Signet Reopens Safely

Signet accelerates transition to OmniChannel model; completes 100,000 virtual consultations, reaches more than 20 million customers digitally during COVID-19 crisis! Company to leverage both its expanded digital scale and trusted jewelry consultants for growth!


Signet Jewelers, the world's largest retailer of diamond jewelry, announced details about how it's reimagining the jewelry buying experience since temporarily closing stores to help stop the spread of COVID-19. Over the last 10 weeks, the century-old company has accelerated its transformation into a channel-agnostic retailer, enabling store staff for the first time to serve customers from home using technology such as chat, video, social media and virtual by-appointment private shopping consultations.


Signet is the parent company of Kay Jewelers, Zales, Jared, Piercing Pagoda, Peoples, H. Samuel, Ernest Jones and digitally native James Allen.


"Since temporarily closing our stores in late March, we've empowered our people with new and innovative technology so they can continue their role as trusted advisors, helping our customers celebrate special moments and relationships," said Virginia C. Drosos, Chief Executive Officer, Signet Jewelers.


"As we reopen more stores, customers can choose how they'd like to engage with our store brands – safe instore experience, a digital experience, or a mix of both. This underscores Signet's commitment to reimagining the jewelry customer experience, from education through ownership."


Customer response has been positive, which the company attributes to its signature, personalized customer service, as well as the video capability when stores are open, and the availability to shop when physical stores are closed. Signet's virtual service is available 9 am EST to 9 pm PST, seven days a week.


Signet's jewelry consultants across all its brands have connected with more than 20 million customers and conducted more than 100,000 virtual consultations since March 23, when the company temporarily closed its North American stores. During virtual appointments, customers can accomplish what they typically have done in a physical store – such as, working with a Jared consultant to custom design an engagement ring, or working with a Zales consultant to find the right pair of one-carat diamond studs.


Recognizing that a growing number of customers are increasingly comfortable making their important jewelry purchases online, Signet will continue to expand its virtual consulting offerings as it reopens more stores in the coming months. The combination is unique to help meet the needs of the jewelry customer.


In 2018, Signet began laying the foundation to evolve its traditional brick-and-mortar business to one that combines physical and digital experiences. The company launched its three-year Path to Brilliance transformation plan, with a focus on expanding its online presence.


In its fourth-quarter 2020 results, which included the December 2019 holidays, Signet reported the strategy was working and creating momentum, including eCommerce growth of 15% year over year, as well as same stores sales growth of 2.3%.


  • Signet Reopens Safely