Zales ushers in new brand identity
American jewelry retailer Zales is stepping into a new chapter with the launch of a brand campaign, an expanded product assortment, and a reimagined in-store experience, all part of a larger transformation aimed at redefining how a new generation wears fine jewelry.
Under the new brand platform, Zales is breaking away from the tradition of saving fine jewelry for anniversaries or special events. Instead, it is championing the belief that jewelry is meant to be worn every day, in every way.
To get there, the 'Own It' campaign, directed by filmmaker Marie Schüller and captured by photographer Hannah Sider, asserts a fresh identity for a new generation of confident, fashion-forward consumers who are redefining what it means to wear jewelry with no occasion needed.
The campaign highlights an expanded product assortment including trend-driven collections like Stellar Allure's lab- grown diamond fashion designs, and Whimly by Zales, offering accessible price points along with stackable, layer-friendly designs.
'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,' said Kecia Caffie, Zales' president.
Zales' reinvention also extends to the in-store experience. The brand is currently testing a new 'store of the future' concept that blends immersive, self-serve shopping with curated, vibrant displays and integrated digital tools for a more personalized shopping experience.
Lastly, on the media front, Zales is embracing a digital-first approach, venturing into emerging platforms like mobile gaming, connected TV (CTV), and interactive social formats. The brand is also doubling down on influencer partnerships.
Zales' creative director Lionel Cipriano added: '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.'
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