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
IndependentsNov 25, 2025
Pearl Stringer Margaret Hoisik DiesShe is remembered as an artist who loved her craft and was devoted to her faith, her friends, and her family.
SourcingNov 25, 2025
Finestar Opens Diamond Manufacturing Facility in JohannesburgIt joins the company’s other manufacturing facilities globally, including in India, Botswana, and Namibia.
TrendsNov 25, 2025
Amanda’s Style File: Polka DotsThe polka dot pattern transcends time and has re-emerged as a trend in jewelry through round-shaped gemstones.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
CrimeNov 25, 2025
Former Arizona AG Official Charged With Trafficking Stolen JewelryVanessa Hickman, 49, allegedly sold a diamond bracelet that was mistakenly sent to her home.
Weekly QuizNov 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsNov 25, 2025
GIA Awards Susan Jacques With Its Highest HonorGIA’s former president and CEO was presented with the Richard T. Liddicoat Award for Distinguished Achievement.
Recorded WebinarsNov 24, 2025
Watch: Top Tips for Social Media EtiquetteSocial media experts spoke about protecting brand reputation through behaving mindfully online.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
WatchesNov 24, 2025
Breitling Reveals Plans for Gallet, Universal GenèveIn 2026, the three will come together as “House of Brands,” with Gallet sold in Breitling stores and Universal Genève sold separately.
CollectionsNov 24, 2025
Muse Debuts a Wicked 'Have a Heart x Cynthia Erivo' SequelThe second drop, which includes more Elphaba-inspired pieces from additional designers, will continue to benefit nonprofit Dreams of Hope.
IndependentsNov 24, 2025
J.R. Dunn Jewelers Names New PresidentSecond-generation jeweler Sean Dunn has taken on the role.
SourcingNov 21, 2025
De Beers’ Branded, Traceable Diamonds Roll Out to 19 Retailers Called “Origin by De Beers Group,” the loose, polished diamonds are being sold in a total of 30 stores in the United States and Canada.
CollectionsNov 21, 2025
Piece of the Week: Melissa Kaye’s ‘Rocky Infinity’ NecklaceThe lariat necklace features a 4.88-carat oval-cut Zambian emerald in 18-karat yellow gold.
AuctionsNov 20, 2025
Vanderbilt Jewels Shine at Phillips Sale, Pink Diamond WithdrawnA 43-carat sapphire brooch from the Vanderbilt collection was the top lot of the Geneva sale.
CollectionsNov 20, 2025
Rebecca Rau Jewels Debuts With ‘Then & Now’ CollectionRau is a fourth-generation art and antique dealer from M.S. Rau gallery whose first jewelry collection merges artifacts with modern design.
Policies & IssuesNov 20, 2025
RJC Names New Executive DirectorFormer De Beers sustainability leader Purvi Shah will take over the role in February 2026.
WatchesNov 20, 2025
LVMH Takes Minority Stake in Citizen Group-Owned Movement Maker La Joux-Perret is based in La Chaux-de-Fonds, Switzerland, and makes solar quartz as well as mechanical watch movements.
GradingNov 20, 2025
Julia Griffith Joins SSEF as Head of EducationShe previously taught at Gem-A and is the founder of The Gem Academy.
CollectionsNov 19, 2025
Larkspur & Hawk Celebrates 25 Years With Helena Bonham Carter CampaignThe British actress and her daughter modeled pieces from the brand’s new “Palette” capsule for its “Once Upon a Time” holiday campaign.
TechnologyNov 19, 2025
Google Has a New Form for Reporting ‘Review Bombing’ Attacks Plus, the tech giant shares the steps retailers should take if they believe they’re a victim of a review extortion scam.
IndependentsNov 19, 2025
Houston Jeweler Keith Shaftel Retires, Next Generation Steps In Danny and Gaby Shaftel are now Shaftel Diamonds’ CEO and chief operating officer, respectively.
TrendsNov 19, 2025
Midas Chain Releases 2025 Holiday Style GuideThe jewelry manufacturer’s seasonal offering features its new “Melodie” bangles, as well as mini stud earrings and layering pieces.
Events & AwardsNov 18, 2025
NYC Jewelry Week 2025: 12 Must-See EventsWith more than 140 activations taking place in New York City now through Nov. 23, these 12 events are can’t-miss moments.
Events & AwardsNov 18, 2025
A Giant, Bejeweled Moldy Berry Is on Display in LAThe artwork is part of an exhibition featuring works by Kathleen Ryan, an artist known for her gemstone-studded rotting fruit sculptures.
SourcingNov 18, 2025
Another Diamond Company CEO Steps DownMark Wall, president and CEO of Canadian mining company Mountain Province Diamonds, will vacate his position next month.
CrimeNov 17, 2025
Police Searching for 2 Suspects in Murder of Father, Son Jewelers Faustino Alamo Dominguez and his son, 25-year-old Luis Angel Alamo, were gunned down following an armed robbery at their jewelry store.
GradingNov 17, 2025
IGI Announces New President of North AmericaTiffany & Co. veteran Jeffrey Bennett has stepped into the role.
