How Zales Is Marketing Diamonds to Gen-Z

Gen-Z grew up watching Zales ads on TV. But now that they’re buying jewellery for themselves, the retailer isn’t on their radar.

“We were losing relevance, or never had it, frankly, with that younger customer,” said Kecia Caffie, Zales’ president. “They know us, but beyond being aware of who Zales is, they’re not considering us in their purchases.”

The Signet-owned retailer is trying to change that, starting with a new campaign, called “Own It,” which is focussed on positioning Zales as a place to buy everyday jewellery, including the more trend-focussed pieces like customisable charm necklaces and tennis bracelets that Gen-Z shoppers gravitate towards. The campaign will kick off on Apr. 30 with an event hosted by Gen-Z songstress Halle Bailey at NYC hot spot Double Chicken Please.

The campaign is set to run across digital and social platforms, as well as in-store, and will explore more fun and inviting touchpoints than your average high jewellery rollout, including mobile gaming and CTV. The brand will also be investing in influencer and celebrity partnerships, as well as tentpole opportunities like US Open player sponsorships.

The seeds of the campaign were first planted when Caffie joined Zales two years ago, and her team set out to figure out what needed to be true to get Gen-Z and Millennials to include them in their consideration set. A key insight the team came across was that younger shoppers are prone to celebrating moments outside of the typical birthdays, graduations and anniversaries traditionally associated with jewellery purchases. Instead, it’s “I got a new job. I got a promotion. I feel good, I want to treat myself,” said Caffie.

Zales is just the latest legacy label to launch a major marketing effort centred around courting Gen-Z; results are typically mixed. And the stakes for Zales are particularly challenging: Amid the global luxury slowdown, getting young shoppers to splurge on high-end purchases is already tough. Add to that the fact that jewellery — specifically, diamonds — have traditionally been seen as giftable items associated with major milestones and weddings. That’s true for Zales in particular, which has historically focussed its messaging on just that.

Plus, the jewellery market has changed. Historically, it’s been a two-party game: There’s the giants, like Zales and also luxury players like Cartier and Tiffany, and then there are mom-and-pop hometown jewellers. Recent years have brought forth a greater number of digitally savvy jewellery brands like Ring Concierge and Stephanie Gottlieb, who have mastered the art of encouraging women to buy jewellery for themselves.

A New Jewellery Customer

The “Own It” campaign is meant to show customers how they can weave diamond, gold and silver pieces into their everyday lives. It reflects the ethos that’s driven Zales’ designs since Caffie came aboard.

“I don’t have any galas on my calendar,” said Caffie. “And so knowing that … we then started designing product that was appropriate for everyday wear.”

Having a range of price points is crucial as well. The lines featured in the campaign, Stellar Allure and Whimly, range from under $100 to $2,500, and are meant to offer both splurge-worthy items and entry-level access for younger consumers who are just getting to know the brand.

Demonstrating how customers can dress the products up and down, as well as mix and match them, was another key consideration. The campaign video was shot on a subway train to democratise the offering, and was designed to have an approachable, fun energy.

“When we think about fine jewellery, it has this stuffy connotation. The mood of this [campaign] is just about relaxing with it,” said Caffie. “We want to take down the velvet rope and make it significantly less intimidating than fine jewellery experiences can and have been.”

Lifting the metaphorical velvet rope in-store is also critical to the brand’s strategy of getting Gen-Z comfortable with buying from Zales. To that end, the brand is unveiling a new store concept in the second half of 2025.

“Today, if you walk into our store, everything is still predominantly under glass,” said Caffie, highlighting the goal to make the stores more interactive and “really inviting the customer to touch, feel, try on.”

Being able to peruse pieces in their own time, but having access to help from a salesperson if needed, is another key part of the process as shoppers explore what’s on offer. The new stores will also be tech-supported, so shoppers can easily learn more about products and get styling inspiration. They will also be kitted out with “creation cabinets” for enhanced personalisation, as nearly all of the products are customisable in some fashion, according to Caffie.

“How do we show the customer how to wear diamonds in a way that doesn’t feel like it’s over the top, or you’re overdressed for every occasion in your life?” said Caffie. “It’s making it fun.”