TrendsFeb 09, 2026
These 14 Jewels Will Melt Your Heart This Valentine’s DayCollectionsFeb 11, 2026
Zales Turns Sweethearts Into Jewelry for Valentine’s Day Collection
The “Zales x Sweethearts” collection features three mystery heart charms engraved with classic sayings seen on the Valentine’s Day candies.
The limited-edition, 10-karat yellow gold heart charms feature one of three sayings accented by lab-grown diamonds, “Ooo La La,” “Amore,” or “XOXO.”
New York—Zales, a Signet Jewelers-owned banner, released its new collaborative jewelry offering with candy brand Sweethearts ahead of Valentine’s Day, selling out in less than 48 hours.
The “Zales x Sweethearts” capsule collection reimagines the heart-shaped conversational candies synonymous with Valentine’s Day as limited-edition mystery charms.
The heart-shaped charms are crafted in 10-karat yellow gold and framed by 0.10 carats of lab-grown diamonds.
Each charm comes in a mystery blind box that the wearer must open to discover which one of the three classic Sweethearts candy sayings is engraved in the center, “Ooo La La,” “Amore,” or “XOXO.”
Growing up, Sweethearts candies were the tiny love notes you waited to receive—passed across desks, tucked into cards, or shared with friends. With this collaboration, Zales said it seeks to turn the nostalgic phrases into symbols of self-love, confidence, and personal expression.
The pieces also feature a hinged clasp bail to easily affix them to different necklace and bracelet styles. This allows the charms to be more versatile and personal, said Zales.
The collection follows Zales’ announcement last year that it would take a more playful approach to fine jewelry.
“Growing up, Sweethearts were little affirmations you loved to give and hoped to get,” said Amanda Rather, senior director of marketing at Zales.
“With Zales x Sweethearts, we wanted to flip that idea and create something fun and nostalgic that reminds customers the most powerful affirmations are the ones they give themselves. These charms are about joy, confidence, and celebrating who you are.”
The “Zales x Sweethearts” capsule collection reimagines the heart-shaped conversational candies synonymous with Valentine’s Day as limited-edition mystery charms.
The heart-shaped charms are crafted in 10-karat yellow gold and framed by 0.10 carats of lab-grown diamonds.
Each charm comes in a mystery blind box that the wearer must open to discover which one of the three classic Sweethearts candy sayings is engraved in the center, “Ooo La La,” “Amore,” or “XOXO.”
The charms come in a mystery box that reveals a 10-karat yellow gold heart charm with 0.10 carats of lab-grown diamonds and an engraving in one of three sayings. Seen left is the “Amore” version ($49.99)
Growing up, Sweethearts candies were the tiny love notes you waited to receive—passed across desks, tucked into cards, or shared with friends. With this collaboration, Zales said it seeks to turn the nostalgic phrases into symbols of self-love, confidence, and personal expression.
The pieces also feature a hinged clasp bail to easily affix them to different necklace and bracelet styles. This allows the charms to be more versatile and personal, said Zales.
The Zales x Sweethearts charms feature a hinge clasp bail, allowing the piece to be styled on an array of necklaces or bracelets
The collection follows Zales’ announcement last year that it would take a more playful approach to fine jewelry.
“Growing up, Sweethearts were little affirmations you loved to give and hoped to get,” said Amanda Rather, senior director of marketing at Zales.
“With Zales x Sweethearts, we wanted to flip that idea and create something fun and nostalgic that reminds customers the most powerful affirmations are the ones they give themselves. These charms are about joy, confidence, and celebrating who you are.”
The Zales x Sweethearts collection’s mystery heart charms were available for $49.99 on the Zales website.
The limited collection launched last week and sold out in less than 48 hours.
Identical, unengraved gold heart charms are available on the Zales website for the original retail price of $299.99.
Editors' Picks
Sponsored by
More on Collections
The Latest
EditorsNov 06, 2026
The Spectrum Pieces I Can’t Stop Thinking AboutFrom a Betta fish brooch to a “dragon’s trove” of zircon eggs, here are seven pieces that’ve stuck with Associate Editor Lauren McLemore.
TrendsNov 06, 2026
Pat Pruitt’s DragonFly Earrings Take Flight on Election NightGroundbreaking New Mexico Governor-elect Deb Haaland wore the earrings, our Piece of the Week, when she declared victory on Tuesday.
