Saturday Night Live cast member Chloe Fineman is taking aim at the panic-inducing part of holiday gifting with a fresh, funny advertising campaign for a jewelry capsule collection she created in partnership with Zales.
Fineman curated Zales’ “Not Another Candle” collection so shoppers can wrap up gemstone huggies, tennis bracelets, rings, or other jewelry for everyone on their list instead of giving something impersonal like a candle.
Zales’ campaign with Fineman, which debuted Nov. 18, is part of parent company Signet’s “Own It” rebrand for Zales that seeks to establish it as the go-to retailer for accessible, stylish jewelry perfect for self-purchasing as well as gifting to family and friends.
Amanda Rather, senior director of brand marketing for Zales, says the name for the 20-piece capsule came from that holiday-shopping moment when you realize you’ve run out of time and end up grabbing the same predictable gift—a universal experience spoofed in the 2016 SNL song “The Christmas Candle” with guest host Emma Stone.
“Our team kept joking about how many candles we’ve all given and received over the years, and it became this running line in early brainstorms. When Chloe joined the conversation, she immediately latched onto it,” Rather says. “She thought it was hilarious, instantly relatable, and very much her sense of humor. From there it became the creative north star.”
The Not Another Candle capsule offers jewelry that’s personal, meaningful, and anything but expected, Rather says. In creating the collection, Zales presented Fineman with an assortment of Zales’ newest jewelry pieces and she reviewed each one individually.
“Chloe approached it with the eye of a stylist and the mindset of a storyteller,” says Rather. “She gravitated toward pieces that felt versatile, a little playful, and reflective of different personalities—something for the friend who loves color, the sibling who always layers chains, the partner who wants something classic but not too serious.”
Fineman was a true professional who worked with creative clarity throughout the partnership, Rather says, but the actress also kept the mood light and energetic. The jewelry truly is “Chloe-curated,” the Zales exec adds.
“She brings this blend of sharp wit, warmth, and total fearlessness. She’s not afraid to poke fun at the holiday chaos we all experience, but she does it in a way that brings people in. That balance is exactly where Zales is headed,” says Rather.
Fineman embodies the spirit of the Own It rebrand, positioning fine jewelry as a daily ritual rather than something reserved only for major milestones, according to Rather.
“She’s modern, stylish, and incredibly relatable. She made the brand feel both elevated and approachable, and she helped us tap into a cultural moment where humor and authenticity really resonate with consumers,” Rather says.
The Fineman collab shows the direction Zales is taking with the rebrand, and Rather says the process has been transformative so far. Humor and personality balance the messages of quality and craftsmanship that Zales is communicating, she says.
“We’ve seen incredibly strong momentum across all fronts, including brand consideration and engagement, and that momentum is translating directly into behavior, with customers engaging with the brand as intended, embracing self-purchase and responding to the refreshed platform in a meaningful way,” Rather says.
Top: “I did everyone a favor,” Chloe Fineman says in an Instagram clip about the Zales jewelry collection she’s curated, as a direct rebuke of those candles everyone chooses as an easy gift. (Photos courtesy of Zales)
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