Zales

Zales is the nation’s largest mall jewelry store, but when they came to TRG their sales didn’t reflect their real estate dominance. Every day they were losing share to competitors Kay and Jared. The brand had become lost between high-end boutiques like Tiffany & Co. and low-end discounters like Walmart and Target. This unfortunate situation was compounded by the fact that when it came to marketing, Zales was outspent by their competitors at least three to one. Plus, they were hooked on promotional messaging to drive immediate sales. Our insight – and breakthrough creative? Build the brand through emotional connection, reminding consumers that a jewelry purchase is more than a sales transaction.