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Kay Jewelers to Revamp Brand
The Signet Jewelers-owned banner has a new campaign and plans for store redesigns.
Kay Jewelers is ready for a rebrand, including introducing a new campaign.
Akron, Ohio—Kay Jewelers is undergoing a rebranding as it looks to appeal to the next generation of jewelry shoppers.
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.
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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.
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