CollectionsJun 04, 2024
Hearts On Fire Rebrands, Releases Signature Collection MajorsOct 01, 2024
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.
Related stories will be right here …
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.
More on Majors
The Latest
Policies & IssuesMay 14, 2025
Here’s What Happened to Pope Francis’ RingBefore Pope Leo XIV was elected, a centuries-old procedure regarding the late pontiff’s ring was followed.
AuctionsMay 14, 2025
Custom Rolex Pulled From Sotheby’s SaleThe one-of-a-kind platinum Rolex Cosmograph Daytona was estimated to fetch up to $1.7 million.
Lab-GrownMay 14, 2025
State of Diamonds: What’s Next for Lab-Grown Diamonds?While the product has entrenched itself in the market, retailers and consultants are assessing the next phase of the category’s development.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CrimeMay 14, 2025
Seattle Detectives Seek Public’s Help in Tiffany & Co. Robberies The police are trying to identify the man suspected of robbing two Tiffany & Co. locations in the area.
Weekly QuizMay 08, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesMay 14, 2025
Foundrae Donates $11K to Ethical MetalsmithsThe donation was the result of the brand’s annual Earth Day Ingot event.
IndependentsMay 13, 2025
Eiseman Jewels’ Renovated Dallas Store Is Bigger and BetterLocated in NorthPark Center, the revamped store is nearly 2,000 square feet larger and includes the first Tudor boutique in Dallas.
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest AdditionSupplier Spotlight Sponsored by GIA
MajorsMay 13, 2025
BIJC Launches New Education FundBIJC President Malyia McNaughton will shift roles to lead the new foundation, and Elyssa Jenkins-Pérez will succeed her as president.
TrendsMay 13, 2025
State of Jewelry Design: The Top 10 Jewelry Trends of the Past DecadeAs a nod to the theme of JCK Las Vegas 2025, “Decades,” National Jeweler took a look back at the top 10 jewelry trends of the past 10 years.
Lab-GrownMay 12, 2025
Lightbox to Go Dark by Summer, De Beers Says The company plans to halt all consumer-facing activity this summer, while Lightbox factory operations will cease by the end of the year.
Policies & IssuesMay 12, 2025
Tariffs on Chinese Imports Temporarily Slashed as U.S.-China Reach Deal Following weekend negotiations, the tax on Chinese goods imported into the United States will drop by 115 percent for the next 90 days.
Events & AwardsMay 12, 2025
Jewelry By Picasso, Dalí on Display at Florida Art Museum “Artists’ Jewelry: From Cubism to Pop, the Diane Venet Collection” is on view at the Norton Museum of Art through October.
Events & AwardsMay 12, 2025
CASE Awards Now Accepting Entries For 2025The deadline to submit is June 16.
IndependentsMay 09, 2025
Lugano Diamonds CEO Resigns Amid Internal InvestigationMoti Ferder stepped down Wednesday and will not receive any severance pay, parent company Compass Diversified said.
CollectionsMay 09, 2025
Pieces of the Week: Marie Lichtenberg’s Collaborations for Mother’s DayLichtenberg partnered with luxury platform Mytheresa on two designs honoring the connection between mothers and daughters.
SourcingMay 09, 2025
Gemfields Resumes Emerald Mining in ZambiaThe miner announced plans to recommence open-pit mining at Kagem.
CrimeMay 08, 2025
Former NYC Jewelry Store Employee Arrested in 2017 Choking Death of Boss Michel Desalles allegedly murdered Omid Gholian inside World of Gold N Diamond using zip ties and then fled the country.
EditorsMay 08, 2025
5 ‘Superfine’ Met Gala Jewelry MomentsAssociate Editor Lauren McLemore shares her favorite looks from a night of style inspired by Black dandyism.
Supplier BulletinMay 08, 2025
Instappraise Introduces Game-Changing Trifold Appraisal FormatSponsored by Instappraise
FinancialsMay 08, 2025
Brilliant Earth Notes an Uptick in Engagement Ring Sales in Q1CEO Beth Gerstein discussed the company’s bridal bestsellers, the potential impact of tariffs, and the rising price of gold.
IndependentsMay 08, 2025
Margot McKinney Lands in the U.S. With New BoutiqueThe brand’s first independent location outside of Australia has opened in Beverly Hills, California.
IndependentsMay 08, 2025
Verragio Announces New Regional Sales ManagerCathy Marsh will lead the jewelry company’s efforts in the upper Midwest and western United States.
FinancialsMay 07, 2025
Pandora Posts Strong Q1, Plans for TariffsThe company has multiple strategies for dealing with tariffs, though its CEO said moving manufacturing to the U.S. is not one of them.
ColumnistsMay 07, 2025
The Smart Lab: Building a Seasonal Marketing Strategy for Mother’s Day and BeyondConnecting with your customers throughout the year is key to a successful holiday marketing push.
SourcingMay 07, 2025
Gemfields Says Emerald Sales Improved in Latest AuctionIts commercial-quality emerald sale held last month totaled more than $16 million, up from about $11 million in September 2024.
TechnologyMay 07, 2025
Punchmark’s Latest Podcast Features a Very Special Guest National Jeweler Editor-in-Chief Michelle Graff joined Michael Burpoe to talk tariffs, consumer confidence, and the sky-high price of gold.
