MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignMajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry
The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
Zales launched the “Own It” campaign as part of its rebrand, encouraging shoppers to wear fine jewelry for any occasion.
Dallas—Zales, which celebrated its 100th anniversary last year, is ready for a rebrand.
The Signet Jewelers-owned banner launched the “Own It” campaign Tuesday, a playful take on fine jewelry that invites a new generation of jewelry shoppers to get to know Zales.
Directed by filmmaker Marie Schüller and captured by photographer Hannah Sider, the campaign marks a pivotal moment for Zales, said the brand, as it looks to form a new identity.
The goal is to encourage fashion-forward customers to wear fine jewelry every day rather than just for special occasions.
“Jewelry is not just about marking milestones; it’s about elevating everyday moments. With this new campaign, we’re inviting our customers to embrace their individuality, wear what they love, and, most importantly, ‘Own It’,” Zales President Kecia Caffie said.
Related stories will be right here …
The Signet Jewelers-owned banner launched the “Own It” campaign Tuesday, a playful take on fine jewelry that invites a new generation of jewelry shoppers to get to know Zales.
Directed by filmmaker Marie Schüller and captured by photographer Hannah Sider, the campaign marks a pivotal moment for Zales, said the brand, as it looks to form a new identity.
The goal is to encourage fashion-forward customers to wear fine jewelry every day rather than just for special occasions.
“Jewelry is not just about marking milestones; it’s about elevating everyday moments. With this new campaign, we’re inviting our customers to embrace their individuality, wear what they love, and, most importantly, ‘Own It’,” Zales President Kecia Caffie said.
Beyond the new campaign, Zales is also expanding its merchandise assortment, with product offerings like its “Stellar Allure” lab-grown diamond jewelry and its “Whimly by Zales” collection, which offers stackable designs at accessible price points.
“Whimly” features 10- and 14-karat gold and 18-karat gold-plated earrings, necklaces and rings with lab-grown diamonds or colored gemstones, with prices starting around $30.
The brand will also be focusing on customization and personalization.
“Jewelry is for every occasion—morning coffee, dog walks, even the gym,” Zales Creative Director Lionel Cipriano said.
“We’re here to make fine jewelry effortless, wearable, and unapologetically you. No rules, just stunning pieces that fit your life. Diamonds with denim? Absolutely. Gold hoops for the morning commute? Why not, When you wear what makes you feel good, you shine. So, own it.”
“Jewelry is for every occasion—morning coffee, dog walks, even the gym,” according to Zales Creative Director Lionel Cipriano.
Zales also will introduce a “store of the future” concept, it said, reimagining its physical stores with new digital aspects for a more “self-serve” and personalized shopping experience.
The retailer will also take a digital-first media strategy, expanding into new channels like mobile gaming while also continuing its influencer partnerships to connect with younger audiences and highlight the importance of peer-to-peer recommendations.
Zales’ parent company Signet Jewelers’ is in the midst of enacting a new turnaround plan, called “Grow Brand Love.”
The plan focuses in part on creating a clear distinction among its banners, renovating some stores while closing others, and expanding its merchandise assortment to include more lower-priced jewelry for gifting and shoppers looking to buy something for themselves.
More on Majors
The Latest
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement RingThe singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ BraceletThe bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry HeistThe heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’sThe 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week.
Weekly QuizJun 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry ShoppingThe Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56KThe historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New JewelsTo mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough RubyThe gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.
TechnologyJun 18, 2025
Alex Brown Named President of Smithee GroupFounder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.
ColumnistsJun 17, 2025
Peter Smith: Is Your Comp Plan a Hiring Hindrance?If you want to attract good salespeople and generate a stream of “sleeping money” for your jewelry store, then you are going to have to pay.
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry SaleThe top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.
EditorsJun 16, 2025
Q&A: Bogolo Joy Kenewendo on Mining, Tariffs, and the Energy of Las VegasFollowing visits to Vegas and New York, Botswana’s minerals minister sat down with Michelle Graff to discuss the state of the diamond market.
IndependentsJun 16, 2025
Greenwich St. Jewelers Launches Commitment Campaign Celebrating LGBTQ+ CouplesThe “Your Love Has the Perfect Ring” campaign showcases the strength of love and need for inclusivity and representation, the jeweler said.
MajorsJun 16, 2025
Ivette Nersesyan-Stephanopoulos Joins Tiffany & Co.The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.
MajorsJun 16, 2025
Catbird Names WNBA Star Nyara Sabally as Its New Brand AmbassadorThe New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.
CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear EarringsTake a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education ConferenceThe one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella SophieThe California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias GabrielThe foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins BonhamsAssimon is the auction house’s new chief commercial officer.
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and TariffsThe De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American FlagshipThe Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board LeaderIndustry veteran Anoop Mehta is the new chairman and independent director of the IGI board.
