KAY Spring Press Preview Event Recap

KAY Spring Preview Event Recap Tuesday April 25th, 2023

Link to video

Date: Tuesday April 25th, 2023 6PM-9PM Venue: Sadelle's Restaurant 463 W Broadway, New York, NY 10012

Event Overview

Event Overview: KAY hosted an intimate jewelry preview which included a cocktail hour and seated dinner for media, stylists, influencers, and tastemakers to learn more about KAY Jeweler's offerings and have a tactile experience with the jewelry. There was a variety of product on display covering categories such as men's, women's, gifts, etc. The items were focused on core gift-giving moments such as Mother's Day, Father's Day, Graduation, Milestone gifting, Wedding and Anniversary gifts, Engagements, Quinceanera, etc.

Guests: Media, influencers, and Signet/KAY staff members attended the event.

Total # of IG Posts: 52

Social Media Impressions: 967 K+ Impressions

Guest Attendance: 30+ editors attended the event from outlets such as Brides, People, InStyle, Elle, US Weekly, CNN Underscored, Cosmopolitan, and more! Members of the KAY/Signet corporate team were also in attendance.

Attendees

Signet Attendance: ❖ Bill Brace, President of KAY Jewelers ❖ Erica Scott, Vice President of Marketing & E-commerce/ Connected Commerce at Signet Jewelers ❖ Kaitlyn Quail, Director of Media Relations at KAY Jewelers ❖ Erin Loss, Marketing Innovation Manager at Signet Jewelers ❖ Stephanie Lawler, Vice President of Signet Merchandising ❖ Bryan Maiorana, Creative Manager at Signet Jewelers ❖ Aniekan Udo, Creative Director at Signet Jewelers ❖ Maie Amer-Guerrera, Vice President Visual Merchandising and In-Store Experience of Signet Jewelers ❖ Dana Schindler, VP of Marketing, Jewelry Services

Attendees

Media Attendance: ❖ Accessories Council – Cindy Chen Derkacz ❖ Bridal Guide – Juli Alvarez ❖ Brides – Shelby Wax ❖ CNN – Chelsea Stone ❖ CNN Underscored – Rachel Lubitz ❖ CondeNast – Tchesmeni Leonard ❖ Cosmopolitan – Megan Uy ❖ Ebony – Joane Amay ❖ ELLE – Alyssa Bailey ❖ Freelance – Audree Kate ❖ Freelance/Influencer – Sydney Sadick ❖ HuffPost – Kristin Adaway ❖ HypeBeast - Courtney Kenefick ❖ Industry/Art Wing – Scott Buccheit ❖ Industry/Art Wing - Naeem Delbridge ❖ InStyle – Omenaa Boakye

❖ Men's Health – Christian Gollayan ❖ New York Magazine/The Cut – Brooke LaMatina ❖ New York Post – Julia Reminard ❖ New York Post – Victoria Giardina ❖ New York Post – Vaishnavi Andra ❖ Over The Moon – Shayna Seid ❖ People – Karli Bendlin ❖ People – Maggie Kreienberg ❖ Refinery29 – Irinia Grechko ❖ Seventeen – Samantha Olsen ❖ Style Caster – Johnathan Borge ❖ The Knot – Sarah Hanlon ❖ Us Weekly – Gwen Flamberg ❖ Women's Day – Meaghan Murphy ❖ Women's Health – Rose Lature

❖ To kick off the Spring season, guests were given a first look at exclusive collections from KAY Jewelers! The collections were on display while guests interacted with each other and Signet/KAY executives. ❖ There were display tables located throughout the third mezzanine. Each table was dedicated to its own collection/theme and featured the newest and latest collections. The displays highlighted Le Vian, Monique Lhuillier Bliss, the LEO collections, Neil Lane, Engagement and Wedding Jewelry, Lab-Created Diamonds, High Jewelry, Great Gifts to Give, and Yellow Gold pieces.

Ambiance

❖ The KAY services team was set-up on the second mezzanine to educate guests on the variety of services that KAY offers. As a treat, guests had the opportunity to observe and receive a personalized bracelet at the engraving station. ❖ Pastel-colored floral décor added a romantic element to the space with each place setting receiving a personalized compact mirror with their name engraved on it. ❖ A curated playlist of music played throughout the night. ❖ Guests enjoyed a four-course meal provided by Carbone.

