Here’s a really nice way to make a fashion accessory brand trend. It understands human behaviour. And with its catch-cry, Let them look, it has a lot of sass.
The campaign, Own It, by Anomaly for Zales, aligns with the aspiration of the moment, confidence, and redefining tradition on your own terms.
The hero film, Let Them Look, plays 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 commercial is supporte by a 30- and two 15-second cutdowns and accompanied by a 15-second film, Bridal. The full campaign covers OLV, CTV, social, in-store, e-comm, digital, and display.
The campaign targets the younger generation of jewellery buyers, who believe that even with the most precious things in life, there’s always room to be playful, according to research. This cohort isn’t afraid to play with the things that have traditionally been deemed “precious.”
“Our new brand platform is more than a campaign — it’s a mindset. Own It is about redefining how people connect with fine jewelry. 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,” stated Adele Weber, Zales VP of marketing.
Own It is part of a larger brand transformation, modernising Zales 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 with 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, specifically designed to appeal to the brand’s new Zillennial audience target.
“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,” stated 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.”
