Our purpose - our reason for being - is to inspire love.



As the world’s largest retailer of diamond jewelry, Signet Jewelers is positioned like no other to inspire love the world over. Signet is a publicly-traded company and operates approximately 2,700 stores primarily under the name brands of Kay Jewelers, Zales, Jared, Banter by Piercing Pagoda, Diamonds Direct, Blue Nile, JamesAllen.com, Rocksbox, Peoples Jewellers, H.Samuel and Ernest Jones. Our operations and supply chain relationships span Africa and India. 

Inspiring Love within our four walls as well as the four corners of the world comes in the form of loving all people, loving ourselves, as well as our planet and products. Our purpose is fueled by fostering equality and inclusiveness, innovating new ways to bring unique jewelry and personal experiences to everyone and encouraging self-expression. 

Our customers trust us to help them celebrate life’s most meaningful and personal moments; and we do not take that responsibility lightly. The products and services we offer to help all people Celebrate Life and Express Love reflect our commitment to values as well as value. Our more than 30,000 team members work toward creating and contributing to a world with more love, respect and acceptance for all. Signet and our brands collectively use our voice and influence to do what is right for the world.




Signet is a people-first company – this means that we put our customers and our team members at the center of everything we do. Learn about our commitment to People First.


The Signet Promise:
We promise that all our products are responsibly sourced, and we use our scale for good to advance human rights while preserving our planet.

As a purpose-driven and sustainability-focused company, Signet Jewelers is a
participant in the United Nations Global Compact and adheres to its principles-based approach to responsible business.