Celebrity Name: Ashley Graham
Brand Name: Zales
Deal Type: Curated Collection & Brand Campaign
Announced: April 13, 2026
Impact: Positions Zales as a modern, personality-driven gifting destination; extends Graham’s growing retail design profile into fine jewelry
- Ashley Graham has partnered with Zales on a curated Mother’s Day jewelry line called “Best For The Best.”
- The accompanying campaign, “Not Another Bouquet,” makes a bold cultural case for gifting jewelry over flowers, positioning Zales as the premium alternative to the default Mother’s Day gift.
- The collection spans personalized charms, gemstone pieces, tennis bracelets, necklaces, hoops, and modern geometric silhouettes, with prices starting at just $100.
- The launch builds on Zales’ holiday-season “Not Another Candle” campaign, extending the brand’s sharp anti-cliché gifting message into spring.
Ashley Graham, the supermodel, entrepreneur, and mother of three has partnered with Zales to launch the “Best For The Best” Mother’s Day collection, a curated fine jewelry line that celebrates the full, multidimensional identity of today’s moms.
The campaign is anchored by the tagline “Not Another Bouquet,” a direct challenge to the traditional flower gift. The collection includes personalized charms, gemstone pieces, tennis bracelets, necklaces, hoops, and bold geometric silhouettes, all starting at $100 and designed for everyday wear.
This isn’t Graham’s first time lending her eye to retail design. She previously fronted and co-designed a full collection with JCPenney, a deal that demonstrated her strong pull with inclusive, everyday fashion consumers.
On the brand side, Zales has worked with celebrities before. Actress Ella Hunt made event appearances for the label as recently as May 2025.
Graham enters this deal in a strong position. She currently serves as a global ambassador for Stuart Weitzman, starring in the brand’s Concrete Paradise spring 2026 campaign, and represented OMEGA at the Milano-Cortina 2026 Winter Olympics.
Much like how Ryan Reynolds and Hugh Jackman turned a brand campaign into a cultural moment for Monday.com, Graham brings the kind of authentic personality that makes a seasonal campaign feel bigger than a sales push.
Takeaways
Ashley Graham x Zales is sharper than it looks on the surface. Zales is quietly building a consistent brand identity around redefining gift-giving moments: first it was candles at the holidays, now it’s bouquets at Mother’s Day.
By partnering with a supermodel who is also a working mom, the brand signals that its jewelry is for real women, not just aspirational ones.
With an entry price of $100, they’re making meaningful gifting feel achievable at any budget. This is modern retail storytelling done right: emotional, accessible, and culturally resonant.
Could “Best For The Best” evolve into a recurring or expanded Graham x Zales design collaboration? Could this campaign push competitors like Kay Jewelers or Pandora to rethink their own Mother’s Day messaging strategies?
