Zales desires to be the go-to jewellery vacation spot for the brand new technology of “assured, on-trend girls.”
The retailer has launched a brand new branding marketing campaign, “Personal It,” that flips the script on conventional fine-jewelry advertising and marketing by championing the assumption that such jewellery is supposed to be worn day-after-day — versus being saved for particular events. The marketing campaign marks a pivotal shift for Zales because it asserts a contemporary identification for a brand new technology of assured, fashion-forward shopper, the corporate mentioned.
“Jewellery is not only about marking milestones; it’s about elevating on a regular basis moments,” mentioned Kecia Caffie, president, Zales. “With this new marketing campaign we’re inviting our clients to embrace their individuality, put on what they love, and, most significantly, Personal It.”
Zales can also be testing a “retailer of the longer term” idea that reimagines the in-store expertise and blends digital integration with vibrant, curated shows for a extra self-serve, personalised purchasing expertise.
On the media entrance, the model is embracing digital-first methods, exploring new channels such asmobile gaming, CTV, and interactive social codecs whereas doubling down on influencer partnerships to raised join with youthful audiences and spotlight the significance of peer-to-peer suggestions.
As well as, Zales is increasing its product assortment with distinctive, trend-driven collections such Stellar Attract’s trendy lab-grown diamond trend designs, and Whimly by Zales, which options accessible value factors together with stackable, layer-friendly designs. Customization and personalization take middle stage, permitting clients to craft items which are actually their very own.
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Zales is operated by Signet Jewelers Restricted, the world’s largest retailer of diamond jewellery. Signet operates roughly 2,600 shops below quite a lot of banners.
