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Kay Jewelers targets Gen Z, millennials with brand refresh

The news: Kay Jewelers is banking on a brand and store refresh to reinvent itself as a destination for more than just special occasions, as well as attract more “Zillennials”—customers on the cusp between Gen Z and millennials—to its properties, per Women’s Wear Daily.

  • The retailer is spending over $60 million to update its stores to include more personalized experiences, including the ability to design custom jewelry in dedicated Customization and Collaboration areas.
  • Kay is also launching an everyday collection, Studio by Kay, which offers more fashion-forward products like stackable rings and hoop earrings.

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