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.
More on Collections
The Latest
IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
EditorsSep 03, 2026
Q&A: Simon G.’s CEO on Why He Won’t Use AI for Jewelry DesignZaven Ghanimian discussed the value of human craftsmanship and where the implementation of artificial intelligence does work.
Weekly QuizSep 03, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
WatchesSep 03, 2026
Robert Pattinson Joins Jaeger-LeCoultre as Brand AmbassadorThe British actor, known for his roles in “Twilight” and “The Odyssey,” will star in a campaign for the Master Control Chronometre.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
AuctionsSep 02, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s “significant” collection of cat jewelry and other objects is going up for auction.
MajorsSep 02, 2026
Messika Names Former Omega Exec as New President, CEO of AmericasArnaud Michon, the former Omega USA President, will now lead Messika’s Americas region during its international development.
Events & AwardsSep 02, 2026
Emerald’s New Owner Introduces ‘Glitter in the Grove’The branding references the back-to-back jewelry shows that new parent company Forge will host in Miami's Coconut Grove this November.
AuctionsSep 01, 2026
UK Woman Uncovers Rare Patek Philippe Watch in Mom’s Jewelry BoxThe stainless steel Patek Philippe “Calatrava” watch from the 1930s sold for nearly $80,000 at a recent Hansons Cornwall auction.
ColumnistsSep 01, 2026
Your Jewelry Marketing Has a Bridal ProblemEngagement rings are important but don’t ignore the customers who are buying jewelry “just because,” Emmanuel Raheb writes.
MajorsSep 01, 2026
Kering Names New Pomellato, DoDo CEOsFormer Pomellato CEO Sabina Belli has been named president of Kering Italia amid a shakeup of Kering's new Jewelry division.
MajorsSep 01, 2026
Anne Marie Shulman Joins GPA GlobalThe veteran luxury packaging executive was appointed to help the company grow its North American business.
CrimeAug 31, 2026
$4M Van Cleef & Arpels Diamond Necklace Snatched From Vienna Museum Once the property of an Egyptian queen, the necklace was part of a larger exhibition of VCA jewelry at the Museum of Applied Arts (MAK).
GradingAug 31, 2026
GIA, Gübelin Gem Lab Confirm New Paraíba Tourmaline Deposit in EthiopiaThe labs’ separate investigations each determined that the East African country is producing copper-bearing tourmaline.
Events & AwardsAug 31, 2026
Wisconsin Museum to Host Jewelry Exhibition“Chicago Collects: Jewelry in Perspective” at the Oshkosh Public Museum will feature works by Fabergé, Lalique, and Louis Comfort Tiffany.
CollectionsAug 31, 2026
Catbird Launches First Men’s Jewelry CollectionThe “Worn Well” collection is Catbird's take on classic men's jewelry.
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
SourcingAug 28, 2026
Gareth Penny to Give Opening Speech at CIBJO Centenary CongressThe former De Beers CEO, and perhaps its next owner, will be a featured speaker at the event, slated for Sept. 4-7 in Italy.
IndependentsAug 28, 2026
Day’s Jewelers Honored With 3 Workplace AwardsThe employee-owned jeweler was named a “Best Place to Work” in Maine, New Hampshire, and for women.
CollectionsAug 27, 2026
Pandora Expands ‘Talisman’ Collection as Lawsuit Continues The second iteration of the jewelry collection was inspired by the zodiac and the four elements: earth, water, air and fire.
SourcingAug 27, 2026
OFAC Renews License Allowing Import of ‘Grandfathered’ Russian Diamonds General License 104B supersedes General License 104A, which was set to expire on Sept. 1.
CrimeAug 27, 2026
Customs Seizes Nearly 900 Pieces of Counterfeit JewelryThe package, intercepted in Indianapolis, contained fake Cartier, Tiffany & Co., and Van Cleef and Arpels jewelry.
IndependentsAug 27, 2026
Jessica McCormack to Open First West Coast StoreThe new location in Costa Mesa, California, marks the brand’s second store in the United States and fourth standalone location worldwide.
