The news: Kay Jewelers is banking on a brand and store refresh to reinvent itself as a destination for more than just special occasions, as well as attract more “Zillennials”—customers on the cusp between Gen Z and millennials—to its properties, per Women’s Wear Daily.

• The retailer is spending over $60 million to update its stores to include more personalized experiences, including the ability to design custom jewelry in dedicated Customization and Collaboration areas.
• Kay is also launching an everyday collection, Studio by Kay, which offers more fashion-forward products like stackable rings and hoop earrings.