Message jewelry has long been a strong category for jewelers—think lockets and mother’s rings. So, in a move that blends that appeal with the country’s current patriotic focus, retail giant Zales is promoting military-themed jewelry this season.

At a time when the economy has people rethinking holiday purchases, Zales is wisely tapping into sentiment with a new line of pendants and charms that pays tribute to the U.S. Armed Forces (even wiser—they are crafted primarily in sterling silver to hit affordable price points). The collection is available exclusively at Zales.com.

Among the pieces is a sterling silver engraved dog tag with the option of one to three initials. It comes on a silver ball chain (reminiscent of authentic military dog tag chains) and retails for $69. Also available are 14k gold or silver service emblem charms with up to five characters engraved on the back, and a sterling military cross pendant with an engraved service emblem at its center.

And, while Zales’ marketing savvy should be applauded, the retailer’s tangible “thank you” to military personnel deserves even greater props: In honor of Veteran’s Day, Zales is offering a 15 percent military discount until Nov. 24 on all Zales.com and in-store purchases.

Weekly Gem
There has been much discussion about the fashion statements made by the soon-to-be first lady. Love her style or hate it, one thing can’t be denied: Michelle Obama is ushering in a new fashion era in terms of political wives. As for jewelry, well, while she—like any good first lady—loves her pearls, Obama easily embraces fashion-forward looks as well. Her election-night earrings—modern, dramatic drop silhouettes in diamonds and white gold—were by contemporary designer Loree Rodkin.

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