Monroe Collection

Monroe Collection

Zales

ZALES

How do you launch a jewellery collection using an icon from a very different time?   

She was a blond bombshell from a time when people said things like blond bombshell. So, when Zales came to us to help us launch their Marylin Monroe Collection, we knew we had to make her relevant for these times.

After diving into the history of Norma Jean, it quickly became clear she forged her own path in an era where paths for women were few. She was her own muse. Just like the women of today.

The “I am my own muse” campaign rolled out across America during the holidays, and was built upon a media campaign that targeted everyone from self-purchasers to gift-givers. It also helped drive Signet’s biggest single-day stock gain in 27 years.