Attention Is Welcome in Zales Jewellery Campaign

Style is constantly evolving, shaped by those with confidence and who make it their own. For a new generation of buyers, that means redefining tradition on their own terms. Now, to introduce its customers to a new era of Zales, the brand announces the launch of a new campaign developed in partnership with Anomaly, titled 'Own It.'

The hero films, 'Let Them Look,' play on the idea that while society may think it’s rude to stare, when you’re wearing jewellery that makes you feel like 24K gold, the attention is welcome. The hero 60-second spot is set on a train where an engaging game of 'pass the stare' unfolds. As looks are exchanged between passengers, the jewellery only gets more compelling. The line 'Own It' punctuates the end of the film and serves as a rallying cry for a new generation of jewellery lovers who aren’t afraid to own their personal style and make a statement.

A 30-second cutdown and two :15s accompany the campaign. This campaign establishes a new brand platform for the retailer, designed to engage a younger generation of jewellery buyers.

Anomaly's research found that these customers, whom the brand aims to attract, believe that even with the most precious things in life, there’s always room to be playful. From how they approach fashion to putting a modern twist on their wedding day, this cohort isn’t afraid to play with the things that have traditionally been deemed “precious.”

'Own It' is part of a larger brand transformation, modernising Zales across all key touchpoints through a refreshed visual identity and brand tone, refined in-store and web experience, new product innovation, enhanced cultural partnerships, and a revamped social media and communications strategy. Over the past year, Zales has gradually introduced elements of the 'Own It' ethos, kicking off with a collaboration with tennis brand Prince at the US Open 2024 including a limited-edition collection of tennis bracelets and necklaces with tennis motifs.

Anomaly also helped Zales position and name a new product line, Whimly, featuring both fine and demi-fine metals, and a vibrant colour palette, which is specifically designed to appeal to the brand’s new Zillennial audience target. The campaign is live across OLV, CTV, social, in-store, e-comm, digital, and display.

“Our new brand platform is more than a campaign - it’s a mindset. 'Own It' is about redefining how people connect with fine jewellery. We’re shifting from tradition to self-expression, from exclusivity to everyday empowerment. This transformation reflects the bold spirit of our customers and the modern approach we’re taking across product, storytelling, and experience.” said Adele Weber, Zales VP of marketing.

“I’ve always personally loved jewellery and appreciated it as an opportunity for any individual to really express themselves - beyond their sense of style, and more as a punctuation to some unique aspect of their story or personality,” said Franke Rodriguez, CEO at Anomaly New York. “So to get to partner with Zales, a true leader in the dynamic jewellery business, to bring our ‘Own It’ platform to life really was a joy and I hope this campaign inspires some people to rethink tradition, go get some fresh bling and make it their own.”