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
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.
