Zales Sparkles with Chloe Fineman: A New Gift Strategy for a Changing Market

NEW YORK, NY – November 18, 2025

Beyond the Candle: Zales Targets Thoughtful Gifting

Zales, the long-standing fine jewelry retailer, is launching a new holiday campaign today, partnering with comedian and actress Chloe Fineman on a 20-piece collection dubbed “Not Another Candle.” The initiative aims to disrupt the often-uninspired world of last-minute holiday gifting, offering consumers a more fashionable and meaningful alternative to the ubiquitous candle, sweater, or gift card. The collection, ranging in price from $49.98 to $1,499.98, includes tennis bracelets, gemstone huggies, chains, charms, and rings for both men and women, and is available online and through Zales’ digital channels.

This isn’t just a product launch; it’s a strategic pivot for Zales, reflecting a broader trend within the retail landscape. Consumers, particularly younger demographics, are increasingly seeking experiences and gifts that demonstrate thoughtfulness and personalization. “People are tired of receiving things they don’t need or want,” one retail analyst shared. “They want gifts that show the giver truly understands them, and jewelry, when chosen with intention, can fulfill that need.” This aligns with the growing desire for self-expression and the move away from purely material possessions towards items that reflect individual style and personality.

A Shifting Strategy: Zales’ “Own It” Rebrand & Beyond

The “Not Another Candle” campaign builds on Zales’ recent strategic repositioning, spearheaded by the “Own It” campaign launched earlier this year. “Own It” represents a departure from Zales' traditional marketing focused on milestone events – engagements, anniversaries – towards promoting everyday jewelry wear and self-expression. This is a crucial move given the evolving preferences of younger consumers and the increasing competition from direct-to-consumer brands.

Signet Jewelers, Zales’ parent company, has been undergoing a transformation to adapt to these changes. Financial reports indicate a challenging year, with a slight dip in overall sales, but a commitment to “Grow Brand Love” through enhanced customer connections and design-led products. The company is investing in lab-grown diamonds and expanding its accessible price points to appeal to a broader audience. “They're trying to shed the image of being a stuffy, traditional jeweler,” explains a marketing consultant specializing in retail. “They're acknowledging that consumers want more than just a pretty diamond; they want a brand that resonates with their values and lifestyle.”

The partnership with Fineman is a natural extension of this strategy. Her comedic persona and relatable online presence align perfectly with Zales’ efforts to connect with younger, digitally-native consumers. “She's funny, self-aware, and doesn't take herself too seriously,” said another industry observer. “That's exactly the kind of voice that resonates with Gen Z and Millennials.”

The Fineman Factor: Comedy Meets Jewelry Design

While celebrity endorsements are commonplace in the jewelry industry, the collaboration with Chloe Fineman goes beyond simply having a famous face attached to a product. Fineman was actively involved in the design process, bringing her unique style and perspective to the collection. While details regarding the level of creative input remain limited, Zales representatives highlight a collaborative approach. The company sees her involvement as a key differentiator.

Fineman’s existing brand partnerships – including Birkenstock, Instacart, and NÜTRL Vodka – demonstrate her ability to connect with consumers across various categories. Her endorsements consistently emphasize relatability and authenticity, a refreshing contrast to the often-polished and aspirational messaging found in traditional advertising. This approach resonates particularly well with younger consumers who are increasingly skeptical of overly-produced marketing campaigns.

“She’s not selling a lifestyle; she’s selling a feeling,” notes a social media analyst. “She makes people feel comfortable and confident in their own skin, and that’s a powerful message.” The potential for leveraging Fineman’s social media presence to generate buzz and drive engagement is significant. Her followers are likely to be highly receptive to the collection, particularly given her involvement in the design process.

However, it's worth noting that the jewelry market is crowded with celebrity endorsements, and standing out from the competition requires more than just a famous face. The success of the “Not Another Candle” collection will ultimately depend on the quality of the designs, the effectiveness of the marketing campaign, and the ability of Zales to connect with consumers on an emotional level. The gamble on a comedic partnership, while potentially high reward, is far from a guaranteed success.