# Comedian-Approved Jewelry Collections Zales Partnered with Chloe Fineman on 'Not Another Candle' By Kalin Ned | Published 2025-12-29 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/not-another-candle References: [signetjewelers](https://www.signetjewelers.com/newsroom/brand-news/media-center-details/2025/Chloe-Fineman-Partners-With-Zales-to-Launch-the-Not-Another-Candle-Collection--a-Holiday-Jewelry-Capsule-That-Makes-Gifting-Anyone-And-Everyone-Effortlessly-Brilliant/default.aspx) The jewelry retailer Zales has collaborated with comedian Chloe Fineman to introduce a [limited holiday collection](https://www.trendhunter.com/trends/chaumets-holiday-2025), which was cheekily referred to as the 'Not Another Candle' capsule. The assortment consists of twenty items — from bracelets and earrings to necklaces and rings — that feature both classic designs and contemporary styles. The 'Not Another Candle' collection humorously addresses the common consumer experience of last-minute gift selection and the perceived lack of originality in default presents like scented candles. Instead, the campaign proposes jewelry as a superior option that conveys greater personal consideration. The 'Not Another Candle' initiative also expands on [Zales'](https://www.trendhunter.com/trends/zales-and-prince) Own It rebrand, which was initiated in the spring of 2025 and which seeks to frame fine jewelry as an accessible component of daily fashion and self-expression rather than solely for formal occasions. Image Credit: Zales ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 18% | Activity: 21% | Freshness: 60% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Humor](https://www.trendhunter.com/humor) ## Key Themes ### What Makes This Trend Stand Out - **Comedian-collaboration Collections:** Partnering with comedians for product collections adds a humorous and relatable twist to traditional offerings, appealing to younger audiences seeking authenticity. - **Humor-infused Marketing:** The integration of humor in marketing campaigns disrupts traditional advertising by creating memorable and shareable content that stands out in a crowded market. - **Revitalized Rebranding Initiatives:** Rebranding efforts that focus on accessibility and relevance can shift consumer perceptions, transforming luxury items into everyday essentials. ### Sectors Adopting This - **Jewelry Retail:** The jewelry industry stands to benefit from innovative collaborations that challenge traditional norms and expand market appeal to new demographics. - **Fashion and Accessories:** Fashion brands exploring cross-industry partnerships can leverage comedic elements to create unique and engaging narratives that resonate with consumers. - **Entertainment and Comedy:** Collaborations between the comedy sector and consumer goods companies open up new avenues for content creation that bridge entertainment and commerce. ## Related on Trend Hunter - [Festive Jewelry Lines](https://www.trendhunter.com/trends/holiday-2025-collection.md) - [Nostalgic Crayon-Inspired Jewelry](https://www.trendhunter.com/trends/nadine-ghosn-crayola-pack.md) - [Playful Holiday Candle Lines](https://www.trendhunter.com/trends/holiday-candle-collection.md) - [Functional Artisanal Candle Collections](https://www.trendhunter.com/trends/artisanal-candle-collection.md) - [Limited-Edition Holiday Candles](https://www.trendhunter.com/trends/little-golden-glows.md) - [Holiday Lifestyle Capsules](https://www.trendhunter.com/trends/as-ever-holiday.md) - [TV-Themed Anniversary Candle Collections](https://www.trendhunter.com/trends/The-Golden-Girls.md) - [Celeb-Headed Holiday Jewelry Campaigns](https://www.trendhunter.com/trends/love-is-a-gift.md) - [Perfume-Inspired Fine Jewelry Collections](https://www.trendhunter.com/trends/chanel-no5-2025-fine-jewelry.md)