• by Sarah Mahoney  @mahoney_sarah, October 31, 2024

Zales is out to convince young women to put some sparkle in their lives this season, adding a gift for themselves to the usual list of holiday must-dos. “Merry Me” encourages them to splurge on themselves and focuses on how younger shoppers aim to personalize jewelry and use it as a form of self-expression.

“The inspiration behind the work -- our first big campaign with Anomaly -- was to take a different approach by focusing on” our female customers, says Amanda Rather, Zales’ director of brand marketing. “Lots of brands spend this time discussing gifting and the sentimental aspect of the holidays. We wanted to do something different, modern and fun, and make sure our target customer doesn't lose sight of herself.”

Zales is part of Signet Jewelers, which owns Kay Jewelers, Jared and Piercing Pagoda.

Rather tells Marketing Daily that the campaign targets younger millennials and Gen Z shoppers and how they play with jewelry to express their style. That includes layering various pieces, as well as dabbling in personalized charms. “She is this authentic statement maker looking for some everyday 'wow.’ We want to remind her that she is also an important piece of the holiday story.”

For this audience, personalizing jewelry styles matters far more than specific trends. “They want to add their touch to their everyday look and don’t want to be part of the crowd. They want something that feels special to them.”

How much such a consumer might spend on a “just for me” present varies, so the retailer is highlighting demi-fine and fine jewelry pieces under $500, as well as many that cost up to $1,000 or more. “There are plenty of people who want to reward themselves for something like a promotion with a big item, like a tennis bracelet,” Rather says. “But the sweet spot is likely between $300 and $500.”

Rather joined Zales in July after eight years with Yum Brands.

She says that moving from QSR into retail has been a bit of a learning curve, “with stores turning on their sales and promotion faster than ever. You have to be able to react on a dime, or else you’re not in the consideration set.”

Zales is also underscoring personal expression in “Tis The Season,” breaking at the same time. That effort is aimed at the traditional bridal market and puts a decidedly modern and playful spin on the zillennnial approach to wedding jewelry.

Rather says this campaign is rooted in consumer research that finds that weddings are becoming less conventional all the time. “It reflects that her big day is based on [a woman's] unique relationship and her unique approach to a wedding.”

Both campaigns have a 360-degree media plan behind each of them, including linear TV for brand reach. “And in both campaigns, she is the focal point.”