Which jewelry retailer uses the slogan “Every kiss begins with Kay”?

Kay Jewelers uses the slogan “Every kiss begins with Kay.”

The slogan connects the retailer’s name with romantic relationships, engagement rings, and other jewelry traditionally given as gifts. Its wording relies on alliteration and turns the brand name into the supposed starting point of a kiss.

Kay Jewelers was founded in 1916 in Reading, Pennsylvania, by Edmund Kaufmann. The business later became part of Sterling Jewelers, which also operated brands including Jared and Zales. Kay stores are commonly found in shopping malls and retail centers across the United States.

The phrase is sometimes mistaken for a slogan belonging to Tiffany & Co. or another luxury jeweler because all of these retailers advertise engagement and wedding jewelry. Kay’s campaign, however, is specifically identified with the line “Every kiss begins with Kay.”