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.
Editors' Picks
Sponsored by
More on Majors
The Latest
CollectionsApr 02, 2025
Bea Bongiasca’s ‘Tarallo’ Collection Expansion Is a ZooThe pieces in “Animali Tarallo” portray animals from stingrays to elephants through portraits and interpretations of their patterns.
SourcingApr 02, 2025
Winston’s Collection of Natural Color Diamonds Now on Display in D.C. Ronald Winston, son of Harry Winston, donated the diamonds to the Smithsonian National Museum of Natural History in Washington, D.C.
Policies & IssuesApr 02, 2025
Jewelers of America to Hold Webinar on TariffsThe virtual event will take place April 7 at 3 p.m.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
Events & AwardsApr 02, 2025
Punchmark to Host Client WorkshopThe educational event will take place in Charlotte, North Carolina, this May.
Weekly QuizMar 27, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 YearsThe independent jeweler first opened its doors in 1888.
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in FloridaThe debut event will take place in Miami’s Coconut Grove neighborhood this fall.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor ShortageThe roundtable will take place May 17 ahead of the trade show’s welcome dinner.
CollectionsApr 01, 2025
Monica Rich Kosann Says ‘Good Grief’ in Peanuts Jewelry CollectionThe “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.
TrendsMar 31, 2025
Amanda’s Style File: Dripping in DiamondsDiamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With AcquisitionThe Utah-based company known for making wedding bands has acquired Doubloon Golf.
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH WatchesThe longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry StoreAuthorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.
SourcingMar 28, 2025
19th-Century Jade Book Now Available in EnglishLotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ RingThe ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ OutlookThe Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand AmbassadorThe Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent JewelerThe family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco WatchesThe “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.
MajorsMar 26, 2025
QVC Group Appoints New PresidentAlex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat RubyThe ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft RecoveredThe two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.
