Zales, a prominent name in luxury jewelry retail, is entering a new chapter with the introduction of its recent campaign, “Own It.” Helmed by the talented filmmaker Marie Schüller and captured by the acclaimed photographer Hannah Sider, this initiative signifies a crucial transformation for Zales as it creates a new identity aimed at a younger generation of confident, style-savvy consumers who are reinterpreting the role of jewelry – no special event necessary.
With this new brand initiative, Zales is firmly establishing itself as the preferred destination for bold, fashion-conscious women who embrace the joy of wearing valuable pieces. The “Own It” campaign challenges the conventional approach to luxury jewelry marketing. Rather than reserving diamonds for anniversaries or significant occasions, it promotes the idea that jewelry should be worn all the time, acknowledging that the modern woman doesn’t wait for a special reason to dazzle.
“Jewelry isn’t solely about celebrating significant events; it’s about enhancing everyday experiences. Through this new campaign, we encourage our customers to celebrate their uniqueness, adorn themselves with what they adore, and above all, Own It,” states Kecia Caffie, President of Zales.
Zales’ evolution extends beyond its bold messaging. The brand is broadening its product range with distinctive, trend-focused collections such as Stellar Allure’s contemporary lab-grown diamond fashion pieces and Whimly by Zales, which provides budget-friendly options and stackable, layered designs. Customization and personalization are front and center, enabling customers to create pieces that are uniquely theirs.
Zales’ Creative Director Lionel Cipriano elaborates, “Jewelry is suitable for every scenario – from morning coffee to dog walks, even workouts at the gym. Our goal is to make fine jewelry simple, wearable, and thoroughly reflective of you. Forget the rules — just beautiful pieces that fit into your lifestyle. Diamonds with denim? Of course. Gold hoops for your morning commute? Absolutely! When you wear what makes you happy, you radiate. So, embrace it.”