Kay Jewelers is kicking off a new campaign as evidence builds that the years-long slump in wedding proposals seems to be ending. The chain is also freshening up its assortment to appeal to younger shoppers with more eclectic tastes, and redesigning its stores.
The company describes the campaign as inviting the next generation of lovebirds looking to “celebrate their one-of-a-kind relationships in personal, playful and vibrant ways.”
The campaign comes as Signet Jewelers, Kay’s parent, believes the prolonged drought in America’s “Will you marry me?” moments is ending.
“The engagement recovery is happening,” said Virginia Drosos,Signet’s chief executive officer, in an earnings call webcast for investors earlier this month. “Google and Instagram searches for engagement rings are up significantly in recent months.”
advertisement
advertisement
She added that other company metrics are higher than last year. “Based on these leading indicators and the positive engagement unit growth we've seen third quarter to date, we have confidence that we're well positioned for the upcoming peak engagement season over the holidays.”
While engagement themselves are finally returning to pre-pandemic levels, people are “approaching engagement in a more cautious way in this macro environment,” she says. That includes visiting sites 15% more often than a year ago before making a purchase.
The Zimmerman Agency created the Kay campaign, which will run on TV, online video, social, display and search. The campaign will include a variety of sports and NFL channels, as well as ongoing player partnerships.
Besides the new ads, Kay is also freshening up its fleet of stores, adding dedicated customization and collaboration areas. Those allow more personal, full-service experiences and can host wedding parties and friend groups.
It is also introducing products beyond the classics with a new line called Studio by Kay, with 30 styles, including stackable rings and trendy hoop earrings.