Zales is sending its jewelry somewhere you wouldn’t normally expect to see it: a marathon.
The Signet Jewelers-owned retailer is launching The 26.2 Edit on Wednesday, a 27-piece jewelry assortment that includes tennis bracelets, necklaces, pendants, earrings and anklets, with prices ranging from $149 to $7,999. Its accompanying RUNway campaign features a 16-person running squad who will train and race in the jewelry. Among them are “Summer House” star Carl Radke, former “Bachelorette” Tayshia Adams and “Dance Moms” alum Chloe Lukasiak.
For Jamie Cygielman, who took over as president of Zales and Banter in August, it’s an early opportunity to show where she wants to take the retailer. Cygielman joined Signet after serving as global head of dolls at Mattel, which owns Barbie, and previously leading American Girl.
“Bridal and gifting remain foundational to Zales, and that hasn’t changed. What we see is an opportunity to widen the aperture,” Cygielman told WWD exclusively. “With self-purchase and self-celebration on the rise, we’re tapping into micro moments and giving people more occasions to celebrate themselves.”
The concept is an extension of Zales’ existing “You Are The Occasion” platform, which encourages customers to celebrate themselves rather than wait for traditional milestones. The marathon campaign puts that idea into practice with runners of varying experience levels, from first-time marathoners to seasoned competitors.
“A piece of jewelry can celebrate a goal you worked toward or simply express who you are today,” Cygielman said. “For Zales, it’s about becoming a brand people see themselves in and offering a personalized experience that gives them more reasons to engage with the brand.”
Cygielman’s background at Mattel, where she worked with brands that have maintained loyal followings across generations, has also influenced her approach to the jewelry retailer.
“I’ve been fortunate enough to work across a variety of industries and many of the brands I’ve worked with share one thing in common: a strong legacy of emotional connection and fandom,” she said. “This work reinforced my belief that enduring brands celebrate heritage while evolving with culture.”
The campaign comes as running clubs have become increasingly popular social outlets, bringing together people looking for community as much as exercise. Beyond its celebrity participants, Zales’ Running Squad includes former military members, mothers balancing training with family life and a couple brought together by their shared love of running.
“One of the biggest shifts we’ve seen in recent years is how much people value community and time together,” Cylgielman said. “Whether it’s a running club or a weekly Mahjong group, people are connecting through shared passions, and those micro communities create their own reasons to celebrate. That’s the spirit of You Are the Occasion.”
The collection includes silver, gold and lab-grown diamond-accented styles, along with commemorative pieces featuring the numbers 13.1 and 26.2, representing half and full marathon distances.
Despite the running theme, the assortment isn’t intended exclusively for athletes.
“The 26.2 Edit was curated with versatility at its core. Whether worn to the office, styled for the weekend, or incorporated into an active lifestyle, these are pieces designed to move with you through all life’s moment,” Cygielman said.
Radke, who has previously competed in marathons, will also host a post-race Medal Monday celebration at Soft Bar + Cafe in Greenpoint, Brooklyn following the New York City Marathon.
“There’s so much consistency, dedication and discipline that happens long before race day, and the journey is just as important as the finish line,” Rakde said in a statement announcing the campaign.
The 26.2 Edit will be available beginning Wednesday, Oct. 21, on Zales’ website. The accompanying campaign will include social media content from the Running Squad and additional activations continuing through race day.