MajorsNov 06, 2026
SNL’s Colin Jost Finds the Perfect Gift in Kay Jewelers’ Holiday AdJost goes on an epic journey, traversing rough seas and encountering a cyclops, to discover the perfect holiday gift.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
Supplier BulletinNov 05, 2026
Winning With GCAL 8X®: What’s Working at the CounterSponsored by GCAL by Sarine
Weekly QuizNov 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SurveysNov 05, 2026
What Retailers Should Know About Holiday Shoppers This YearFrom shrinking budgets to AI elves, here are five takeaways from holiday reports by Bain, Adobe, Mastercard, NRF, and insights from YouGov.
FinancialsNov 05, 2026
Brilliant Earth Continued to Resonate With High-Income Shoppers in Q3Its non-bridal fine jewelry remains the star of the show, recently launching new collections inspired by Elizabeth Taylor and Jane Goodall.
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.
MajorsNov 05, 2026
Ariana Grande Stars In Swarovski’s Holiday Campaign“Joy: The Swarovski Musical” features Ariana Grande as the leading lady in scenes inspired by classic musical montages.
GradingNov 05, 2026
GIA to Offer Next-Day Holiday ServicesThe lab will bring back its complimentary next-day service for some reports starting next week.
CrimeNov 04, 2026
$250K+ in Undeclared Cartier Jewelry Seized at Philadelphia AirportA Pennsylvania woman failed to declare a ring and a bracelet, discarding the boxes and receipts to conceal the purchases, officials said.
FinancialsNov 04, 2026
Pandora’s Q3 Sales Up 7% Amid Focus on DesignNew collections and relevant marketing pushed the company forward, while Pandora’s lab-grown diamond sales continue to lag.
Events & AwardsNov 04, 2026
NYC Jewelry Week 2026 Is the Largest Edition YetThe citywide celebration, slated for Nov. 16-22, is set to host more than 175 events, including live jewelry-making demos.
MajorsNov 04, 2026
Bergdorf Goodman Names New PresidentLanessa Elrod, former president and CEO of Louis Vuitton Americas, has stepped into the role as the retailer celebrates 125 years.
AuctionsNov 03, 2026
Infinity Gauntlet Set With 170+ Carats of Colored Gemstones Up for AuctionA replica of one of the most powerful objects in the Marvel Cinematic Universe, the glove is heading to auction next month in Abu Dhabi.
IndependentsNov 03, 2026
Longtime Jewelry Marketer Arthur Klein Dies at 89Klein, who had his own marketing agency and worked for Gabriel & Co. and Trans American Diamond, is remembered as a kind man.
IndependentsNov 03, 2026
Zadok Jewelers Toasts To 50 Years With Diamond Bracelet GiveawayTo enter the giveaway, locals can purchase a featured beverage from one of eight participating restaurants in Houston and Austin, Texas.
Events & AwardsNov 03, 2026
David Yurman Gem Awards Grant Opens 2027 ApplicationsThe grant recipient will be awarded $50,000 as well as mentoring meetings with executives at David Yurman and other industry executives.
Events & AwardsNov 03, 2026
NAJA, Instappraise Name 2026 Scholarship WinnersThe winners include a non-NAJA member seeking training, a member beginning NAJA courses, and a member becoming a Certified Master Appraiser.
AuctionsNov 02, 2026
197-Carat ‘Romanov Sapphire’ Heads to Sotheby’s GenevaThe rare jewel, which has links to Russia’s Romanov dynasty, is estimated to fetch up to $2 million.
CrimeNov 02, 2026
Customs Seizes More Than 400 Fake Audemars Piguet WatchesIt is one of several seizures of counterfeit jewelry and watches by U.S. Customs and Border Protection officials in Louisville this year.
MajorsNov 02, 2026
Lawrence Bock, Caryl Capeci, Amanda Coleman-Phelps Join JA Board Jewelers of America announced the additions to its board of directors following its annual general meeting, held last week.
Events & AwardsOct 30, 2026
Illuminating Carved Paraiba Pendant, Suite of Moonstones Wow at Spectrum AwardsSpectrum’s “Best of Show” honors went to a 101-carat Paraiba carved to look like Medusa that has a magnet-activated LED light.
TrendsOct 30, 2026
Edina Kiss’ Pendants Say ‘Eye’m Watching You’Our Halloween Pieces of the Week are four “Eye” pendants, each set with colorful gemstones.
MajorsOct 30, 2026
The RealReal Hires Former eBay Exec as New Chief Merchandising OfficerAlexis Hoopes expanded eBay’s “Authenticity Guarantee” program during her tenure.
WatchesOct 29, 2026
Bucherer Opens Rolex Boutique in Washington StateThe Rolex-owned retailer’s new 4,700-square-foot store’s façade honors the Pacific Northwest’s evergreen forests.
TrendsOct 29, 2026
Amanda's Style File: All Treats, No Tricks Get into the Halloween spirit with this roundup of 13 spooky jewels.
