Pressure Makes Perfect
Just as pressure can create something as beautiful as a diamond, the challenges we face in relationships ultimately create the strongest bonds. Let’s embrace the pressure that molds relationships into something as resilient and strong as the jewelry at Kay.
(Student Work)
EXTENSIONS
The Rough Edges Line
IIt’s time to throw perfection out the window. Gen Z is already opting for less traditional ways of living.
With Kay’s new Rough Edges gemstone line, couples can fully embrace the rough edges in their relationships and reject society’s expectations of perfect, clean-cut bonds.
IIt’s time to throw perfection out the window. Gen Z is already opting for less traditional ways of living.
With Kay’s new Rough Edges gemstone line, couples can fully embrace the rough edges in their relationships and reject society’s expectations of perfect, clean-cut bonds.
Save the Date
Engagements should shed light on how the couple got to where they are today. Kay will feature couples and nitty-gritty details of their story in the New York Times, telling the world how they got where they are today.
Popping the Question
We want to encourage transparency and end the stigma of rough patches in relationships. In collaboration with Hunter Prosper, a popular TikToker who highlights stories and advice he gathers from strangers, we will ask couples of all ages the Kay question:
What is the hardest moment you went through together that ended up making your relationship stronger?
Uncut Gems
Modern jewelry stores offer a traditional feel that doesn’t reflect the non-traditional relationships of Gen Z. Kay wants to celebrate the hard-earned beauty of diamonds and the complexity of relationships in non-traditional spaces with Rough Edges Pop-ups. Jewelers will help match and customize one-of-a-kind gemstones based on your relationship.
Art Director: Jamie Sullivan
Copywriter: Alyssa Mihalik
CCO: Jesse Alkire