Ashley Graham is adding a touch of sparkle to Mother’s Day. The longtime model partnered with Zales for a new Mother’s Day-inspired curated collection, “Best for the Best,” and campaign, titled “Not Another Bouquet.” The collection is now available online, with top styles available in select stores.
“Motherhood expands who you are, it doesn’t replace it. I loved partnering with Zales this Mother’s Day because I resonate with the idea that women deserve to be recognized in all their dimensions, not just one role,” Graham said in statement.
Ashley Graham for Zales’ Mother’s Day collection.
Tyrell Hampton
“This collection is about choosing pieces that feel intentional and enduring, something that reflects your identity, your story, and the life you’re building every day.”
Graham, who previously joined WWD editors for the inaugural pre-show red carpet livestream at the 82nd Golden Globe Awards, collaborated with Zales on the elevated, yet accessible fine jewelry designs for the special Zales collection, made for everyday wear with an added sentimental quality to highlight Mother’s Day.
Ashley Graham for Zales’ Mother’s Day collection.
Tyrell Hampton
Personalized charms and gemstone pieces, timeless essentials like tennis bracelets, necklaces, hoops and contemporary geometric silhouettes feature throughout the Mother’s Day “Best for the Best” collection. Graham also styles the pieces in the “Not Another Bouquet” campaign. Pieces start at $100, with meaningful gifting at every level.
“Mother’s Day is an opportunity to celebrate the many dimensions of modern womanhood. With the ‘Best for the Best’ collection, we set out to honor moms with something as meaningful and enduring as everything they give,” said Lisa Laich, chief marketing officer of Signet Jewelers, owner of Zales.
Ashley Graham for Zales’ Mother’s Day collection.
Tyrell Hampton
“Partnering with Ashley Graham allowed us to bring that sentiment to life through deeply personal designs — all while reminding them they are always the occasion. Think of it as a loving reminder to show up with something a little more lasting this year — not another bouquet.”
