MLB LCD Launch Event Recap

KAY x Monique Lhuillier BLISS LCD Launch Event Recap Wednesday October 25th, 2023

OVERVIEW Event Date: Wednesday October 25th from 11:30AM-1:30PM Venue: La Mercerie 53 Howard Street, NY, NY 10013 Event Overview: KAY and Monique Lhuillier hosted editors and influencers to brunch at La Mercerie to showcase the Monique Lhuillier BLISS collection, particularly the Lab-Created Diamond collection. The room was filled with florals with the entire Monique Lhuillier BLISS collection on display. Alexandra Macon, Vogue Weddings Editor and founder of Over the Moon, a leading e-commerce bridal and registry site, moderated a discussion with Monique Lhuillier discussing her design process, the partnership with KAY, and the Monique Lhuillier BLISS collection.

Guests: Media, Influencers, Monique Lhuillier + Signet/KAY Staff Monique Lhuillier BLISS Collection Metrics • Press Metrics • 455M+ Impressions from Press • $6.7M+ Ad Value • 287 Placements (includes the press release) • Social Metrics • 8.82M+ Impressions from Social • $225K Ad Value • 63 Posts • 463M+ Total Impressions • $6.9M+ Total Ad Value • 350 Total Placements/Posts • 127% ROI

ATTENDEES Guest Attendance: 45+ editors attended the event from outlets such as Brides, Harper's Bazaar, People, Hearst, TODAY, The Knot, New York Post and more! Members of the KAY/Signet corporate team and Monique Lhuillier's team were also in attendance.

Signet/MLB Attendance: v Jamie Singleton, Signet President and Chief Consumer Officer v Bill Brace, President of KAY Jewelers v Brandy Gadd, Marketing Director at KAY Jewelers v Erica Scott, KAY VP of Marketing and E-commerce v Kaitlyn Quail, Director of Media Relations at KAY Jewelers v Maie Amer-Guerrera, VP of Visual Merchandising and Instore Experience of Signet v Lisa Ingram, Vice President of Signet Merchandising v Michael Lerche, President of Gold Star Jewelry v Mikaela Boss, Social Media Analyst at KAY Jewelers v Bryan Maiorana, Creative Manager at Signet Jewelers v Monique Lhuillier, Founder of Monique Lhuillier Inc. v Gwen Thayer, VP of Licensing and Business Partnerships of Monique Lhuillier Inc. v Alex Knauf, Senior Licensing Manager of Monique Lhuillier Inc. v Tom Bugbee, Monique Lhuillier Husband v Crystal Wood, CMO of Monique Lhuillier Fragrance

ATTENDEES Media Attendance: v Brides, Jessica Booth v Conde Nast, Tchesmeni Leonard v DotDash (InStyle, Byrdie, Brides, People), Samantha Brash v Harper's Bazaar, Heather Hall v Hearst, Belle Baskt v HuffPost, Caroline Bologna v Freelance (Brides), Ayuka Matsumoto v Freelance/Industry Tastemaker, Darcy Miller v Freelance (Cosmopolitan), Laynie Rouch v Freelance (Vogue, Harper's Bazaar), Bertille Noiret v Freelance (NY Times, Vogue, Brides), Ivette Manners v Freelancer (New York Times, Forbes, Gem + Jewel), Roxanne Robinson v National Jeweler, Lenore Fedow v New York Post/Alexa, Anne Chertoff v People, Jordan Greene v TODAY, Jannely Espinal v The Knot, Sarah Hanlon v Us Weekly, Gwen Flamberg

ATTENDEES Influencer Attendance: v Hannah Ann Sluss, 1.2M Instagram Followers, 984K Tik Tok Followers v Ana Zoreta, 160K Instagram Followers, 863K Tik Tok Followers v Christine Ferguson, 555K Instagram Followers, 274K Tik Tok Followers v Courtney Lynn, 138K Instagram Followers, 546K Tik Tok Followers v Greta Louise Tome, 60K Instagram Followers, 455K Tik Tok Followers v Hannah Harrell, 620K Instagram Followers, 3.4M Tik Tok Followers v Katy Schuele Scanlan, 21.6K Instagram Followers v Stephanie Leigh, 28.5K Instagram Followers, 65.5K Tik Tok Followers v Ulia Ali, 86.7K Instagram Followers, 41.5K Tik Tok Followers

AMBIANCE v Guests were given a first look at the exclusive Monique Lhuillier BLISS Lab-Created Diamond collection as well as the entire Monique Lhuillier BLISS Collection. The collections were on display while guests interacted with each other, Monique Lhuillier and Signet/KAY executives. v There were podium display tables located under the arch that separated La Mercerie and The Guild. Each podium was dedicated to its theme, such as engagement rings, wedding bands, gemstones and LCDs. The displays were decorated with elegant florals. There were also belle jars filled with florals that stood on the podiums. v Romantic fall florals encompassed the space including on the table scape, archway at La Mercerie and on the podium displays. v Lunch was served to guests while they listened to a Q+A session between Monique Lhuillier and Alexandra Macon. v Guests were also able to walk away with a Monique Lhuillier Fragrance.

