PodcastsJan 12, 2026
The latest poscasttest
MajorsFeb 03, 2021
Zales’ Valentine’s Day Campaign Is About All Kinds of Love
The new ad campaign features the fictional goddess “Valentina,” who sports Cupid wings and bright, bold jewels.
As part of Zales’ new Valentine’s Day ad campaign, shoppers can virtually try on these wings and jewelry via a Snapchat filter.
Akron, Ohio—Love is in the air, and so is a new advertising campaign from Zales.
The Signet Jewelers Ltd.-owned banner is pulling out all the stops just in time for Valentine’s Day by introducing a new goddess.
Its ads will feature “Valentina,” a modern-day goddess “created to help spread and celebrate all kinds of love.”
"We wanted to give people inspiration to celebrate relationships that have kept them going over the past year, whether romantic, friendship or supportive,” said John McNamara, vice president of marketing at Signet Jewelers, in a statement to National Jeweler.
“Our breakthrough campaign celebrates love by bringing to life a charismatic new Valentine’s Day icon who is true to Zales’ brand values—a vehicle to reinforce the brand as bold, stylish and fashionable,” said Zales in a statement.
The campaign encourages female self-purchasers, in particular, to show off their personal style through everyday fine jewelry, including layered chains, hoop earrings, and stacking rings.
“Our Valentina campaign speaks to our friends, family and partners—all those who were our real support system and helped us go through everything last year. And in the process, we all rediscovered the power of our relationships,” said Madonna Badger, founder and chief creative officer at Badger & Winters, the New York-based advertising agency behind the campaign.
The ads began running Monday across broadcast TV as well as via paid and organic social media posts.
Also as part of the campaign, a Snapchat photo filter will be available, outfitting users in Valentina’s signature wings while they virtually try on Valentine’s Day jewelry.
An interactive “Love Finds a Way” quiz calculates the odds of meeting a new partner, which can be shared to social media channels.
There is also a “Love Finds a Way” sweepstakes, offering quiz-takers the chance to win free jewelry if they share their results on social media with a special hashtag.
Editors' Picks
Sponsored by
More on Majors
The Latest
Weekly QuizOct 03, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
PodcastsJan 12, 2026
Introducing My Next Question, the PodcastA monthly podcast series for jewelry professionals
Brought to you by
Navigating Cybersecurity: Essential Guidance for JewelersFrom protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
PodcastsNov 27, 2025
Test Podcast With VideoTest Podcast With Video. New interview with Ada Lovelace.
PodcastsNov 25, 2025
Test New Podcast PostAbstract for tests. New Podcast interview with John Lennon, Jimi Hendrix and Jim Morison.
ColumnistsOct 09, 2024
Peter Smith: 7 Things to Know When Selling LuxuryAhead of the holiday season, Smith delves into the often subconscious reasons people buy luxury products for themselves or their loved ones.
AuctionsOct 09, 2024
Rolex Worn on Apollo 14 Mission Up for SaleThe GMT-Master “Pepsi” belonging to astronaut Edgar Mitchell is a standout in RR Auction’s online “Space Auction,” going on now.
MajorsOct 09, 2024
PGI Launches New Virtual Sales TrainingRetail sales associates can access the video series on mobile to refresh their selling skills.
Policies & IssuesOct 09, 2024
GJNRF: Reaching Out, Rebuilding Futures For 25 years, India’s Gem & Jewellery National Relief Foundation has provided aid in the wake of war, natural disasters, and global crises.
AuctionsOct 08, 2024
Sotheby’s Selling Jewelry That Belonged to a Bulgarian TsarThe November auction will feature a collection of jewels owned by Ferdinand I, the first king of modern Bulgaria, and his family.
SourcingOct 08, 2024
Rio Tinto Begins New Phase of Production That Will Extend Diavik’s LifeCommercial production has begun underground at the Canadian diamond mine’s A21 pipe.
SurveysOct 08, 2024
What to Know About Online Shopping This Holiday SeasonDeloitte and Adobe Analytics shared their insights on the season, from the retail sales forecast to the role of generative AI.
CollectionsOct 08, 2024
Sylvie Adds New Men’s BandsThe Texas-based jeweler collaborated with luxury clothing brand Uncommon Man on men’s bands designed with European influences.
SourcingOct 08, 2024
Is Current Diamond Industry Turbulence Shaping a ‘New Normal’? Industry players have found ways to cope with market conditions while working to reshape themselves in the face of emerging realities.
SourcingOct 07, 2024
Rio Tinto to Offer 76 Diamonds in 2024 Beyond Rare Tender The sales event, in its second year, features a selection of rare diamonds from the miner’s Argyle and Diavik diamond mines.
CollectionsOct 07, 2024
Olympian Kristi Yamaguchi Partners With Heller Jewelers on New CollectionA portion of the proceeds from the “Always Dream” collection will go to Yamaguchi's foundation, supporting early childhood literacy.
SurveysOct 07, 2024
Hill & Co.’s New ‘Business of Jewelry Report’ Is OutThe first in what is slated to be a series of in-depth reports from the consulting company, it focuses on shortening supply chains.
