Kay Jewelers is bringing back its iconic “Every kiss begins with Kay” jingle in a new version performed by Teddy Swims, who’s serving as the brand’s first chief love officer—and as an ambassador for wearing jewelry to express individual creativity.
Kay also is sponsoring Swims’ North American tour and working with the singer-songwriter on a special marketing campaign around Father’s Day. Company officials say the collaboration is geared toward connecting with a new generation.
Swims’ song “Lose Control” recently hit its record-breaking 92nd week on the Billboard Hot 100 chart. His reimagining of the Kay jingle will come out later this summer, according to the brand.
The musician will wear Kay jewelry—including alt-metal chains, diamond-encrusted necklaces, and stainless steel bracelets—on his I’ve Tried Everything but Therapy tour, currently under way and continuing through the summer. Those pieces will be featured in displays in select Kay stores and online.
The men’s diamond teddy bear charm ($2,999) is one of the jewelry pieces Kay’s new chief love officer Teddy Swims has selected to wear on his summer tour.
Kay’s partnership with Swims and his job as chief love officer will include messaging around the idea of “Love louder,” said Stacee Johnson-Williams, president of Kay Jewelers, in a statement.
“For more than a century, love has guided everything we do at Kay, and Teddy Swims embodies that same spirit in every song he sings, every style choice he makes, and every connection he shares with his fans,” she said. “His authenticity, creativity, and heart make him the perfect partner to celebrate love and style in all of its beautiful, bold forms.”
Born Jaten Collin Dimsdale, the Grammy-nominated Swims is “a once-in-a-generation talent who defies genres,” according to his record label’s executive VP Mike Chester. “Lose Control,” which tells the story of a lover in a toxic relationship, debuted on the Hot 100 (at No. 99) on Aug. 26, 2023.
This Father’s Day will be a special one for Swims, who is expecting his first child with girlfriend Raiche Wright. Kay Jewelers provided Swims with a Mother’s Day gift for Wright, as the singer showed on his Instagram.
In the Kay statement, Swims said he will highlight his onstage style through curated jewelry picks. His Father’s Day selections include rings, everyday chains, and meaningful gifts.
“I couldn’t be more proud to step into my new role,” Swims said. “Kay’s been in the game for over 100 years, helping people say ‘I love you’ without even saying a word. And now we’re teaming up.
“We’re working on my favorite jewelry pieces for every kind of love: Father’s Day, self-love days, and those random Tuesdays when you just want to make someone smile,” he added. “This ain’t just a partnership. This is a love story. And we’re just getting started.”
Top: “Lose Control” singer Teddy Swims is recording a new version of Kay Jewelers’ classic “Every kiss begins with Kay” jingle. (Photos courtesy of Kay Jewelers)