IMAGES - Link to event images

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SOCIAL POSTS

@HannahAnnSluss 985K Tik Tok Followers

@HannahAnnSluss 985K Tik Tok Followers

@HannahAnn 1.2M Instagram Followers

@HannahAnn 1.2M Instagram Followers

SOCIAL POSTS

@Ayuka_Chelsea_Matsumoto 430 Instagram Followers

@Ayuka_Chelsea_Matsumoto 430 Instagram Followers

@Ayuka_Chelsea_Matsumoto 430 Instagram Followers

@Ayuka_Chelsea_Matsumoto 430 Instagram Followers

SOCIAL POSTS

@HeatherHallGalle 4.5K Instagram Followers

@HeatherHallGalle 4.5K Instagram Followers

@HeatherHallGalle 4.5K Instagram Followers

@HeatherHallGalle 4.5K Instagram Followers

SOCIAL POSTS

@Gwen_Beauty 14.2K Instagram Followers

@Gwen_Beauty 14.2K Instagram Followers

@JBoothyy 3.6K Instagram Followers

@JBoothyy 3.6K Instagram Followers

SOCIAL POSTS

@Layniemishay 3.4K Instagram Followers

@Layniemishay 3.4K Instagram Followers

@TheFinanceBride 141K Instagram Followers

@TheFinanceBride 141K Instagram Followers

SOCIAL POSTS

@Lenore_Fedow 881 Instagram Followers

@Lenore_Fedow 881 Instagram Followers

@Lenore_Fedow 881 Instagram Followers

@Lenore_Fedow 881 Instagram Followers

SOCIAL POSTS

@SamBrash 1.4K Instagram Followers

@SarahHanlon_ 1.5K Instagram Followers

@SarahHanlon_ 1.5K Instagram Followers

@SarahHanlon_ 1.5K Instagram Followers

SOCIAL POSTS

@TourDeLust 550K Instagram Followers

@TourDeLust 550K Instagram Followers

@TourDeLust 550K Instagram Followers

@StephanieLeighNYC 29K Instagram Followers

SOCIAL POSTS

@KatySchuele 21K Instagram Followers

@KatySchuele 21K Instagram Followers

@KatySchuele 21K Instagram Followers

@KatySchuele 21K Instagram Followers

SOCIAL POSTS

@GretaLouiseTome 61K Instagram Followers

@GretaLouiseTome 61K Instagram Followers

@UliaAli 87K Instagram Followers

@UliaAli 87K Instagram Followers

SOCIAL POSTS

@StephanieLeighNYC 29K Instagram Followers

@StephanieLeighNYC 29K Instagram Followers

COLLECTION PRESS HIGHLIGHTS

COLLECTION PRESS HIGHLIGHTS

COLLECTION PRESS CLIPS

FEEDBACK Anne Chertoff, New York Post/Alexa v Anne Chertoff has a storied history in Bridal, formerly working for Darcy Miller at Martha Stewart Weddings and then becoming the head of content for Wedding Wire. Now she leads content for the wedding section of the New York Post / Alexa section. She enjoyed coming and perusing the collection and had great questions for Monique like the kind of bands that were available in the collection and if they matched the engagement rings. She will keep us posted on her next wedding story and we'll see how we can incorporate Monique and KAY into future features.

Ayuka Mastumoto, Freelance (Brides) v Ayuka Mastumoto was thrilled to attend the event and meet Monique Lhuillier. She had a great time looking at the jewelry and took many pictures. She thought the event and set-up was beautiful! Ayuka let us know that she is working on a roundup of events near NYBFW and said she will definitely keep the event in mind for inclusion!

Belle Baskt, Hearst/Pioneer Woman v Belle Baskt was so happy to be invited to the Monique Lhuillier event. She was excited to hear Monique speak about the collection and learned a lot about Monique's partnership with KAY Jewelers. Belle mainly works on the editorial side for Pioneer Woman and would love to keep receiving KAY Jewelers news to potentially include in future issues.

FEEDBACK Bertille Noriet, Freelance (Vogue, Harper's Bazaar) v Bertille was so excited to attend the event as she wanted to familiarize herself with KAY Jewelers and Monique Lhuillier. She enjoyed looking at the jewelry and trying on her favorite pieces. Bertille now focuses on luxury styling and would love to continue to receive news about launches for future dressing opportunities.

