KAY Jewelers Announces Modernized Brand Evolution for a New Generation of Consumers

America’s largest jewelry retailer embarks on a brand evolution that includes exciting creative campaigns, future store redesigns and an updated product offering.

AKRON, Ohio, September 24, 2024–(BUSINESS WIRE)–KAY Jewelers, the world’s largest retailer of diamond jewelry, today announced an exciting new chapter in the brand’s history, launching an evolution that invites a new generation of consumers to celebrate their special relationships in a personal, fun and vibrant way.

For over 100 years, KAY has helped millions of people express their love through jewelry that symbolizes the most important moments and milestones in their lives. Throughout that time, relationships, whether romantic, familial or platonic, have continued to evolve, and KAY Jewelers is committed to evolving with them. Launching with a fresh, brand new creative campaign in September, KAY will focus on showcasing true, authentic love and how people truly experience it in their everyday lives.

“Love is beautiful and magical, but it can also be chaotic and unpredictable—a winding path with twists and turns that are unique to each customer’s story,” said Bill Brace, president of KAY Jewelers. “This authenticity and rawness are elements that KAY celebrates in the evolution of our brand. Whether consumers visit one of our redesigned stores, browse our fresh new styles online, work with our jewelry experts to create personalized jewelry, or experience our new creative campaign, we hope they see themselves and their true love stories in our brand. We’ve always been a jewelry brand for everyone, but we want to be a jewelry brand for you and your unique love stories.”

In addition to the new creative campaign, KAY Jewelers will refresh its retail network in 2024 and 2025, providing customers with an enhanced and engaging shopping experience for the more than 20,000 shoppers who visit stores each year. The new design has been carefully crafted to create a comfortable, immersive environment for exploration, with thoughtfully integrated technology that helps deliver a personalized experience. A dedicated personalization and collaboration zone will provide a personal, immersive experience and is suitable for weddings, groups of friends and other customers looking to create memories that will last a lifetime.

KAY Jewelers has evolved to expand its product offering beyond classic jewelry. The new STUDIO BY KAY collection introduces over 30 styles, including stackable rings and trendy hoop earrings, offering fresh, luxurious designs that enhance everyday styles.

The story continues

The STUDIO BY KAY collection will be available online at KAY.com and in select KAY stores on October 28. Prices range from $199.99 to $2,199.99. For more information about KAY Jewelers, visit KAY.com.

About KAY JEWELERS:
For more than 100 years, KAY has helped millions of people express love and celebrate life’s most important moments. KAY, operated by Signet Jewelers Ltd., is America’s #1 jewelry retailer and the largest diamond jewelry retailer in the world. For more information, visit www.KAY.com.

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