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
CollectionsJul 09, 2026
Boucheron’s New High Jewelry Collection Is an Ode to the Human Touch“Human Being” highlights the similarities and differences between us through five sets of jewelry that celebrate fine craftsmanship.
WatchesJul 09, 2026
Damiani Group Finalizes Acquisition of Baume & MercierRichemont will continue to provide operational services for the watch brand for a period while the group prepares to integrate it.
AuctionsJul 09, 2026
Pharrell Williams’ Joopiter Hires Former Bonhams Exec to Head New Watch DivisionNate Borgelt will lead the digital auction house and content platform’s new division as head of watches.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
Events & AwardsJul 09, 2026
Halstead Names 2026 Grant WinnerEnoch Platero, founder and designer behind Enoch Michael, is the first Native American jeweler to win the award.
Weekly QuizJul 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJul 09, 2026
AGS, GIA Name 2026 Beatrice Shipley Scholarship WinnerAGS also announced the recipient of its “Women in Leadership” scholarship.
SurveysJul 08, 2026
Signet Jewelers Falls 5 Spots on NRF’s ‘Top 100’ Retailers ListPlus, why retailers should be ready to adjust as the U.S. population may decline this year for the first time since the Great Depression.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
CrimeJul 08, 2026
Here’s What Thieves Stole From the Lalique Museum René Lalique’s “Woman Dragonfly With Open Wings” pendant, the first piece the museum acquired, was one of the jewels taken.
ColumnistsJul 07, 2026
Peter Smith: Diamond Branding and the Origin ParadoxA podcast prompted Smith to share his views on where origin fits into the natural diamond story and the viability of branded diamonds.
Events & AwardsJul 07, 2026
JA Announces 2026 Impact Initiative RecipientsThe association selected eight recipients for the funding program, which is in its second year.
TrendsJul 07, 2026
Amanda’s Style File: Ruby, White and Blue Whether celebrating America’s 250th birthday or the USA’s World Cup run, July birthstone jewelry can double as a patriotic accessory.
CrimeJul 07, 2026
Thieves Steal Millions in Jewels From France’s Musée LaliqueAround 20 pieces of jewelry were stolen from the museum dedicated to French jeweler and glassmaker René Lalique.
CollectionsJul 07, 2026
Robinson Pelham Is Partying Like It’s 1996The “Summer of ’96” campaign and collection celebrate the year the brand was founded for its 30th anniversary.
SourcingJul 06, 2026
Gemfields CEO Sean Gilbertson Steps DownAfter eight years, Gilbertson is leaving his post at the mining company, which is currently facing a slew of operational challenges.
IndependentsJul 06, 2026
Bachendorf’s To Open Fifth Store In DallasThe new location is set to open this winter, featuring the retailer’s first rotating jewelry designer residency.
MajorsJul 06, 2026
Graff Names BTS Star Jung Kook as New AmbassadorThe pop artist appears in the latest campaign for the “Laurence Graff Signature” collection.
CollectionsJul 06, 2026
Pandora’s New Baroque Pearl Collection Is a Whimsical ‘Wonder’One-of-a-kind pearls take the shape of ice cream cones, frogs, submarines, and other imaginative charms.
SourcingJul 02, 2026
London Diamond Bourse Elects First Female PresidentCharlotte Rose said her election is “a sign that this is an industry capable of change.”
Supplier BulletinJul 02, 2026
Elevating Retail Showcases with Today's Necklace & Bracelet TrendsSponsored by Rio Grande Jewelry Supply
TrendsJul 02, 2026
Oscar Heyman’s Flag Brooch Celebrates AmericaThe American jewelry house, founded by Latvian immigrants, has been creating American flag brooches since 1917.
IndependentsJul 02, 2026
D. Geller & Son Partners with KSU Art Students on Store MuralThe artwork celebrates the Atlanta jeweler’s legacy and symbolizes its commitment to supporting local artists and its community.
Events & AwardsJul 02, 2026
Stratus Estate Buyers Offers Jewelers Turnkey Buying EventsIts team can evaluate jewelry and watches, as well as luxury handbags, artwork, and collectibles.
SurveysJul 01, 2026
Consumer Confidence Ticks Up in JuneFalling oil prices were a factor in the slight month-over-month improvement.
CollectionsJul 01, 2026
Rio Grande Launches First Finished Bridal CollectionThe new offering comprises more than 120 bridal and engagement ring styles with natural and lab-grown diamonds.
WatchesJul 01, 2026
Rolex Unveils Clock at Rockefeller CenterThe clock is part of the celebration for the soon-to-open Rolex headquarters on New York City’s Fifth Avenue.
IndependentsJul 01, 2026
Kristen Cannon of Valobra Master Jewelers Dies at 49The public relations professional is remembered for her benevolent generosity and unwavering commitment to those around her.
