Zales has taken a playful approach in its latest campaign, “Own It,” as it seeks to take fine jewelry out of the rarefied air of special occasion wear and into women’s everyday lives. New products, including lab-grown diamond fashion designs, and more accessible price points will be complemented with tests of a “store of the future” concept that blends digital integration with curated displays for a more self-serve, personalized shopping experience.
“Jewelry is for every occasion — morning coffee, dog walks, even the gym,” said Lionel Cipriano, Creative Director at Zales in a statement. “We’re here to make fine jewelry effortless, wearable and unapologetically you. Diamonds with denim? Absolutely. Gold hoops for the morning commute? Why not! When you wear what makes you feel good, you shine.”
The campaign has been directed by filmmaker Marie Schüller and photographed by Hannah Sider as Zales seeks to claim its place as the go-to destination for confident, on-trend women. Zales is embracing digital-first strategies for the campaign, exploring new channels such as mobile gaming, CTV and interactive social formats and doubling down on influencer partnerships to better connect with younger audiences.
“Jewelry is not just about marking milestones; it’s about elevating everyday moments,” said Kecia Caffie, President of Zales in a statement. “With this new campaign we’re inviting our customers to embrace their individuality, wear what they love, and, most importantly, Own It.”
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