7 months ago
25
Since its launch in 1924, Zales has been recognized as an engagement ring destination. A century later, the brand is looking to revamp its image and diversify its product assortment in an aim to acquire new customers.
For Zales, this year is all about moving away from the notion that customers only want to shop the brand for engagement bands and wedding rings. To do this, the brand is implementing a handful of marketing strategies to increase brand awareness.
In April, as a kickoff for its 100th anniversary, Zales launched a marketing campaign across all of its social media platforms highlighting Zales’s rich history while also unveiling a custom necklace to honor the company’s reputation as a “diamond destination.” The custom necklace features 100 carats of lab-grown diamonds and was first spotted on singer Becky G during her 2024 Oscars performance in March. In May, the necklace was also worn by “Saltburn” actress Alison Oliver at the Met Gala.
In addition to marketing, Kecia Caffie, president of Zales, said the company is also focusing on innovation in a few areas. In January, Zales announced new additions to its Designer Edits, which highlight up-and-coming jewelry designers. Zales is also exploring new creator partnerships and brand activations and refreshing the store experience at 100 select locations across the country. Part of the refresh will include an open sale format, meaning certain products will be removed from behind glass cases to allow consumers to touch and feel the jewelry. In addition, Zales is increasing its social presence through paid and organic influencer content on platforms including TikTok, Instagram and YouTube.
“Open sale is going to work, but [we are exploring] other experiences that will get people off the couch and into the store,” Caffie said. She added that Zales will also introduce a more affordable category offering fine jewelry pieces under $1,000.
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English (US) ·