Signet Jewelers Accelerates Path to Brilliance to Reinvent the Holiday Shopping Experience for Jewellery

Investments in Signet’s digital first strategy empowers customers to shop early and on their own terms this holiday season

Signet Jewelers Limited (“Signet”) (NYSE:SIG), the world’s largest retailer of diamond jewellery, today announced it has reinvented the holiday shopping experience for jewellery. During a global pandemic, being able to emotionally connect and celebrate life and love is more important than ever – and nothing does that quite like jewellery. Signet’s reimagined Omnichannel experience enables its expert staff to serve customers using technology such as chat, video, social media and virtual by-appointment private shopping consultations, giving customers a variety of ways to start celebrating meaningful moments in time for the holiday season.

“Jewellery today is so much about creating moments, and in a time like this, celebrating those we love is of great importance. With a global pandemic driving a rapid shift to online commerce, we have responded quickly and accelerated our Path to Brilliance transformation, pivoting to a digital first strategy that brings the best of Signet and its brands to customers, anytime, anywhere this holiday season,” said Virginia C. Drosos, Signet Jewelers CEO. “By optimizing an enhanced digital platform and expanded Omnichannel capabilities we are putting innovation into action and giving shoppers early access to unique products from a diverse range of emerging designers all at a great value.”

Signet’s mission of helping people Celebrate Life and Express Love enables customers to embrace special moments and to feel close even if they are physically apart. The Company’s core values are deeply rooted in doing what is right for all stakeholders, prioritising the health and safety of its customers and employees, while continuing to offer a diverse array of high-quality jewelry at a great value. For customers who prefer to shop in a store, Signet developed its Love Takes Care™ safety program in collaboration with medical experts, and in keeping with CDC guidelines, ensuring it puts health and safety front and centre. Signet is also hiring concierge teams to help customers quickly get their Buy Online Pick up in Store purchases and avoid frustrating lines.

Leveraging its transformative Path to Brilliance plan, Signet continues to put the customer first, delivering a fully integrated shopping experience that brings the best of its stores online and the best of its digital offering into stores. Here are some of the ways that Signet is reinventing the shopping experience this holiday season:

•             New Jewellery Choices – This year, Signet is doing more than ever with increased options to customize and personalize pieces across the price spectrum. From Kay and Zales’ launch of the “Everything You Are” collection to Piercing Pagoda’s Black Lives Matter charms collection, the company is also recognizing customers’ sentiments.

•             Enhanced Omnichannel Capabilities – Customers can now shop new virtual offerings, such as livestreaming shows on social media channels to connecting with a jewellery expert in real time. In addition, the brand is now available in stores across the U.S. and in select Jared locations with an entirely new and bespoke experience called The Foundry, where an artisan can help customers design jewelry from scratch.

•             Expanded Outlet Inventory – Signet’s Outlet customers are treasure seekers and love finding special pieces of jewelry at great values. All Kay Outlet, Zales Outlet and Jared Vault stores have added new pieces at remarkable values to prepare for increased foot-traffic due to their location in less-crowded, open air centres. 

•             Flexible Payment Options – Signet has worked with financial partners to roll out new, convenient payment options for ultimate flexibility. These new payment options have been integrated into Signet’s digital platform, allowing customers to apply and buy with just a few clicks online.

As the holiday season approaches, Signet is ready.  In addition to offering great value for high-quality jewellery, Signet is also reimagining the way customers shop during this unprecedented holiday season. Signet’s ability to operate in this new retail environment means it is prepared to meet customers’ needs both online and in-stores.

Signet Jewelers Limited is the world’s largest retailer of diamond jewellery.  Signet operates approximately 2,900 stores, primarily under the name brands of Kay Jewelers, Zales, Jared, H.Samuel, Ernest Jones, Peoples, Piercing Pagoda, and Further information on Signet is available at See also , , , , , , , and