With its new “Love All In” campaign, Signet Jewelers is rebranding Kay as jewelry for everyday expressions of love, using smaller moments of connection to build demand, says Kay president Julie Yoakum.
Starting this week, consumers will see “Love All In” across Kay’s website, advertising, social media, and creator content, Yoakum says. This “major evolution” will continue into Kay stores and its packaging in 2027.
“‘Love All In’ is the creative expression of a larger transformation across brand, product, and the Kay experience. We have been working on this diligently for the last year and it is now coming to life,” Yoakum says. “Kay has high awareness, a broad footprint, and deep consumer trust. The opportunity with today’s consumer is to establish relevance.”
Customers will see and feel the changes, Yoakum says. Within its stores, Kay is cutting its inventory by about 20% to simplify the jewelry it presents to customers. Kay will still offer its best-selling bridal and milestone jewelry but will add more products devoted to self-expression, gifting, and everyday occasions. It also will emphasize men’s jewelry and custom pieces.
Online, Signet revamped the Kay website to make it easier to browse and navigate. Website presentation will feel more special, and there will be stronger storytelling for the brand and its product selection.
The first iteration of “Love All In” has been in Kay customer emails and on social media, where it is getting positive reactions for its inclusivity, use of Charli XCX’s sticky “Everything Is Romantic” featuring singer Caroline Polachek, and heartfelt storytelling. As one Instagram comment said: “Love this campaign! So creative!”
Kay will still honor its “Every Kiss Begins With Kay” heritage, but in a more modern way with “Love All In,” Yoakum says.
“The fact that anyone can hear ‘Every Kiss’ and immediately know the brand behind it is remarkable and enviable. We love that phrase and our heritage. Now, it is about taking the essence of that for a new generation of storytelling,” Yoakum says. “We are honoring that legacy while evolving our voice.”
“Love All In” also will show up with a series of events during New York Fashion Week and beyond. For example, Kay will debut its Public School New York exclusive jacket at that brand’s runway show on Thursday featuring 550 lab-grown and natural diamonds. Kay also will host a “Love All In” pop-up mobile experience on Saturday in SoHo.
The mobile experience will continue touring with an Oct. 11 stop at the Saints football game in New Orleans. There, Kay will present Drew Brees with his Pro Football Hall of Fame Ring of Excellence, which Kay crafted.
Yoakum says “Love All In” is bigger than a typical ad campaign or tagline. She calls it a lens for advertising, social, product, stores, and customer experience.
“The world needs love more than ever right now. That is why this idea lands at this moment rather than any other. When we only picture a fairy-tale romance, we miss the small moments of love. Those are the ones people actually live in, and those are the ones we are celebrating,” Yoakum says.
Kay has strong connections with millennials, and it aims to continue to serve those customers as well as Gens Y and Alpha with the new campaign.
“Younger customers have an expansive view of love, relationships, self-expression, and jewelry,” Yoakum says. “‘Love All In’ gives us permission to be in that conversation authentically because love has always been our territory. The goal is to deepen relationships with existing customers while attracting new ones, both at the same time.”
Top: Images such as a young couple kissing in traffic after a loving exchange of jewelry are reminders of Kay’s historical tagline and a sign of its new “Love All In” campaign. (Photos courtesy of Kay)
- Subscribe to the JCK News Daily
- Subscribe to the JCK Special Report
- Follow JCK on Instagram: @jckmagazine
- Follow JCK on X: @jckmagazine
- Follow JCK on Facebook: @jckmagazine
