Zales is aiming to broader its customer base with a shift in its marketing strategy.
The nearly 100-year-old jeweler, which is owned by Signet Jewelers, is releasing its “Love Real” campaign on Wednesday, which is part of its marketing rebrand aimed at connecting with customers more authentically.
The “Love Real” campaign focuses on authenticity and genuine connections, according to Zales president Kecia Caffie, and shifts away from the brand’s previous marketing strategy of showing “perfect moments.”
“The customers today really value genuine, real connections — in their relationships, but also in their relationships they have with organizations,” she said. “As we delved into that, we thought that there was a real opportunity to be a little messier in the way that we presented ourselves to the customer, so not necessarily showing the most perfect moments in life, which has been where jewelry often is, but also understanding that life happens, and so how do we bring some imagery to them that would resonate in the way they live today.”
The new campaign spotlights diverse couples and families and is meant to position Zales as a jeweler not just for holidays, but for everyday purchases and gifting.
An image from Zales’ “Love Real” campaign.
Courtesy of Zales
The campaign falls in line with what was presented in Zales’ “When You Know You Know” campaign for its Vera Wang Love collection last month, which also featured diverse couples.
“The goals of the marketing shift would be to just expand the customer who is shopping with us,” Caffie said. “To make sure that our Zales lovers understand that we’re still there for every occasion that they need to shop with us, but more for those everyday occasions. It’s not just about Valentine’s Day, Christmas and Mother’s Day. We’ll be there for them every day, and then also position Zales as a place where you can come for your fashion needs as well.”
The marketing shift also coincides with Zales introducing new designers for the holiday season to broaden its assortment of everyday fashion accessories, which is meant to attract more younger consumers. The jeweler is adding pieces from designers such as Soko, Shahla Karimi and Alessi Domenico.
Caffie explained Zales is expanding its efforts in targeting Latinx customers through more Spanish-language advertising.
Zales’ marketing shift is part of Signet Jewelers’ transformation strategy, which aims for a $9 billion to $10 billion revenue target. The strategy includes shifting customers’ perceptions that Zales, along with Signet’s other brands like Kay Jewelers and Jared, isn’t a dated mall-based jewelry retailer. For this year, Signet is projecting sales at $7.67 billion to $7.84 billion.