Kay Jewelers to Revamp Brand
The Signet Jewelers-owned banner has a new campaign and plans for store redesigns.

The Signet Jewelers-owned banner is taking a multi-pronged approach, launching a new creative campaign, planning for store resdesigns, and refreshing its product assortment.
The new creative campaign focuses on authentic love, said Kay Jewelers, and shares how people experience love in their everyday lives.
“Love is beautiful and magical but can be messy and unpredictable – it’s a winding path with twists and turns unique to each customer’s story,” said Kay Jewelers President Bill Brace.
“That authenticity and rawness are the elements that Kay is celebrating in our brand evolution.”
As part of the rebrand, the jeweler will be refreshing its retail store footprint from now through 2025.
The banner aims to create a comfortable shopping setting that encourages exploration, adding in tech elements for a more personalized experience.
One new element will be a customization and collaboration area for a full-service, personalized experience. It will also be a space to host wedding parties, friend groups, and other shoppers.
“Whether consumers visit one of our redesigned stores, browse our fresh, new styles online, collaborate with our jewelry experts to create customized jewelry, or experience our new creative campaign, we hope they see themselves and their genuine love stories in our brand. We’ve always been a jewelry brand for everyone, but we want to be the jewelry brand for you and your unique love stories,” said Brace.
The banner is also introducing a new “Studio by Kay” collection, which goes beyond the classics, it said.
The collection features more than 30 styles, including stackable rings and trendy hoops, ranging in price from about $200 to $2,200.
The Studio by Kay collection will launch online and in select Kay stores on Oct. 28.
The banner also recently released the “Milestones Natural Diamond” collection, which includes trendy jewels centered by a bezel-set center stone.
The Latest

It will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”

From design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.

The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.

When investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.

The entrepreneur and “Shark Tank” star will share his top tips for success.


The designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.

On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

The index partially rebounded after months of decline, due in part to the U.S.-China deal to temporarily reduce import tariffs.

The actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.

The company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."

The large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.

Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.

Those born in June have a myriad of options for their birthstone jewelry.

The diamond industry veteran has been named its senior sales executive.

The company plans to raise the prices of select watches to offset the impact of tariffs.

Between tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.

Designed by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.

However, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.

The pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.

Sponsored by Stuller

It was featured in the miner’s latest sale, which brought in $24.8 million.

GemText AI uses artificial intelligence to generate tailored product titles, descriptions, and tags with jewelry-specific language.

Aging and with myriad health issues, none will serve time for their roles in robbing the billionaire celebrity at gunpoint in 2016.

The WNBA team received rings imbued with meaning, from leaf motifs and its Liberty torch to the number of diamonds used.

A longtime executive at RDI Diamonds, Rickard has served on the JBT board for the past five years.

The two organizations have signed an affiliation agreement that’s expected to be finalized in the coming weeks.