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
WatchesOct 06, 2025
This Fall, Citizen’s Forecast Calls for RainCitizen’s new “Rainell” women’s watch has a raindrop-shaped case and is available with a silver-, gold-, purple-, or green-colored dial.
AuctionsOct 06, 2025
The ‘Rolex That Made Rolex’ Heads to Auction at Sotheby’s The “Mercedes Gleitze Rolex Oyster,” named for the British endurance swimmer who made it famous, will go up for sale next month.
GradingOct 06, 2025
GIA India Names Former De Beers Exec as New Managing DirectorAmit Pratihari was previously the managing director of De Beers India and Forevermark India.
Brought to you by
JA New York Fall Is Right Around the CornerThe upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.
SourcingOct 06, 2025
SoCal 24 Karat Club Integrates Into Diamond Club West CoastMembers of the Jewelers 24 Karat Club of Southern California will gain access to expanded services, resources, and connections, DCWC said.
Weekly QuizOct 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsOct 03, 2025
Selena Gomez, Benny Blanco Tie the Knot Wearing Diamonds, White MetalsGomez’s jewelry included Tiffany & Co. drop-style earrings while Blanco stacked diamonds from Jacob & Co. on his wrist.
GradingOct 03, 2025
Grading Lab HRD Antwerp Names New CEODiamond industry banking veteran Paul De Wachter will take on the role in January 2026.
TrendsOct 03, 2025
Piece of the Week: Kallati’s Pink Sapphire RingTaylor Swift flaunts an Elizabeth Taylor-esque gemstone in promo for her new album, “The Life of a Showgirl.”
CollectionsOct 02, 2025
Boucheron Debuts Cuffs Crafted With 3D-Printed SandIts “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.
CrimeOct 02, 2025
$1M in Jewelry Stolen in Northern California Smash and Grab Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.
TrendsOct 02, 2025
Amanda’s Style File: October’s Colorful ShowThe month’s birthstones, tourmaline and opal, complement the palette of autumn.
ColumnistsOct 01, 2025
Peter Smith: Why Vendor Success Starts With Self-ReflectionSmith shares the importance of looking at your company with openness and honesty to identify opportunities you may be missing.
EditorsOct 01, 2025
Playing Favorites: The Best Jewelry From VicenzaoroAssociate Editor Natalie Francisco visited Italy to spot jewelry trends at the September Vicenzaoro show and share her top finds.
SurveysOct 01, 2025
Consumer Confidence Hits 5-Month Low in September Respondents were concerned about job availability and rising prices.
SourcingOct 01, 2025
Gemfields’ H1 Revenue Falls 47%Its latest interim financials revealed a challenging first half due in part to production troubles at its mines.
CrimeSep 30, 2025
2 Suspects Charged in $300K Sleight-of-Hand Jewelry Store ScamTwo men allegedly used counterfeit bills to purchase luxury watches and jewelry from a North Carolina jeweler.
CollectionsSep 30, 2025
Billie Eilish, Finneas Partner with John HardyThe “Lovestruck” collection, designed with the Academy and Grammy award-winning siblings, is the brand’s first lab-grown diamond offering.
IndependentsSep 30, 2025
Spinelli Kilcollin Announces Residency in DallasThe brand, celebrating its 15th anniversary, has popped up at Market, a luxury fashion destination in Highland Park Village.
IndependentsSep 29, 2025
Nina Pugliese, Longtime Henne Jewelers Employee, Dies at 65She was remembered as a creative and generous woman of faith, who also had a sweet tooth.
TrendsSep 29, 2025
Amanda’s Style File: Ear FocusMove over neck mess, the ear story is the way to make a layering statement today.
IndependentsSep 29, 2025
Mark Henry Jewelry to Debut in CanadaThe New York-based brand is set to launch a limited-time offering for the holiday season at Holt Renfrew in Toronto.
MajorsSep 29, 2025
Overnight Releases New Bridal CatalogThe “Volume 7” bridal catalog features best-selling engagement rings, trending styles, and a new section highlighting anniversary bands.
SurveysSep 26, 2025
Online Shopping, Influencers to Drive Holiday Spending, Mastercard SaysHoliday sales growth is expected to slow as consumers grapple with inflation and tariff-related uncertainty.
Events & AwardsSep 26, 2025
Winners of Austin Jewelry Design Contest Announced Jamie Turner Designs is among the winners of the local “Austin Shines” contest, hosted by Eliza Page, a jewelry store in Austin, Texas.
TrendsSep 26, 2025
Piece of the Week: Kwit Jewelry’s Square Signet Pinky RingThe red and azure colorway is one of many fun enamel pairings offered, bringing whimsy to the classic style of a monogramed signet ring.
Policies & IssuesSep 25, 2025
JA CEO Provides Tariff Update Following Annual Fly-InA trade deal with Switzerland seems probable, but reaching an agreement with India remains a challenge, David Bonaparte said.
