In 2019, I worked as a Digital and Social Strategist with Badger & Winters to help the team develop a social-first campaign that reimagined how Zales Jewelers speak to consumers. The campaign “I am a Diamond” shifted how the jewelry category communicates with men and women. Instead of talking to him, we spoke directly to her, empowering her to express her personal style unapologetically. Zales believes women are the epitome of a diamond: strong, unique, and unbreakable.
