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Akron, OH--KAY Jewelers announced in a news release that it is set to undergo a significant transformation aimed at appealing to a new generation of customers.

[Image by KAY Jewelers via Business Wire]

The company's brand refresh includes updated store layouts, a revamped product line, and a creative campaign that reflects the evolving nature of love and relationships.

KAY Jewelers President Bill Brace highlighted the importance of authenticity in the company's new direction, noting that relationships today are complex and unique, and the brand aims to reflect this reality.

"Whether consumers visit one of our redesigned stores, browse our fresh, new styles online, collaborate with our jewelry experts to create customized jewelry, or experience our new creative campaign, we hope they see themselves and their genuine love stories in our brand," Brace noted in the release.

The company's updated retail spaces, which will continue rolling out through 2025, are designed to provide an engaging and personalized shopping experience. New features include a dedicated customization area, which allows customers to collaborate with jewelry experts or celebrate milestones like weddings.

Additionally, KAY has introduced the STUDIO BY KAY Collection, a series of over 30 new designs, including stackable rings and hoop earrings, catering to customers seeking modern, everyday jewelry.

The collection will be available online and in select stores starting October 28, with prices ranging from $199.99 to $2,199.99.

Learn more in this news release on Business Wire.