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.

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.”

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.
The Latest

The company's Series A shares will continue to trade following a reverse stock split while its Series B shares will be delisted.

Communicating clearly with your staff is key to navigating turbulent times, writes columnist Peter Smith.

The “Inner Journey” collection debuted as the brand celebrated its 25th anniversary, with designs inspired by Morais’ journey.

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

Sales for Richemont’s four jewelry brands increased 8 percent, while watch sales picked up toward the end of the year.


Two scholarships are available, one for new and non-members and another for NAJA certified members.

The retailer’s new flagship is set to open in October at the Tuscan Village development in Salem, New Hampshire.

Supplier Spotlight Sponsored by GIA

Sapphires, emeralds, and rubies are finding their place in a U.S. market captivated by the gemstones once referred to as “semi-precious.”

Plus, parent company Saks Global announces plans to cut ties with up to 600 vendors.

Peter Smith joined Michelle Graff to chat about the state of brick-and-mortar stores and share a few book and podcast recommendations.

The necklace features a candy-colored Australian white opal in 18-karat Fairmined gold, as the brand was named a Fairmined ambassador.

Sponsored by the Las Vegas Antique Jewelry and Watch Show

A private American collector purchased the 10-carat fancy vivid blue diamond.

The designer has taken the appeal of freshly picked fruit and channeled it into a capsule collection of earrings, necklaces, and pendants.

The country’s gem and jewelry exports fell 5 percent year-over-year last month, while imports declined 18 percent.

Around 54 million Americans and counting live with a disability. Here’s how to make your jewelry store and website more accessible.

The event is also accepting poster submissions now through June 16.

Before Pope Leo XIV was elected, a centuries-old procedure regarding the late pontiff’s ring was followed.

The one-of-a-kind platinum Rolex Cosmograph Daytona was estimated to fetch up to $1.7 million.

While the product has entrenched itself in the market, retailers and consultants are assessing the next phase of the category’s development.

The police are trying to identify the man suspected of robbing two Tiffany & Co. locations in the area.

The well-known Maine jeweler takes over for Brian Fleming and will serve a one-year term.

The donation was the result of the brand’s annual Earth Day Ingot event.

Located in NorthPark Center, the revamped store is nearly 2,000 square feet larger and includes the first Tudor boutique in Dallas.

The nonprofit has made updates to the content in its beginner and advanced jewelry sales courses.

BIJC President Malyia McNaughton will shift roles to lead the new foundation, and Elyssa Jenkins-Pérez will succeed her as president.