Begin Again
Kay Jewelers
Engagement and marriage mark a new beginning in people’s lives. So does divorce, which around 50% of marriages end in. And what better way to celebrate the bitter end of a bad relationship than with something that actually lasts forever — diamonds from Kay Jewelers.
A Consolation prize
As soon as a married door closes, a bedazzled door opens. Kay will launch pop-ups outside divorce courts offering ring trade-ins when you present your divorce papers at checkout.
Newly-Single Survival Kit
Out with the garden variety self-care gift baskets with tea and bath bombs, in with the total reinvention of your style. Kay will offer bouquets of upcycled wedding wear at highly discounted rates, so you can spoil yourself with the gems you never had when you were with them.
Lights! Camera! Breakup!
Kay will throw divorce parties for newly single celebs, where they will read vows to themselves, give themselves a new ring, and party with people who hopefully love them for real
The jewelry company will be orchestrating and filming all of it for a social series, with the 4-time king of divorcees Martin Scorsese “directing.”
Divorce gone digital
In Stardew Valley, it costs 50,000g of gold to get divorced, leaving many players alone and broke. We’ll partner with the game devs to leave those divorcees with a small token they can appreciate after the breakup — a shiny ring in their inventory.
Un-honeymoons
Hot off the heels of a divorce is the perfect time for a palette-cleansing trip to start your new beginning. Kay and Airbnb will team up to give rental discounts to divorcees for the first six months after the papers clear. The catch? The farther away from your ex, the bigger the discount.