Akron, Ohio—Zales is kicking off its 100th anniversary with a new marketing campaign and a showstopper custom diamond necklace. 

It began as a family business, founded in Wichita Falls, Texas, in March 1924. The company was acquired by Signet Jewelers in 2014. 

The new campaign celebrates the brand’s history while looking forward to its future, said Zales. 

It features more than 100 new diamond and gold styles, including gold and diamond chains, hoops, studs, rings, and bracelets. The campaign will also highlight “accessible” designs priced under $1,000. 

This year will be one of innovation for Zales, said the brand, with plans for product collections, brand partnerships, activations, and a “refreshed” store experience at select locations. 

“As Zales celebrates its centennial, it’s a meaningful moment to look back on a century of connecting with people and inspiring style, while also casting our gaze towards the future,” said Kecia Caffie, president of Zales. 

“Our customers appreciate choices, and as we embark on our next 100 years, we’re dedicated to offering designs that feel fresh and exciting. Whether it’s a personal treat, a thoughtful gift, or a milestone occasion like popping the question, Zales continues to be the place where customers can confidently bring their wow to every moment.” 

The banner wants to grow its audience by reaching younger shoppers, changing its messaging, content, and product mix to bring in “tech-savvy” shoppers, particularly through experiential and digital marketing and influencer partnerships.

Also part of its centennial celebration is a custom necklace set with more than 100 carats of lab-grown diamonds, a nod to Zales’ history as “The Diamond Store.”

The necklace features a 24-carat pear-shaped lab-grown diamond at the center with 10 strands of Riviera lab-created diamonds down the back of the necklace, one for each decade of the brand.

The custom piece showcases the brand’s craftsmanship and its custom design capabilities, said Zales.

It was worn by Becky G during her performance at the 2024 Oscars.