Day’s Jewelers spotlights employee-owners in Mother’s Day personalized jewelry campaign

Day’s Jewelers is leaning on the people behind its counters to make Mother’s Day feel more intimate. Its gift guide features real employee-owners, not actors, a choice that puts the company’s family story at the center of the sale and gives birthstone jewelry, engraved bracelets and charms a more personal pitch than a generic holiday ad ever could.

That storytelling fits Day’s own structure. The jeweler says it became employee-owned in 2021 through an Employee Stock Ownership Plan, with employees receiving appreciated company value in the form of stock deposited into their retirement accounts. Joe Corey became president that same year, after Jeff and Kathy Corey bought Day’s in 1988. The business dates to 1914, when the first Day’s Jewelers store opened in downtown Portland, Maine.

Today, Day’s says it has nine locations across Maine and New Hampshire, including stores in Auburn, Augusta, Bangor, South Portland, Topsham and Waterville in Maine, plus Manchester, Nashua and Salem in New Hampshire. That footprint gives the campaign a local, community-store feel that matches the emotional tone of the holiday itself. A Mother’s Day gift becomes less about a transaction and more about choosing a piece with a family connection built in.

The strongest selling points in Day’s personalization push are the forms that map cleanly onto family life. Birthstone rings and pendants turn a child’s month into something visible and wearable. Engraved bracelets and charms carry names, dates or short messages that can be read every day. Custom designs go a step further, letting customers transform old metal and gemstones into new jewelry pieces, which gives heirlooms a second life instead of leaving them in a drawer.

Day’s also says its services include custom jewelry design, engraving, repair and restoration, appraisals and jewelry cleaning and inspection. That breadth matters because personalized jewelry only feels meaningful when the workmanship can stand behind the sentiment. In a crowded Mother’s Day market, Day’s is betting that the most giftable pieces are the ones that carry a real story, whether that story comes from an employee-owner in the store or a birthstone on the wrist.