(Press Release)
TEANECK, N.J. – Engagement ring brand Scott Kay is embarking on new marketing strategies following its acquisition by Frederick Goldman and the passing of its namesake founder.
The brand has modernized its visual identity with the implementation of its new signature purple hue. Paying homage to the regality and prestige of the brand’s designs as well as strengthening Scott Kay’s rich expression of romantic love, the hue can be found across all assets including updated packaging, in-case displays, website, social media, marketing collateral as well as in the brand’s latest revived advertising campaign titled, “A Life Together.”
The new advertising campaign, launched this winter, celebrates the core messaging of the brand which evokes romanticism, togetherness and the promise of devoting one’s life to a loved one. To reinforce the new visual identity, the brand has fully revamped its current website, www.ScottKay.com, as well as its social media channels to reflect an elevated and dynamic vision of the artistry of Scott Kay.
In addition, Scott Kay has announced a partnership with the Fashion Institute of Technology that will begin in January of 2017. It has also introduced its first-ever consumer packaging, offering a distinctive box for all those who purchase a ring.
“For us, it was important that we preserved what Scott Kay was known for, but also make steps towards its growth in the future,” says Jonathan Goldman, CEO of Frederick Goldman Inc. “Scott was a true artist whose excitement, love and commitment could be seen throughout all of his designs. We supported this artistic vision with an upgrade in the areas of manufacturing, sales and marketing to ensure that every single brand touchpoint communicates luxury.”
Looking ahead, greater focus will be put on precious metals, specifically platinum, which will pay tribute to Scott Kay’s history of reviving this precious metal in the bridal industry. The introduction of original designs will continue to be inspired by the brand’s archives. Chief Merchandising Officer Susan Chandler, who leads the creation of collections adds, “The artistry that can be found in the archive will help to evolve the brand and its designs into the future. We are excited to see where this will lead us.”
For more information, contact Kaitlin Derkach, The Promotion Factory, at kaitlin@thepromofact.com or 212.217.9065.