Our strategy, Inspiring Brilliance, is designed to establish Signet as the growth and innovation leader of the jewelry industry, inspired by our Purpose and committed to building customer relationships that last a lifetime.

Our vision is to be the world’s premier jeweler by engaging customers with superior shopping and ownership experiences, connecting with them seamlessly across channels, earning their trust, and providing superior expertise, value, products, and services to meet their lifetime jewelry needs and desires.

Watch as our leadership team outlines the details of our Inspiring Brilliance strategy.


Where to Play

The foundations of our Inspiring Brilliance strategy are focused on four "where to play" strategies.

Win in Big Businesses

Signet is investing in and keeping its largest businesses healthy and growing by differentiating and positioning Signet banners with the customers they serve best and by leading innovation that will help ensure they win. Signet’s banner value propositions are expanding the middle-market and attracting new and loyal customers across its entire portfolio.

Expand Accessible Luxury and Value

We are expanding the mid-market segment of the jewelry category by stretching the top of the mid-tier with greater focus on accessible luxury and the lower mid-tier with greater focus on value.

Accelerate Services

We are positioned to create a $1 billion revenue stream through services, as well as expand its customer base and loyalty. Signet is focused on introducing consumer-driven services as well as enhancing its existing services.

Lead in Digital Commerce

Digital innovation and capabilities are integral to the future of jewelry retail and is a cornerstone of Signet’s growth strategy. Signet now believes it has become the digital innovation leader in jewelry through focused investments and agile implementation.


How to Win

We are executing these growth strategies with three “How to Win” priorities.

Consumer Inspired

The Company is growing its customer base by drawing inspiration from inside and outside the jewelry category to drive innovation. Signet’s ability to develop unique customer insights with highly precise data analytics is emerging as a clear and sustainable competitive advantage.

Connected Commerce

Company is positioning itself to win with connected commerce capabilities that transcend OmniChannel, enabling its banners to engage customers whenever, wherever and however they want to shop. No other jewelry retailer offers a comparable mix of stores and digital platforms to serve customers.

Culture of Innovation and Agility

Signet has transformed its culture – achieving two consecutive years of being named a Great Place to Work-Certified™ Company. The Signet team is operating with high engagement scores and enhanced productivity levels. With the most experienced and dedicated team in its category, Signet is committed to be the innovation leader of every business in which it competes and to operate with the agility required to learn, grow and lead.


Learn more in Signet's latest annual report.