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New York, NY--KAY Jewelers, for the third year in a row, brought its message of hope and love to the Times Square New Year's Eve Celebration as the Official Kiss Sponsor. The event, hosted by Jonathan Bennett and his husband Jaymes Vaughan, celebrated the arrival of 2024 with a mix of in-person attendees and national viewers.

The celebration featured an interactive element with the #KayKiss TikTok branded effect, inviting attendees and viewers to share their New Year's Eve kisses. TikTok influencer Kat Stickler joined the hosts in this initiative, contributing to the festive atmosphere.

A central highlight of the event was KAY Jewelers' partnership with St. Jude Children's Research Hospital. This collaboration was showcased through an interview with the parents of Beckett, a 3-year-old St. Jude patient who recently completed chemotherapy for brain cancer. The interview aimed to inspire viewers with Beckett's journey and encourage support for St. Jude as a symbol of hope and love for the New Year.

Bill Brace, President of KAY, emphasized in a news release the company's mission to inspire hope and love, particularly through modern platforms like TikTok. He lauded the event as one of KAY's most successful brand campaigns, reflecting the company's ongoing evolution to meet consumer needs beyond just products.

KAY's commitment to St. Jude involves supporting the hospital's efforts in advancing pediatric disease research and treatments. Signet Jewelers, KAY's parent company, recently pledged an additional $100 million to St. Jude, building on their 25-year partnership that has already raised a similar amount.

The holiday season saw further initiatives from KAY, including a "Light Up Hope" drone show above the St. Jude campus and the introduction of Harvey and Harper plush toys, with profits supporting St. Jude. Additionally, KAY launched a special edition teddy bear fine jewelry collection to honor St. Jude, committing a $50,000 donation by the end of 2023.