"Every Kiss Begins With ___" (longtime jewelry slogan)

KAY

Think of the three-letter name of a well-known jewelry store chain that rhymes with "play" and is often associated with engagement rings.

This clue references the well-known slogan for Kay Jewelers, a popular jewelry store chain. The phrase "Every Kiss Begins With Kay" plays on the idea that a kiss (a romantic gesture) starts with the letter "K," which is also the name of the brand. The answer is simply "KAY," the company’s name, making it a straightforward fill-in based on advertising recognition.