Situation: KAY Jewelers faced a perception challenge among Gen Z and younger Millennial ("Zellennial") couples and singles. The brand was seen as generic and not personally relevant.
Insight: Today’s young consumers want jewelry that reflects their style, individuality and unique love stories. For KAY to become culturally relevant, it needed to shift from a mass-market approach to a more personalized, meaningful brand experience.
Idea: Reposition KAY Jewelers as a champion for personal and bold expressions of all kinds of love. Instead of focusing solely on traditional relationships, highlighting one couple and one key product, KAY would now celebrate diverse relationships and individual styles with all kinds of unique jewelry.
Results: KAY became the #1 preferred jeweler across all demographics. Year-to-date sales increased 4.7%.
Role: Concept Development l Creative Director