Gwen Flamberg, Us Weekly v Gwen Flamberg came and had a great time. Unfortunately, she had to leave at 1 PM for another event, but did say she wanted to do a feature on the new Monique Lhuillier BLISS collection launch. She also shared she is working on a gift guide for Us Weekly, so to send her all things that would be great to include!

Heather Hall, Harper's Bazaar v Heather Hall is the lead contributor for Bazaar Bride. She said once Carrie Goldberg left, bridal content at Bazaar has been stagnant.

She even has a few stories that are complete but have yet to be published. Other editors echoed the same sentiment that they had not seen new content from Bazaar Bride in a while. However, she contributes to other outlets and once Bazaar decides to make bridal a priority again, then she will definitely push to have more inclusion of Monique and KAY.

FEEDBACK Ivette Manners, Freelance (New York Times, Vogue, Brides) v Ivette Manners requested quotes from Monique Lhuillier during bridal market to learn about trends. She is close with other editors such as Anne Chertoff, Heather Hall and guest speaker, Alexandra Macon. She has been in the industry for several years and said that she'll continue to keep in touch with us to work on bridal content featuring Monique and KAY Jewelers. She was particularly interested to learn about 2024 as the year of the engagement and the 45 milestones. Post the event, we shared assets with her as well as the Q2 earnings transcript to pitch to her editor.

Jannely Espinal, TODAY v Jannely Espinal had a 1:1 appointment with Monique and loved learning about the new collection. She is trying to pitch a labcreated diamonds story to her editor so that she can do a feature on it. If that gets greenlit, then she will definitely tap KAY for some expert quotes. Additionally, she mentioned that under $150/$100 is the sweet spot for the gift guide stories. She's currently working on a gift guide story for authors, but also mentioned the TODAY team is trying to up their bridal content. We will continue to work together to see how we can weave KAY more into her upcoming stories or give her new ideas to pitch to her editor. We are meeting with the TODAY team again in November just to check in on what else they're working on. We will be following up to see if Jannely wants to do a formal interview with Monique down the line for a story.

Jessica Booth, Brides v Jessica Booth arrived late as she was coming from another event. She is a frequent contributor for Brides for the Best of stories when it comes to engagement rings and is always looking for expert quotes. She said she would be interested in connecting in the future to see how she can leverage KAY experts and product for future stories. She often features KAY in her stories, so we hope to strengthen this relationship further.

FEEDBACK Jordan Greene, People v Jordan Greene interviewed Monique Lhuillier for a feature that dropped post the event. She mentioned the event in the feature article and had a great time connecting with Monique. She is happy to do more features for KAY if it involves a notable designer or VIP partner. We will make sure to keep in touch with her. She is new to the PEOPLE staff so will schedule periodic touch bases each season.

Laynie Rouch, Freelance (Cosmopolitan) v Laynie Rouch loved the event! She spent a lot of time examining the rings and looking at the collection. She was blown away with how beautiful the pieces were and to see Monique Lhuillier in person. Laynie now primarily focuses on styling opportunities; however, she will definitely keep KAY Jewelers and the pieces in mind as she returns to writing next year.

Lenore Fedow, National Jeweler v Lenore Fedow had a great time at the event and did a feature on the launch. She even included a photo from the event in her coverage. She is a great fan of Signet and KAY so we will continue to keep in touch with her for upcoming stories. The team also pitched her the Every Kiss campaign to see if she would be interested in covering.

Roxanne Robinson, Freelancer (New York Times, Forbes, Gem + Jewel) v Roxanne Robinson had a 1:1 interview with Monique Lhuillier to do a feature about Monique Lhuillier and her partnership with KAY, as well as the new LCD collection. She enjoyed the event but had to leave early for another event.

FEEDBACK Samantha Brash, DotDash (InStye, Byrdie, People, Brides) v Samantha Brash hasn't been attending many events lately but wanted to come to this one to say hi to the team and Monique Lhuillier, as Monique designed her wedding dress. She is currently doing more content for InStyle, so will keep KAY in mind for future coverage as her role continues to evolve. It is easier for her to cover if product is linked to a VIP or celebrity.

Sarah Hanlon, The Knot v Sarah Hanlon had a 1:1 appointment with Monique Lhuillier and loved the new collection. She thinks it's great that the collection is expanding into the Lab-Created space. She covers major celebrity/VIP wedding news so will keep KAY in mind the next time we have a good partner. The Knot shared that they are shifting away from designer focused features and more SEO product lists. Features are now tied to celebrity content.

Tcschmeni Leonard, CondeNast v Tcshmeni Leonard thoroughly enjoyed the event and the food! She ate everything and even asked if she could have the one of the La Mercerie cookies! She said that at CondeNast roles are continuing to be consolidated, particularly when it comes to fashion and accessories, so she oversees many of the outlets. She wants to be kept up to date on exciting launches and news for the brand and will try to incorporate as it makes sense.

THANK YOU!