Latest news with #HannahSider
Fashion Network
21-04-2025
- Business
- Fashion Network
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.'
Business Wire
21-04-2025
- Business
- Business Wire
Zales Enters a New Era with 'Own It' Campaign Launch, Marking a Turning Point in Brand Vision, Deliberate Product Curation, and Customer Journey
DALLAS--(BUSINESS WIRE)--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. 'Jewelry is not just about marking milestones; it's about elevating everyday moments." Share 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 or follow @Zalesjewelers on social media. About Zales:
