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
SourcingOct 23, 2026
Rachel Chalchinsky’s ‘Survivor Tribute’ RingThe ring, our Piece of the Week, was designed by eight-year breast cancer survivor Rachel Chalchinsky of Color Source Gems.
TechnologyOct 23, 2026
JA Unveils New Website, LogoThe website offers enhanced member benefit access, industry directories, educational resources, a job board, and access to the MJSA Journal.
FinancialsOct 23, 2026
Kering’s Jewelry Sales Up Double Digits in Q3Boucheron and Pomellato had a strong third quarter, with Kering looking at jewelry as an increasingly important part of its portfolio.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
CrimeOct 22, 2026
Jeweler Shot and Killed in His Suburban Cincinnati Store Tara Sinchuri was the owner of Everest Jewels in Fairfield, Ohio, and a father of three. He was found dead in his store on Tuesday.
Weekly QuizOct 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsOct 22, 2026
JIS Fall 2026 Reports Record-Breaking Attendance The number of participants at the fall show was up 12 percent.
CollectionsOct 22, 2026
Billie Eilish, Finneas Co-Design Collection for John HardyThe Academy and Grammy award-winning siblings have collaborated with John Hardy on a new jewelry line inspired by their personal style.
Brought to you by
Open an Account, Get $50 Off Your First Order. No Code Needed.Built on Relationships. Refined by Craft.
PodcastsOct 21, 2026
Episode 10: This Episode Is Haunted Diana Singer shared the stories of two “cursed” diamonds on this month’s podcast, which was inexplicably riddled with technical issues.
IndependentsOct 21, 2026
Gardner-Collier Jewelry to Close After 9 Decades in BusinessThe family-owned jeweler has three locations across Missouri and Iowa.
SourcingOct 21, 2026
Venetia Mines Final Carats Ahead of 2-Year ShutdownThe De Beers-owned diamond mine in South Africa is being put on ice as part of a round of previously announced cost-cutting measures.
CollectionsOct 21, 2026
Helzberg, Nordstrom Carrying New Jewelry Collection From Off-WhiteThe collection centers designs with clean geometric lines, chunky sculptural pieces, and recognizable details from the luxury fashion brand.
SourcingOct 21, 2026
Gemfields’ Mixed-Quality Ruby Auction Earns $52MThe miner said it saw particularly strong prices for larger, fine-quality rubies at the sale.
CrimeOct 20, 2026
Security Guard Charged With Murder in Shooting at Texas MallThe guard opened fire on a man who was smashing a jewelry display case at La Gran Plaza in Fort Worth last week, police said.
IndependentsOct 20, 2026
David Gardner’s Jewelers Unveils Newly Expanded, Revamped ShowroomThe Texas jeweler added 2,000 square feet to its reimagined showroom, complete with a new design studio and an event space.
SourcingOct 20, 2026
The $50M Victoria’s Secret ‘Fantasy Bra’ By The NumbersJacob & Co.'s diamond masterpiece is the most expensive Fantasy Bra ever worn on the Victoria’s Secret Fashion Show runway.
CollectionsOct 20, 2026
Mignon Faget’s Collection Chooses Handmade Over AIThe “Atelier” collection was inspired by the tools, rituals, and objects in an artist’s studio as a quiet rebuttal to an automated world.
MajorsOct 19, 2026
The Knot to Acquire Rival Wedding Planning Platform ZolaThe pending acquisition is an “exciting opportunity” for wedding vendors to grow their business, said The Knot Worldwide’s CEO.
SourcingOct 19, 2026
Jewelry Design Competition Show Airs in Thailand"The Secret Gems" features eight Thai jewelry brands paired with a team of young craftspeople who create jewelry together to win challenges.
CollectionsOct 19, 2026
John Hardy Enters the Medallion Chat With Talisman Collection The brand’s “Modern Talisman” capsule collection introduces pendants inspired by the mythology, natural world, and spiritual ethos of Bali.
IndependentsOct 19, 2026
The Stories of 5 Jewelers Celebrating Their Centennials in 2026Independent jewelers from New Mexico to New Jersey answer the question: What has kept your store in business for 100 years?
SurveysOct 16, 2026
How Inflation, Gas Prices Will Affect Holiday Sales The NRF is expecting holiday sales to increase this year, but consumers and retailers alike are facing Grinch-like headwinds.
CollectionsOct 16, 2026
Christina Puchi’s Earrings Hold the UniverseOur Piece of the Week gathers the planets, represented by a variety of colored gemstones, in a pair of 14-karat yellow gold earrings.
IndependentsOct 16, 2026
Reeds Jewelers Expands, Relocates FlagshipThe New York-based jeweler is moving its Amherst flagship store to a larger location in nearby Snyder.
MajorsOct 16, 2026
Katy Chen Appointed Executive Vice President of Graff USA Chen, who worked at Cartier and Tiffany & Co., will lead retail sales and operations for the luxury jeweler’s 11 U.S. stores.
IndependentsOct 15, 2026
Retailer Hall of Fame 2026: Amy and Elise Greenberg For 40 years, sisters Amy and Elise Greenberg have helmed their 126-year-old family business, leading with appreciation and integrity.
ColumnistsOct 15, 2026
Peter Smith: What Is the Culture REP?It’s a term Smith coined and felt compelled to share following a bad experience with an aborted flight and an unfeeling flight attendant.
