Prep your strawberries. Hull and chop the strawberries into small pieces so they break down evenly.
Combine in a saucepan. Add strawberries, sugar, lemon juice, and lemon zest to a medium saucepan. Stir to coat the fruit.
Cook until thick. Bring to a gentle boil over medium heat, then reduce to a steady simmer. Cook, stirring often, until the mixture becomes glossy and noticeably thicker, about 20–30 minutes depending on your strawberries.
Check the set. To test, place a small spoonful on a cold plate. After 1–2 minutes, run your finger through it—if it wrinkles and holds shape, it’s ready.
(Optional) Thicken with chia. If using chia seeds, stir them in during the last 3–5 minutes of cooking. Cook briefly to distribute and thicken.
Cool and store. Let the jam cool to room temperature. It will continue to thicken as it cools.
Jar it up. Spoon into clean jars. Refrigerate and use within a week or freeze for longer storage.