• by Sarah Mahoney  @mahoney_sarah, April 22, 2025

Zales is trading tradition for trend. The retailer’s new "Own It" campaign targets Gen Z’s appetite for self-expression, hoping to spark loyalty at a time when jewelry sales -- and consumer confidence -- are both under pressure.

For decades, the jewelry business has been driven by occasions: engagements, birthdays, graduations. With "Own It," Zales is urging younger consumers to buy jewelry simply because they want to, not because the calendar says it’s time. The goal: to make everyday moments feel worthy of diamonds.

The launch comes as parent company Signet Jewelers pushes for a broader comeback. Consumers are curtailing discretionary spending, gold prices are soaring, and Gen Z faces mounting economic pressures, from student loan debt to new tariffs. Against that backdrop, Zales is expanding its assortment with trend-driven collections, including Stellar Allure’s modern lab-grown diamond designs and Whimly by Zales, offering lower prices and stackable, layer-friendly styles.

The new ads, created by Anomaly, are running across digital, social, and in-store channels. Zales says it’s also exploring mobile gaming, CTV, and interactive formats, with an emphasis on peer-to-peer recommendations through expanded influencer partnerships. The retailer is testing a "store of the future" concept as well, combining curated displays and digital tools to highlight two Gen Z priorities: self-serve experiences and personalization.

The campaign ties into a larger strategic shift at Signet. Following a 6% fourth-quarter sales decline, the company announced plans to move from a "banner" mindset to a brand-driven approach. "Brands build loyalty with emotional and engaging connections," said CEO J.K. Symancyk in a recent earnings call. "Banners are transactional — a static nameplate on the door."

Symancyk said Signet’s new model will consolidate merchandising and marketing, streamline leadership, and organize its portfolio into four customer groups. He believes increasing brand consideration by just five points could drive an additional $500 million in revenue.

For Zales, inspiring Gen Z to "own it" isn’t just about fresh styles — it’s a bet that redefining jewelry for everyday expression can help rekindle lasting brand loyalty.