Zales, under the leadership of president Kecia Caffie, recognizes its disconnect with Gen-Z consumers despite brand awareness. The company is launching the "Own It" campaign to re-engage this demographic by promoting everyday jewelry and trend-focused items. The campaign will utilize various channels including social media, gaming, and influencer partnerships, and will kick off with a launch event featuring Halle Bailey. Insights indicate younger consumers celebrate personal milestones, prompting Zales to adjust its marketing strategy amidst a challenging luxury market.
"We were losing relevance, or never had it, frankly, with that younger customer," said Kecia Caffie, Zales' president.
The campaign will kick off on Apr. 30 with an event hosted by Gen-Z songstress Halle Bailey at NYC hot spot Double Chicken Please.
Instead, it's 'I got a new job. I got a promotion. I feel good, I want to treat myself,' said Caffie.
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