Zales invites you to shop Mother’s Day Specials with up to 50% Off in its latest commercial.

The spot, which presents moms as the first influencer in one’s life, features young women gifting their moms a piece of jewelry from Zales.

“This is how mom shines. Find your perfect Mother’s Day gift at Zales, the Diamond Store,” the voiceover says in the 30-second ad, which showcases a diamond triple swirl heart pendant in sterling silver and 10K rose gold, and more.

The collection includes cushion-cut lab-created sapphire stud earrings in sterling silver, pendants, earrings, necklaces, and even sets including a Mother-of-Pearl Dial and Necklace.

Customers have to possiblity to start a virtual consultation with a Jewelry Expert or schedule an appointment for later, get special financing, available with the Diamond Credit Card, add Lifetime Jewelry Protection Plan ($34.99), which lets them have peace of mind with jewelry repaird covered for life, get free shipping, and more.