Ernest Jones (inc. Leslie Davis)

View the Ernest Jones retail website

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Introduction
Ernest Jones accounted for 9% of Signet’s sales in Fiscal 2011 (Fiscal 2010: 10%), and is the second largest specialty retail jewelry store brand in the UK. It serves the upper middle market and its customers typically have an annual household income of between £30,000 and £50,000. The typical store selling space is 900 square feet.

Where local market size and merchandise considerations allow, a two-site strategy is followed using both the Ernest Jones and the Leslie Davis nameplates. While having a similar customer profile to Ernest Jones, Leslie Davis is differentiated where possible by its product offering. Leslie Davis’ sales and store data is included within that of Ernest Jones.

The number of Ernest Jones stores has been broadly stable over the last five years. While locations would be considered for new stores, any openings would depend on the availability of both suitable sites and prestige watch agencies, as well as satisfying Signet’s required investment returns.

No.1 UK upper middle market jeweler based on sales   Fiscal 2011 Fiscal 2010 Fiscal 2009 Sales (million) £206.1 £209.8 £208.3 Stores 202 205 206 Average sales per store(1) £1.041m £1.027m £1.047m
Customers typical household income	£30k-50k
Average selling price(2)	£249
Average store selling space	900 sq ft
Highest sales density per square foot of any Signet brand

(1) Includes only stores operated for the full financial period.
(2) Excluding charm bracelet category.