Zales Enters a New Era with “Own It” Campaign Launch, Marking a Turning Point in Brand Vision, Deliberate Product Curation, and Customer Journey

The famed fine jewelry retailer invites a new generation of consumers to “play with what’s precious” and introduces a playful and punchy approach to wearing fine jewelry

Zales, the iconic brand name in fine jewelry retailing, is stepping into a new era with the launch of its latest campaign, “Own It.” Directed by visionary filmmaker Marie Schüller and captured through the lens of renowned photographer Hannah Sider, this campaign marks a pivotal shift for Zales as it asserts a fresh identity for a new generation of confident, fashion-forward consumers who are redefining what it means to wear jewelry – no occasion needed.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250421700994/en/

Credit: Zales

Under the new brand platform, Zales is putting a stake in the ground, claiming its space as the go-to destination for confident, on-trend women who aren’t afraid to play with what’s precious. Zales’ new campaign flips the script on traditional fine-jewelry marketing. Instead of saving diamonds for anniversaries or special events, “Own It” champions the belief that jewelry is meant to be worn every day, in every way, recognizing that today’s woman doesn’t wait for a special occasion to shine.

“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,” says Kecia Caffie, Zales’ President.

Zales’ transformation goes beyond its bold new messaging. The brand is expanding its product assortment with unique, trend-driven collections like Stellar Allure’s modern lab-grown diamond fashion designs, and Whimly by Zales, offering accessible price points along with stackable, layer-friendly designs. Customization and personalization take center stage, allowing customers to craft pieces that are truly their own.

Zales’ Creative Director Lionel Cipriano explains, “Jewelry is for every occasion — morning coffee, dog walks, even the gym. 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.”

In addition to its product evolution, Zales is testing out a "store of the future" concept that reimagines the in-store experience and blends digital integration with vibrant, curated displays for a more self-serve, personalized shopping experience. On the media front, the brand is embracing digital-first strategies, exploring new channels like mobile gaming, CTV, and interactive social formats while doubling down on influencer partnerships to better connect with younger audiences and highlight the importance of peer-to-peer recommendations.

As “Own It” rolls out across digital, social, and in-store experiences, Zales invites everyone to embrace the freedom of personal style through bold self-expressions.

For more information, visit Zales.com or follow @Zalesjewelers on social media.

About Zales:

Zales is a leading brand name in fine jewelry retailing. Zales is operated by Signet Jewelers Limited, the world's largest retailer of diamond jewelry. Signet Jewelers operates approximately 2,600 stores. For additional information on Zales, visit www.Zales.com or follow us on social channels @Zalesjewelers on Instagram, Twitter and Pinterest and @Zales on Facebook and YouTube.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250421700994/en/

“Jewelry is not just about marking milestones; it’s about elevating everyday moments."