The over 100-year-old Signet Jewelers-owned brand is undergoing a “brand evolution,” according to Kay Jewelers’ brand president Bill Brace, who explained the strategy is to target a younger customer base. Brace explained the strategy is aimed at “Zillennials,” customers who are on the cusp of Millennials and Gen Z. The strategy came about after Kay Jewelers did an analysis on this demographic to see their perceptions of the brand and found that they are looking for more personal and authentic connection when shopping for jewelry.
As part of the strategy, Kay Jewelers is investing more than $60 million to modernize more than 200 storefronts across the country, in addition to opening several stores through this year and 2025. modernization is to put a larger emphasis on customization. Brace said many customers aren’t aware of the range of customizations Kay Jewelers offers — ranging from engravings to bespoke pieces — so, the brand will be spotlighting these services with dedicated customization areas in-store.
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