What it had to solve
Jewellery advertising trades in perfect moments. KAY's new platform leans on dating app Hinge's 2025 D.A.T.E report: 43% of Gen Z women wait for the other person to initiate deep conversations, and 48% hold back from emotional intimacy because they don't want to seem 'too much'.
The idea
'Fall In' shows the mess: impromptu proposals, wedding-cake disasters, badly hidden rings — love is what matters, so go all in
How it works
A 60-second film directed by rubberband. through SMUGGLER, soundtracked by Charli xcx's 'Everything is Romantic featuring Caroline Polachek', launched with a refreshed digital presence and creator content. At New York Fashion Week on September 10, Public School NYC unveiled an exclusive diamond jacket featuring 550 diamonds; KAY also opened 'The Diamond Truth Booth' in New York (September 10 and 12), and love-story submissions compete for one of twenty chances to win a one-carat diamond from the jacket.
What it did
The platform replaced a slogan in use since 1999 across film, fashion week, physical activations and social. No sales figures are reported in the launch coverage.
Background
KAY, the US jewellery retailer, had used 'Every Kiss Begins with Kay', penned by Stern Advertising, since 1999. In 2026, under new chief marketing officer Lisa Laich and new creative agency MARTIN* — named creative partner in June 2026 — it replaced the slogan with 'Love All In', a platform that embraces the messy reality of relationships.
The launch film 'Fall In', a 60-second spot directed by rubberband. through SMUGGLER and soundtracked by Charli xcx's 'Everything is Romantic featuring Caroline Polachek', moves through imperfect, impromptu proposals, wedding-cake disasters and poorly concealed engagement rings — ending with a girl making the first move on a guy she spotted across the bar.
That ending ties to the insight from Hinge's 2025 D.A.T.E report: 43% of Gen Z women wait for the other person to initiate deep conversations and 48% hold back from emotional intimacy for fear of seeming 'too much'. The brand's ask is to stop holding back and go all in on love.
The platform launched with refreshed digital presence, social assets and creator content, a Public School NYC diamond jacket with 550 diamonds unveiled at New York Fashion Week on September 10, 'The Diamond Truth Booth' confessional installation in New York, and a contest giving twenty personal love stories a one-carat diamond from the jacket.
Why it lands
It retires one of retail's most familiar slogans without dropping romance — it changes the standard from perfection to honesty.
A borrowed insight (Hinge's report) gives a jewellery brand a behavioural problem to solve, not just a mood to sell.
The launch spreads one idea across a film, fashion week, a physical booth and a contest instead of a single TV buy.
What you can take
Legacy taglines are easiest to retire when the replacement keeps the sentiment but lowers the polish — trading perfect moments for recognizable ones.
Since then
The campaign broke in September 2026; the material reports no early results beyond the launch activations.
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