Zales‘ latest campaign, dubbed “Own it,” aims to celebrate a new generation of consumers.

On Wednesday in New York, the brand got a celebration of its own.

Halle Bailey, musician of “The Little Mermaid” fame, hosted a fete for the brand and its campaign launch, which counted Hari Nef, Ella Hunt and Pritika Swarup as guests, in addition to Zales’ president Kecia Caffie and creative director Lionel Cipriano.

For “Own it,” the brand tapped filmmaker Marie Schüller to direct, and it was lensed by photographer Hannah Sider.

Zales has been casting a much wider net as of late, starting with a marketing rebrand in late 2023, an ensuing campaign, and a collaboration with Prince Tennis for the U.S. Open in 2024.

At the time of the 2023 rebrand, Caffie said, “The customers today really value genuine, real connections in their relationships, but also in their relationships they have with organizations. As we delved into that, we thought that there was a real opportunity to be a little messier in the way we presented ourselves to the customer, so not necessarily showing the most perfect moments in life.”

The brand’s new assortment follows that ethos. Among the new collections are Stellar Allure, which includes lab-grown diamonds, and Whimly by Zales at softer price points of stackable products. Both were on display at the event, as well as Zales Essentials.

“Jewelry is for every occasion — morning coffee, dog walks, even the gym,” Cipriano said in a statement. “We’re here to make fine jewelry effortless, wearable and unapologetically you. No rules, just stunning pieces that fit your life.”