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Zales Launches ‘Own It’ Campaign, Signaling Strategic Shift Toward Everyday Fine Jewelry April 25, 2025 (0 comments)
Dallas, TX--Zales has introduced a new brand campaign titled "Own It." According to the company's news release, the campaign aims to reposition Zales for a younger consumer base by promoting fine jewelry as everyday wear rather than reserving it for special occasions.
[Image by Zales via Business Wire]
Directed by Marie Schüller and photographed by Hannah Sider, the campaign supports a broader shift in brand strategy, including changes in product offerings and customer experience.
In the release, Zales President Kecia Caffie stated that the campaign encourages consumers to wear jewelry to mark everyday moments.
As per the release, Zales is expanding its product lines with collections like Stellar Allure, featuring lab-grown diamond designs, and Whimly by Zales, offering stackable pieces at accessible prices and customization options.
Creative Director Lionel Cipriano noted in the release that the brand intends to position jewelry as wearable for all daily activities, removing traditional style rules.
Zales is also piloting a new "store of the future" concept, blending digital elements with curated physical displays to create a more self-service shopping environment.
On the marketing side, the brand is adopting digital-first strategies, including mobile gaming, connected TV (CTV), social media campaigns, and influencer partnerships.
Learn more in this news release on Business Wire.