As part of a broader effort to engage younger customers, Kay Jewelers is modernizing its branding by focusing on personal connections, aiming specifically at 'Zillennials', who seek authenticity in their shopping experience.
Brace emphasized, 'It's really a component of a much broader strategy to really move Kay into the future. Customers want to be spoken to in a way that resonates with their relationships.'
Erica Scott noted, 'We would look at what their love looks like...It was very clear that we were disconnected and there was a gap there.' The brand is shifting towards a more authentic portrayal of love.
The new strategy includes a fresh advertising campaign, revamped store designs, and the 'Studio by Kay Collection' featuring trendy jewelry options to attract younger shoppers.
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