National Jeweler Network

Market Developments

Kay giving customers chance to tour Argyle mine

April 08, 2014


Kay Jewelers is holding a “Shades of Wonder Sweepstakes” to give customers a chance to win a trip to Australia. The company is encouraging interaction from its customers by including social media as a means for entry.

Akron, Ohio--Kay Jewelers has launched a contest that gives customers the chance to win prizes from its “Shades of Wonder” colored diamond collection and a trip to Australia that would include a tour of the Argyle diamond mine.

The “Shades of Wonder Sweepstakes” will run until Friday. 

Two grand-prize winners will receive an eight-day, seven-night trip to Australia, which will include a tour of Rio Tinto’s Argyle diamond mine in Western Australia, where the diamonds from Shades of Wonder are sourced. The trip will also include visits to the cities of Sydney, Perth and Kununurra. 

Kay also will award weekly jewelry prizes from the Shades of Wonder collection online, as well as on Facebook and Twitter.

The company is using social media to get its customers to engage with the brand. 

In addition to entering the competition online at the Shades of Wonder contest page, contestants can enter by commenting on the weekly call-to-action on the Kay Jewelers Facebook page or by following the company on Twitter and using the hashtag #ShadesOfWonder while mentioning @KayJewelers in a Tweet.

Entrants who use the Shades of Wonder contest page also will have the chance to earn bonus entries by inviting their friends to participate. 

“We are thrilled to be able to offer our customers this unique and exclusive opportunity to experience the Kay Jewelers Shades of Wonder collection,” said George Murray, senior vice president of marketing at Kay Jewelers. “In addition to giving our fans the chance to win beautiful Shades of Wonder jewelry, we are also excited to be able to share the wonders of Australia and the truly amazing Argyle diamond mine, which is one of the world’s largest producers of diamonds and the world’s largest producer of natural color diamonds.”

Located in the East Kimberly region of Western Australia, Argyle is 100 percent owned by Rio Tinto. It was commissioned in 1985, and has since produced more than 791 million carats of diamonds.