• by Sarah Mahoney , Staff Writer @mahoney_sarah, August 7, 2024

Zales, in the middle of a year-long 100^th birthday party, is celebrating with a new giveaway. And lest anyone think turning 100 makes the brand seem dusty, the retailer is using modern firepower, putting TikTok personality Sabrina Brier in the driver’s seat.

An ad features Brier, best known for her snarky social-media humor (and a guest spot in “Abbott Elementary”), scampering through a park handing out Zales gift bags to anyone with anything to celebrate.

Earlier this year, the company kicked off the party with a new marketing campaign and a custom necklace made with 100 carats of lab-grown diamonds. In stores and on its website, the Signet-owned retailer is highlighting celebratory designs, brand partnerships and activations. Zales has also invested in new store experiences in some locations, aimed at giving customers a more hands-on approach, allowing them to interact with the baubles in a more relaxed way. Kecia Caffie, president of Zales, tells Retail Insider more about the effort.

Interview has been edited for length and clarity.

Retail Insider: Turning 100 is a big deal -- most brands don’t last that long. On the other hand, jewelry is a fashion business. People want what’s modern and new.

Kecia Caffie: Thanks -- the goal here is to turn 200. I’ve been here just over 18 months now, and we’re working hard to ground everything we do in consumer insights. There is relevance and importance to establishing yourself as a brand that's been around for a long time. Credibility and trust come with that. That’s why we’re celebrating the 100^{th --} it’s a way to pause and acknowledge that we have been a trusted part of many family’s journeys over time. We should spend a little time celebrating that.

Retail Insider: You’re also celebrating random gifting, and that’s not how most people buy jewelry. They shop to mark a significant occasion -- an engagement, an anniversary, a graduation. The idea behind this campaign is to treat yourself anytime.

Caffie: Yes, what we're doing with Sabrina has just that energy. And it's not necessarily just something that we think is true. It's what our customers are telling us, particularly Gen Z and millennials. For many consumers, jewelry is about big milestones, but it doesn't mean they can't celebrate every moment, right? We recently had a celebrity who was divorcing share that she was gifting herself some lovely rings. I don’t necessarily want to lean into breakups as occasions, but we can pat ourselves on the back about anything. We can say, “It might seem like a small thing to someone else, but it's important to me, and I want to mark that moment.”

Zales wants to be here for them when they celebrate getting a promotion or their first apartment. Who am I to tell people that the only time they should buy jewelry is Valentine's Day or Mother's Day -- when any day can be a point of celebration?

Retail Insider: One way advertisers can seem contemporary is to use TikTok. How did you settle on Brier?

Caffie: She’s both an actor and a comedian and has a lot of energy. She's got the chops to talk to all sorts of strangers. When I saw her act in “Abbott Elementary,” I thought she was hilarious. And of course, she’s inviting and the right age, particularly appealing in this Zillennial space.

Not a lot of people in that demo are shopping with us. And we often find when we put our products in front of them, they're surprised at what Zales offers. And so we know this group is spending time on Instagram reels and TikTok.