Zales hosted an exclusive cocktail party at Double Chicken Please in New York’s Lower East Side. Hosted by actress Halle Bailey, the celebration ushered in the next era of Zales with the brand’s “Own It” campaign launch with many notables in attendance, including Ella Hunt, Hari Nef, Pritika Swarup, who were all wearing Zales. Other dressed guests included Vienna Sky, Kelly Stanick, Jenee Naylor, Kaki Kirk, Judy Kam, Carolyn Estephany and DJ Meg Smith.

Throughout the night, Bailey welcomed guests into the party and encouraged them to try on jewels scattered through the venue– in champagne coupe towers, on concrete pedestals and more. Zales’ new product assortment on display debuted a shift in design with unique, trend-driven collections with Stellar Allure and Whimly by Zales along with Zales Essentials. Behind the DJ booth was Rising Pop Artist Meg Smith, who DJ’d as guests were encouraged to own the moment with polaroid cameras scattered throughout the venue, in front of a fun newsworthy step-and-repeat, and more. Guests were also able to create their own takeaway at the Candy Bar. Lastly, specialty craft cocktails and passed appetizers that Double Chicken Please is known for were served throughout the evening.

Zales, the legacy brand known for diamonds and fine jewelry, retailing is entering a new era with “Own It,” a rebrand platform and campaign rollout that will mark a redirection in brand vision, product design, and customer journey. The campaign sparks a pivotal shift for Zales as it asserts a fresh identity for a new generation of confident, fashion-forward consumers who are redefining what it means to wear jewelry – no occasion needed.

Image credit: Sansho Scott/BFA