne’s Taffin necklace with a more than 20-carat yellow-brown diamond.
WatchesMar 16, 2026
TAG Heuer Has a New CEOBéatrice Goasglas has been with TAG Heuer since 2018. She is the first woman to head the 166-year-old, LVMH-owned watch brand.
IndependentsMar 16, 2026
Ben Bridge Debuts New Honolulu BoutiqueThe store features the first in-store build for the jeweler’s in-house “Bella Ponte” bridal brand.
AuctionsMar 16, 2026
Bonhams Paris To Offer Antique, Signed Jewels The live fine jewelry auction will take place later this week, showcasing antique pieces, rare gemstones, and signed jewels.
CollectionsMar 13, 2026
A Trio of Jewels from the 3 Gem Award Nominees for Jewelry DesignOur Pieces of the Week honor the 2026 nominees for the Gem Award for Jewelry Design, Silvia Furmanovich, Cece Fein-Hughes, and Catherine Sarr.
WatchesMar 13, 2026
Citizen, Vera Wang to Launch Watch CollectionThe 24-piece watch collection is set to debut in spring 2027.
SourcingMar 13, 2026
Andrea Pooler Joins Third-Generation Diamond Company as COO Pooler, who has more than 25 years’ experience in jewelry, is now chief operating officer of Modani Jewels, Soham Diamonds, and SNJ Creations.
MajorsMar 13, 2026
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe reopening of the Waldorf Astoria means a homecoming for the industry group’s annual event, which will take place Saturday.
