Zales came to us to help boost and reimagine their brand and reputation from what was typically seen as a “mall jewelry store” to a more stylish, modern brand, while also bringing forth an element of empowerment and self-purchase that both jewelry stores and customers value. Due to timing, Mother’s Day was our “soft launch” for larger campaign behind the line “I Am A Diamond.”

My contribution for this campaign was to help develop the larger campaign concept as well as the script itself.