Zales, the Diamond Store®, recently unveiled its new campaign, “Love Real”, which speaks to the authenticity of love and life. It celebrates the authentic moments of couples and individuals, bringing them to life.

Kecia Caffie, Zales President, said, “Our mission is to help Celebrate Life and Express Love, which is reflected in this campaign. Love can be sweeping and romantic, but there are times it can be challenging and surprising. With this new campaign, we celebrate love in all its forms and connect in an authentic way with today’s consumers and how they experience love. Love for yourself or someone else is not always a fairytale, but it’s the unforeseen hiccups that can strengthen a relationship and create special moments. At Zales, we want to embrace life’s unexpected paths and continue to be the place where consumers can express themselves through jewellery throughout all these moments.”

In addition to the “Love Real” campaign, Zales also released a new campaign for its Vera Wang LOVE collection “When You Know You Know” that in parallel, focuses on authentic storytelling with real couples.