Kay Jewelers

Pride is a time for the LGBTQ+ community to come together with our friends, families, and allies, to celebrate love. A time to embrace our authentic selves and inspire others to do the same. A time to cultivate a sense of belonging, even when the world is less welcoming.

KAY wanted to encourage their audience to Celebrate Every Kiss; not just the love shared within the LGBTQ+ community, but also within support systems, those who encourage us to live our truths. The client asked for help showing their support for making the world a more diverse, accepting and understanding place. My creative partner, Tamara Boggis, provided the gorgeous images, and I handled the copy.

Static images highlighting the campaign slogan for Pride.

I came up with a concept to create Pride-themed Instagram Reels and TikTok filters for our social platforms. The user was able to choose a color or black-and-white overlay, then select the word that best describes how their love makes them feel. This personalization encouraged people to engage with Every Kiss in a more natural and shareable way. We also pitched a photo sticker with the same list of words as options, including “strength”, “passion”, “joy”, “power” and more, each one an affirmation of queer resilience.

A message of solidarity on behalf of the brand.

Celebrity couple Johnathan Bennet and Jaymes Vaughan were kept on as spokespeople for a second year, documenting their beautiful love story and breathtaking wedding.

Adding in the “Celebrate Every Kiss” sticker, we leveraged Instagram’s donation button to give followers the opportunity to support the Human Rights Campaign and show their support.

DTC Email to announce campaign and HRC partnership.

To engage with its Gen Z and Millennial customers, KAY Jewelers opened up payment options to include both a new KAY credit card, as well as on-trend Buy Now, Pay Later programs like Affirm. I created a small social campaign to get the word out, using static imagery with added movement, as well as extreme close-up beauty shots of their more chic and surprising pieces. My AD, Miguel Gonzales, provided the storyboards.

A large number of millennial and Gen Z customers have moved toward sites like Brilliant Earth and Etsy that allow users to build their dream ring in just a few clicks. To encourage that cohort to consider KAY, I showed how easy it was to create highly customizable engagement rings for themselves or their partners. I chose breathtaking images designed to stop the scroll.