Kay Jewelers Zillennials
Identify the 2025 rebrand audience
Early on during my time at Zimmerman, I was brought into ideating on the ideal target audience who is getting engaged for KAY Jewelers. I jokingly threw around the term Zillennial (a hybrid between Gen-Z & Millennial) and born was KAY Jewelers 2025 target audience for their rebrand.
This opened the door to some amazing Zillennial presentations with the CEO of Signet, President, and CMO of KAY Jewelers where I took the team through social media content that truly speaks to this target audience and their relationship journey on social. It was also amazing seeing the target audience come to life in their media.
KAY JEWELERS X TEDDY SWIMS GRAMMYS COLLAB
For the 2025 Grammys, Kay Jewelers partnered with Teddy Swims, a nominee for Best New Artist at the 67th Annual Grammy Awards. This collaboration aimed to bring Teddy Swims' signature style to life through a curated jewelry selection, making the brand more relatable to a Zillennial audience.
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I was involved in the ideation stage, developing social media concepts to showcase this partnership during the Grammys. One idea I proposed was Get Ready With Teddy Swims, a behind-the-scenes look at Teddy selecting and styling his Kay Jewelers pieces for the red carpet.
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KAY JEWELERS QUARTERLY CONCEPTING
Every quarter at Zimmerman, I collaborate with the brand strategy and creative teams to develop video concepts that align with Kay Jewelers' branding while engaging Zillennials and ensuring platform relevance.
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I typically provide a list of 10–15 social media video concepts for execution at Kay Jewelers' quarterly shoots, focusing on trend-driven ideas and dynamic edits that showcase the collection and drive engagement.
