Kay Jewelers has debuted its new “Love All In” campaign as part of its brand relaunch. The campaign encourages today’s sometimes connection-shy consumers to go for it if they like someone.
Akron, Ohio—As part of its brand relaunch, Kay Jewelers has debuted a new campaign that encourages authentic connections in an age when it’s cool to play it cool.
The new campaign, called “Love All In,” is rooted in a “cultural tension” that is prevalent among young people, Kay Jewelers said.
While they’re looking for meaningful connections, they have a fear of being vulnerable and are often afraid to say something when they like someone.
“At a time when people are encouraged to play it cool and hold something back, Kay is taking the opposite position,” Kay Jewelers President Julie Yoakum said.
“We believe the best things in life happen when you go all in, and love is no exception.”
The campaign includes a 60-second video set to “Everything is Romantic” by Charli XCX featuring Caroline Polachek.
The commercial features a series of relationships and moments of connection, showing love at different stages and expressed in different ways.
“Jewelry is featured not as a main character, but as a part of the journey, marking the connections, emotions, and experiences that shape our lives every day,” Kay said.
“We believe the best things in life happen when you go all in, and love is no exception,” said Julie Yoakum, president of Kay Jewelers.
Signet Jewelers has been working to differentiate its stores, which include Kay Jewelers as well as Zales, Jared, and Banter, as part of its “Grow Brand Love” turnaround strategy.
Zales recently debuted its new “You Are The Occasion” campaign, which discourages shoppers from saving their fine jewelry for special occasions only.
The “Love All In” campaign marks an important milestone for Kay’s evolution, said Yoakum.
“Love has always been at the center of our brand, but the way people experience and express love is changing. ‘Love All In’ reflects that change, using today’s consumer as our North Star as we shift from awareness to relevance, expand beyond traditional milestones, and celebrate the full journey of love,” she said.
The campaign launched on Sept. 8.
Kay’s new brand identity and creative campaign will be shared via television, streaming, digital, social, and creator content.
Shoppers will see redesigned stores featuring new visual merchandising and product education, as well as pilots around open selling, custom design, and interactive zones.
Kay’s website also has undergone a redesign ahead of the holidays, with a focus on storytelling, improved user experience, and a more curated product assortment.
The jeweler is cutting back its merchandise assortment by 20 percent in select categories, emphasizing custom jewelry and men’s jewelry.
As the brand evolves, the assortment needs to reflect what customers are looking for, Yoakum said.
“Men’s jewelry and watches are a natural part of that evolution,” she said.
“Men are purchasing and wearing jewelry for everyday style, milestone moments, and gifting, and we want to make sure we’re meeting those needs with a relevant, modern assortment. We see this as a natural extension of the Kay brand and our commitment to serving customers across more occasions, recipients, and expressions of love.”
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Kay shared the new “Love All In” campaign through a series of events during New York Fashion Week (NYFW) earlier this month, including an interactive pop-up in Soho that invited people to share their love stories.
“Love Island” season 6 contestants Kaylor Martin and Kendall Washington made an appearance at the event’s Diamond Truth Booth to ask each other love-related questions.
The brand also collaborated with fashion label Public School NY to debut a diamond-studded jacket at its NYFW show.
Designed by Dao-Yi Chow and Maxwell Osborne, it was set with 550 lab-grown and natural diamonds.
Kay is holding a “Love All In” contest, giving away diamonds from the jacket to 20 winners who share a story about when they went all in on love for a partner, friend, or family member.
The “Love All In” tour will continue.
Its next stop is set for Oct. 11 at the Saints game in New Orleans, where former Saints quarterback Drew Brees will be honored with the Pro Football Hall of Fame Ring of Excellence, crafted by Kay.
Brees, who ranks second all-time among NFL quarterbacks in both passing yards and passing touchdowns, was inducted into the Pro Football Hall of Fame this year.
“We want ‘Love All In’ to be a part of culture, not just live in our advertising,” Signet Jewelers Chief Marketing Officer Lisa Laich said.
“A runway, a football field, on the streets of Soho. These are places where people are already showing up for each other, and Kay is proud to be a part of these meaningful moments.”
