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
ColumnistsSep 22, 2026
Peter Smith: Our Struggle With Emotional SellingPeople aren’t thinking rationally when they are buying luxury products, and we shouldn’t be selling them that way, Peter Smith writes.
IndependentsSep 22, 2026
Constance Polamalu Named to '40 Under 40' ListThe Baltimore Business Journal recognized the entrepreneur for her leadership in business and the jewelry industry.
GradingSep 22, 2026
GCAL by Sarine Opens New Lab in MumbaiThe facility is located within SEEPZ and is GCAL by Sarine’s second location in India, joining its existing grading lab in Surat.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
Events & AwardsSep 22, 2026
NYCJAOS Returns for Autumn EditionThe four-day show is slated for Nov. 19-22 at the Metropolitan Pavilion in New York City’s Chelsea neighborhood.
Weekly QuizSep 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsSep 21, 2026
Ultra-Rare Cartier Cheich Watch Sells for $3.4M Offered at Sotheby’s Hong Kong, the one-of-a-kind white gold watch now holds the title of most valuable Cartier wristwatch sold at auction.
IndependentsSep 21, 2026
Bhindi Jewelers Moves Into New, Larger California StoreThe relocated Glendale store, now at The Americana at Brand, was designed to be a contemporary “timepiece haven” inspired by luxury resorts.
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.
AuctionsSep 18, 2026
7.52-Carat Unheated Paraíba Tourmaline Sells for $1.3M at Sotheby’s The top lot of the auction house’s Hong Kong jewelry sale was an Art Deco Mauboussin necklace with ruby beads, which sold for $2 million.
Policies & IssuesSep 18, 2026
Tariffs, Retail Crime Top of Mind at JA’s Annual Fly-In Retailers and manufacturers headed to the Capitol this week to discuss tariff exemptions for diamonds and gemstones, among other issues.
CollectionsSep 18, 2026
Nanis Transforms Its ‘Boule’ Into a Mirror Our Piece of the Week is a pair of drop earrings from the “Sway” collection featuring Nanis’ first use of mirror-polished gold.
GradingSep 18, 2026
De Beers Introduces Faster Version of Diamond Screening Machine SynthDetect 2 can scan a full tray in less than five minutes, De Beers said, making it six times faster than its predecessors.
AuctionsSep 18, 2026
Noonans To Auction Medieval Gold Seal Ring Recovered By 2 FriendsTwo metal detectorists discovered the ring, which may have belonged to English noblewoman Matilda of Lancaster, in Suffolk.
Policies & IssuesSep 17, 2026
Tariffs on India Could Increase as Russian Sanctions Bill Heads to Trump’s DeskThe bill has a provision that allows the president to raise tariffs on countries that import Russian oil and gas to as much as 100 percent.
Events & AwardsSep 17, 2026
This Is the Winner of the 2026 Robert M. Shipley AwardThe American Gem Society presented the annual award to a former president of its board.
CollectionsSep 17, 2026
Cynthia Erivo, Zoë Chicco’s Jewelry Collab Is an Ode to TransformationThe “Chrysalis” capsule centers butterfly motifs representing growth, transformation, and the unfolding of who you are.
Events & AwardsSep 17, 2026
Louisiana Retailer Kevin Patton Wins Lifetime Achievement AwardJewelers of Louisiana presented Patton, the third-generation president of Pattons Fine Jewelry, with the award at its annual convention.
PodcastsSep 16, 2026
Episode 9: Remembering Cindy EdelsteinTwo special guests join the podcast to commemorate the 10th anniversary of the designer advocate, mentor, and author’s untimely passing.
CollectionsSep 16, 2026
Jessica McCormack, L’Objet Collab on Homewares CollectionMcCormack brings sea-inspired motifs from her “Beaches” collection to L’Objet’s tableware, vanity pieces, and first-ever cutlery set.
CrimeSep 16, 2026
JSA Issues Warning to NJ Jewelers After Rash of Smash and GrabsNine New Jersey jewelers have been victims of smash-and-grab robberies this year, prompting JSA to circulate a list of recommendations.
IndependentsSep 16, 2026
Bromberg & Co. Names New PresidentMarlin “Brian” Hood, who has been with the store for 20 years, will succeed Ricky Bromberg, who died earlier this month.
MajorsSep 16, 2026
Midas Chain Releases ‘House of Midas’ Bridal CatalogThe new bridal catalog features the latest jewelry collections and designs from timeless classics to modern silhouettes.
EditorsSep 15, 2026
2026 Emmys Jewelry: An Either/Or Proposition Stars wore either a necklace or earrings at 78th Primetime Emmy Awards but rarely both, Natalie Francisco notes.
ColumnistsSep 15, 2026
The Levels Your Website Must Clear Before AI Recommends YouJennifer Shaheen compares this new era of AI-powered SEO to a video game: your website must clear one level before advancing to the next.
IndependentsSep 15, 2026
Armadani Launches Retail Support Program for Holiday SeasonThe program highlights “Made in Italy” fine jewelry with digital merchandising, sales education, and local marketing support.
EditorsSep 15, 2026
Q&A: Signet Jewelers’ Joan Hilson on Diamond Demand, the HolidaysHilson, Signet’s chief operating and financial officer, discussed Q2, resurgent natural diamond demand, and why Blue Nile is a standout.
ColumnistsSep 14, 2026
Sherry Smith: Stop Waiting for December to Save Your ChristmasThe stores that have a great December are the ones that made good decisions in August, September, and October, Sherry Smith writes.
