Kay Jewelers to revamp store fleet with updated design
Kay Jewelers is updating its brand with a new store design, a fresh advertising campaign and a new trendy collection as it looks to win over younger shoppers.
The 100-year-plus specialty retailer, part of the Signet Jewelers portfolio, will reinvigorate its 1,000-plus retail store footprint throughout 2024 and into 2025, with the aim of giving consumers an elevated and engaging shopping experience. The new design has been crafted to create a comfortable, perfect setting for exploration, with integrated technology that helps deliver a personalized experience.
The new features include a dedicated customization and collaboration area that will provide a personal, full-service experience. The space will be able to host wedding parties, friend groups and any other consumers “looking to create memories that last,” the company said.
In addition to the store redo, Kay is launching a new creative campaign that showcases “real, authentic love and how people truly experience it in their day-to-day lives,” the company said. It also is introducing a new fashion jewelry collection, Studio By Kay, that includes stackable rings and trendy hoop earrings. The collection will launch online and in select stores on Oct. 28. Prices will range from $199 to $2,199.
“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 Bill Brace, president, Kay Jewelers. “That authenticity and rawness are the elements that Kay is celebrating in our brand evolution. 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.”
Signet operates approximately 2,700 stores primarily under the name brands of Kay Jewelers, Zales, Jared, Banter by Piercing Pagoda, Diamonds Direct, Blue Nile, James Allen, Rocksbox, Peoples Jewelers, H. Samuel and Ernest Jones.
