KAY Jewelers (Akron, Ohio) has taken the wraps off a brand evolution that includes an updated store design. The evolution is designed to “invite the next generation of consumers to celebrate their one-of-a-kind relationships in personal, playful and vibrant ways,” the jeweler said in a news release.
“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 President Bill Brace. “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. We’ve always been a jewelry brand for everyone, but we want to be the jewelry brand for you and your unique love stories.”
In addition to a new ad campaign reflecting those themes, KAY Jewelers said it will reinvigorate its retail store footprint (which currently totals about 1000 locales) throughout this year and into 2025, giving consumers “an elevated and engaging shopping experience.”
“The new design has been carefully crafted to create a comfortable, perfect setting for exploration, with thoughtfully integrated technology that helps deliver a personalized experience,” states the company’s release. “A dedicated customization and collaboration area will provide a personal, full-service experience and is fit to host wedding parties, friend groups and any other consumers looking to create memories that last.”
KAY is a unit of Hamilton, Bermuda-based Signet Jewelers Ltd., which operates at total of about 2700 stores primarily under the brands of KAY Jewelers, Zales, Jared, Banter by Piercing Pagoda, Diamonds Direct, Blue Nile, James Allen, Rocksbox, Peoples Jewellers, H. Samuel and Ernest Jones.