Images

Images

Images

Editor Social Media Posts 967 K+ Total Impressions

Social Posts

@AlyssaBailey 2.8K Followers

@AlyssaBailey 2.8K Followers

@AudreeKateLopez 30.8K Followers

@AudreeKateLopez 30.8K Followers

Editor Social Media Posts

Social Posts

@GwenBeauty 13.8K Followers

@IrinaGrechko 2.8K Followers

@_JonathanBorge 1.8K Followers

@MeaghanMurphy 29.7K Followers

Editor Social Media Posts

Social Posts

@MeaghanMurphy 29.7K Followers

@M_Steezy 3.0K Followers

@M_Steezy 3.0K Followers

@M_Steezy 3.0K Followers

Editor Social Media Posts

Social Posts

@RosayRose 2.7K Followers

@SarahHanlon_ 1.5K Followers

@ShaynaSeid 2.4K Followers

@ShaynaSeid 2.4K Followers

Editor Social Media Posts

Social Posts

@ShelbyWax 3.7K Followers

@SydneySadick 87.9K Followers

@VictoriaGiardina 1.8K Followers

@VictoriaGiardina 1.8K Followers

Le Vian Two-Tone Butterfly Pendant Necklace, $3,047.50

Love Entwined Diamond Necklace 1/2 ct tw Round-cut 10K White Gold, $1,799.99

New Journey Diamond 3 1/2 CTW Riveira Necklace, $7999.99

Neil Lane Men's Diamond Wedding Band 1/5 ct tw 14K Yellow Gold, $2,299.99

Neil Lane Diamond Engagement Ring 23/8 ct tw Radiant & Round 14K White Gold, $29,999.99

Monique Lhuillier Bliss Diamond Engagement Ring 1-1/6 ct tw Round & Pear-Shaped 18K Two-Tone Gold, $4,999.99

Monique Lhuillier Bliss Pear-Shaped Light Amethyst & Diamond Halo Engagement Ring 3/8 ct tw 14K White Gold, $1,799.99

Monique Lhuillier Bliss Diamond Wedding Band 1-1/4 ct tw Pear & Round-cut 18K White Gold, $3,799.99

THE LEO Artisan Diamond Solitaire Engagement Ring 2 ct tw Princess-cut 14K White Gold, $31,999.99

Editor Favorites

JBW Mink Stainless Steel Women's Watch, $2,395.00

Movado Heritage Datron Men's Watch, $1,095.00

Lab-Created Diamonds by KAY Round-Cut Graduated Riviera Necklace 6 ct tw 14K White Gold, $5,499.99

Lab-Created Diamonds by KAY Solitaire Stud Earrings 2 ct tw 14K White Gold, $5,629.00

Diamond Solitaire Ring 1 carat Marquise 14K White Gold, $3,999.99

Diamond Bridal Set 1 ct tw Roundcut 14K Yellow Gold, $3,949.98

Neil Lane Premiere Oval-cut Diamond Engagement Ring 2 ct tw 14K White Gold, $18,999.99

Neil Lane Men’s Black & White Diamond Wedding Band 1/2 ct tw 14K White Gold, $2,699.99

Monique Lhuillier Bliss Diamond Engagement Ring 1-1/4 ct tw Pear, Round & Marquise-cut 18K Two-Tone Gold, $4,699.99

Editor Favorites

Italian Brilliance Deconstructed Pant her Ring 14K Yellow Gold, $699.99

Men's Gold Hollow Figaro Chain Necklace 10K Yellow Gold, $2,999.99

Le Vian London Blue Topaz Emerald Cut Ring, $2,999.99

Le Vian Emerald Ring Diamond 14K Honey Gold, $1,299.99

Made in Italy 14K Braided Bracelet, $1,299.99

High Jewelry Diamond Tiered Ring, $4,499.99

High Jewelry Diamond Rope Bracelet, $13,999.99

Editor Favorites Made in Italy Earrings, $699.99

High Jewelry Side Pear Cut Riveira Necklace, $16,999.99

Overall ❖ The choice to have the event at Sadelle's was very well received by guests and got many compliments. Many guests were excited for the Sadelle's x Carbone experience. ❖ Guests adored all the jewelry and collections shown. They thought the collections were beautiful and some mentioned they will keep it in mind for upcoming stories.

Feedback

❖ The overall sentiment of the event and collections was very positive. The displays allowed editors to view and photograph the collections up close so they could see the beauty and craftsmanship of KAY's pieces. ❖ Many guests enjoyed physically interacting with the pieces and trying them on, particularly with engagement rings and wedding bands. ❖ Guests found the event very instagrammable as they were eager to take photos of the jewelry displays, services tables, tablescape, and overall event. There were a total of 52 social media posts, with almost every guest posting about the dinner.

Accessories Council, Cindy Chen Derkcaz ❖ She was thrilled to view the different jewelry collections in person, especially the Le Vian collection. She particularly loved the Butterfly Le Vian collection and said it would be a great gift to give. She was excited to view the gold jewelry and mentioned KAY should promote their gold jewelry more.

Bridal Guide, Juli Alvarez ❖ Juli is the new Creative Director at Bridal Guide, overseeing the magazine layout. She particularly loved the Le Vian collection and said she would be in touch to call product for the next photo shoot. She also enjoyed meeting Bill Brace in person.

Feedback

Brides, Shelby Wax ❖ Shelby was so excited to have been at the Spring Preview Event. She stated that KAY was doing a preview at the perfect time since editors are writing tons of gift guide stories ahead of all the upcoming holidays. She enjoyed the customization station and thought it was a really great touch!

