A new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
Zales’ Valentine’s Day Campaign Is About All Kinds of Love
The new ad campaign features the fictional goddess “Valentina,” who sports Cupid wings and bright, bold jewels.
Akron, Ohio—Love is in the air, and so is a new advertising campaign from Zales.
The Signet Jewelers Ltd.-owned banner is pulling out all the stops just in time for Valentine’s Day by introducing a new goddess.
Its ads will feature “Valentina,” a modern-day goddess “created to help spread and celebrate all kinds of love.”
"We wanted to give people inspiration to celebrate relationships that have kept them going over the past year, whether romantic, friendship or supportive,” said John McNamara, vice president of marketing at Signet Jewelers, in a statement to National Jeweler.
Described as “Cupid’s new style muse,” Valentina will be a prominent figure in the new campaign.
“Our breakthrough campaign celebrates love by bringing to life a charismatic new Valentine’s Day icon who is true to Zales’ brand values—a vehicle to reinforce the brand as bold, stylish and fashionable,” said Zales in a statement.
The campaign encourages female self-purchasers, in particular, to show off their personal style through everyday fine jewelry, including layered chains, hoop earrings, and stacking rings.
“Our Valentina campaign speaks to our friends, family and partners—all those who were our real support system and helped us go through everything last year. And in the process, we all rediscovered the power of our relationships,” said Madonna Badger, founder and chief creative officer at Badger & Winters, the New York-based advertising agency behind the campaign.
The ads began running Monday across broadcast TV as well as via paid and organic social media posts.
Also as part of the campaign, a Snapchat photo filter will be available, outfitting users in Valentina’s signature wings while they virtually try on Valentine’s Day jewelry.
An interactive “Love Finds a Way” quiz calculates the odds of meeting a new partner, which can be shared to social media channels.
There is also a “Love Finds a Way” sweepstakes, offering quiz-takers the chance to win free jewelry if they share their results on social media with a special hashtag.
The Latest
Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
From now through mid-May, GIA will be offering the reports at a 50 percent discount.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
De Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
Sponsored by the Las Vegas Antique Jewelry & Watch Show
The Patek Philippe expert will serve as personal curator for the brand-focused company.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
The 553-square-foot shop is aboard the Carnival Jubilee cruise ship.
NDC filed a complaint against Skydiamond for use of phrases like “diamonds made entirely from the sky.”
John Carter received the AGS’s highest honor Tuesday afternoon at Conclave in Austin, Texas.
LVMH said the company performed well despite an uncertain geopolitical and economic environment.
It’s ultra-feminine and filled with gold, pearls, and soft pastels.
Emily Highet Morgan and Emily Bennett have joined the agency’s team.
Its updated book for mountings is also now available.
She has been with the organization since 2010, most recently serving as its chief officer of PR and industry relations.
Joyce’s Jewelry sued the bank after cybercriminals drained its accounts of nearly $1.6 million through a series of wire transfers.
He is remembered by loved ones for his loyalty, integrity, and kindness.
Hosted by Freeman’s | Hindman, the sale will take place May 7-8.
The auction house said all 24 timepieces offered in its underground sale of rare and avant-garde watches quickly found buyers.
From lab-grown diamonds and AI to the inevitable Taylor Swift mention, here are some of Conclave’s most intriguing educational offerings.
From cybersecurity liability to trade show coverage, insurance experts share tips on how to build the right policy.
The charm is a modern rendition of the evil eye amulet that has been worn for thousands of years.
Ahead of its trade show next month, TJS awarded free registration and accommodations to one jewelry professional and three students.
By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.
Members can still sell lab-grown stones, it said, but only natural gems are allowed on the show floor.
He is remembered for his charisma, passion, integrity, kindness, and wit.