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
Events & AwardsMar 03, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on March 13.
SourcingMar 03, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
TrendsMar 03, 2026
Amanda’s Style File: AquatopiaThese aquamarine jewels channel the calming energy of the March birthstone.
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.
Events & AwardsMar 03, 2026
AGTA Adds Another New Category for SpectrumThe “Innovative Design” category and award will debut in the Spectrum division of this year’s AGTA Spectrum & Cutting Edge Awards.
Weekly QuizFeb 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsMar 02, 2026
Jewelry at the Actor Awards: Reimagining Hollywood GlamourDiamond jewelry was the star of the event formerly known as the SAG Awards.
SurveysMar 02, 2026
Consumer Confidence Edges Up in FebruaryConsumers were somewhat less worried about the future, though concerns about rising prices and politics remained.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
Events & AwardsMar 02, 2026
JVC to Honor Rebecca Foerster at Annual LuncheonFoerster is this year’s Stanley Schechter Award recipient.
Events & AwardsMar 02, 2026
JFC Names 2026 ‘Facets’ Honorees Sponsorships and tickets to the annual fundraising event, set for May 31, are available now.
CrimeFeb 27, 2026
Man Charged in Murders of Father, Son Jewelers in ChicagoChicago police and members of the U.S. Marshals Service tracked down the 35-year-old suspect earlier this week in St. Louis.
SourcingFeb 27, 2026
South African Diamond Mine Closes Amid Search for Missing WorkersOwners of the Ekapa Mine reportedly filed for liquidation about a week after a mudslide trapped five workers who have yet to be found.
CollectionsFeb 27, 2026
Renato Cipullo Turns Gold into HardstonesThe “Splendente” collection has evolved to feature hardstone letter pendants, including our Piece of the Week, the onyx “R.”
AuctionsFeb 26, 2026
Noonans to Auction Lady Wardington’s JewelryThe jewelry collection belonged to “one of society's most glamorous and beautiful women of the mid-20th century,” said the auction house.
SourcingFeb 26, 2026
Anglo American CEO Gives Insight Into De Beers SaleThe update came as Anglo took its third write-down on the diamond miner and marketer, which lost more than $500 million in 2025.
ColumnistsFeb 26, 2026
Practical Ways Jewelers Can Leverage AI in 2026Emmanuel Raheb discusses the rise of “GEO” and the importance of having well-written, quality content on your website.
CrimeFeb 26, 2026
Three Sentenced in California Jewelry HeistEach received around four years for burglarizing a jewelry store and a coffee shop in Simi Valley, California, last May.
Events & AwardsFeb 26, 2026
GIA Names 2026 Jewelry Design Contest Winner, Retires Annual AwardCatherine Aulick, a GIA graduate, received the ninth and final Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.
TrendsFeb 25, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
EditorsFeb 25, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
PodcastsFeb 25, 2026
Episode 2: Jewelry Trends & Does the Red Carpet Matter?Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.
WatchesFeb 25, 2026
Private Equity Firms Write Down Value of Breitling, Report SaysThe Swiss watchmaker is battling declining sales amid a rapid retail expansion, according to a Financial Times report.
CollectionsFeb 25, 2026
Rahaminov Diamonds’ New Campaign Honors Its MatriarchThe campaign celebrates Giustina Pavanello Rahaminov, the co-founder’s wife and matriarch of the family-owned brand, for her 88th birthday.
IndependentsFeb 25, 2026
Borsheims Names 2025 ‘Ike-It’ Award WinnerRachel Bennett, a senior jeweler who has been with Borsheims since 2004, earned the award.
Policies & IssuesFeb 24, 2026
IEEPA Tariffs Terminated, New 10% Tariff Already ImposedAfter the Supreme Court struck down the IEEPA tariffs, President Trump imposed a 10 percent tax on almost all imports via a different law.
IndependentsFeb 24, 2026
Sherry Smith Now Principal Partner at The Retail SmithsThe industry veteran, who was with The Edge Retail Academy for 14 years, joins her husband at the company he founded in 2022.
IndependentsFeb 24, 2026
Yafa Signed Jewels to Open Store in MiamiThe vintage signed jewelry retailer chose Miami due to growing client demand in the city and the greater Latin American region.