CNN, Chelsea Stone ❖ Chelsea truly enjoyed the event. She found it interesting to learn more about KAY Jewelers and the full range of jewelry services. She enjoyed viewing the pieces in person and loved the engraved bracelets! She said she will definitely keep KAY in mind for upcoming coverage.

Ebony, Joane Amay ❖ Had such a fantastic time at the Spring Preview! She loved viewing the jewelry and trying on all the rings. She was particularly drawn to the gold pieces as she thought they were perfect jewelry staples for everyone. She said they're working on so many Mother's Day round-ups so it was perfect timing to come and view options! Also, she liked the customization aspect. She loved the fact that you could take a written script from a loved one and have it engraved onto a piece of jewelry.

Feedback

ELLE, Alyssa Bailey ❖ Alyssa was so happy to attend and snap photos of the event. She said the stories that work best for her are ones with a celebrity tie such as a partnership, celebrity engagement, or a get-the-look story. She also commented on press trips and how effective they are in really connecting and learning about a brand. She said she's working on stories related to the Met Gala and the Coronation.

HuffPost, Kristen Adaway ❖ Kristen had a wonderful time walking through the jewelry and particularly liked all the gold jewelry. Her reader is more price-conscious for shopping stories, so she'll keep us in mind for upcoming shopping stories as well as opportunities to feature an expert.

InStyle, Omenaa Boakye ❖ Loved viewing all the jewelry in person and being able to try-on the different collections. She didn't realize KAY carried watches and was excited to see some on display at the event. She got a bracelet engraved for her mom and will be gifting it to her for Mother's Day! Men's Health, Christian Gollayan ❖ He enjoyed all of the collections. He found the high jewelry and gold collections most interesting. He couldn't believe how much the high jewelry collection sparkled! He also didn't know KAY carried Bulova and Movado watches and said he would keep the brand in mind for any upcoming stories. Christian recently got engaged to his fiancé of five years, so we offered to host him at the KAY store when they were ready to shop for their wedding jewelry.

Feedback

New York Magazine/The CUT, Brooke LaMatina ❖ She enjoyed all aspects of the event, especially viewing the jewelry. Brooke thought the pieces were beautiful and really sparkled. She was so happy to leverage the engraving station to get a personalized bracelet for her sister's graduation.

New York Post, Julia Reminard, Victoria Giardina and Vaishnavi Andra ❖ Both were most stunned by the gold jewelry. Julia mentioned all the gold pieces were her style and it's what she would wear. She stated that when she thinks of KAY she thinks of bridal jewelry, so she was excited to see all of the gold fashion jewelry on display as it showed KAY in a different light. Vaishnavi also expressed how she loved the Le Vian collection and was a fan of the bright colors. She also mentioned she would love to be proposed to with a Monique Lhuillier Bliss Gemstone ring.

People, Karli Bendlin + Maggie Kreienberg ❖ The People team loved the jewelry collections. They particularly loved the Monique Lhuillier Bliss and Neil Lane collections. Karli loved the Monique Lhuillier Gemstone collection and tried on all of the styles. She also loved the Old Hollywood feel of the Neil Lane rings and even picked out her dream ring! They were also intrigued by Bill Brace's story of Le Vian's tie to the royal family. People commented that they are also heavily motivated by celebrity stories. Any partnerships KAY does with a VIP or celebrity they would love to learn about.

Feedback

Seventeen, Samantha Olsen ❖ Samantha had a great time at the event and was especially impressed by the set-up, jewelry options, engraving station and, of course, the food! She said she had just finished doing a ton of prom round-ups and was working on Met Gala, Coronation, Graduation and Mother's Day stories coming up. Will make sure to keep in touch with her for future opportunities.

StyleCaster, Johnathan Borge ❖ Jonathan had a great time reviewing the jewelry and was particularly interested in the labcreated diamonds as his readers are interested in learning more about them. He will definitely be in touch for upcoming jewelry stories to include KAY!

The Knot, Sarah Hanlon ❖ Sarah was really looking forward to our event as she says they are always so well thought out and enjoyable. She loved seeing the Monique Lhuillier Bliss Gemstone and Black Diamond collection in person and had a nice conversation with Bill Brace at the dinner table about the bridal and jewelry industry.

Feedback

US Weekly, Gwen Flamberg ❖ Gwen Flamberg loved walking through all the beautiful jewelry collections and was surprised to learn that Neil Lane had an eponymous collection exclusively available at KAY. She is also still very much interested in writing a feature story on Monique Lhuillier to highlight the Gemstone and Black Diamond collection. At dinner, she sat across from Gwen Thayer from Monique Lhuillier, so the two bonded about having the same name, but also, about potential stories to collaborate on in the future.

Woman's Day, Meaghan Murphy ❖ Meaghan loved attending the event and seeing all the wonderful gifting options. She also complimented the overall vibe of the event. She is working on several gift guide stories and will keep KAY in mind.

Women's Health, Rose Lauture ❖ Rose had a great time at the event and particularly loved trying on engagement rings to drop hints to her boyfriend of 3 years. She loved how beautiful they were. She'll keep the brand in mind for upcoming round-ups – particularly for style stories and gift guides.