Policies & IssuesJul 06, 2021
5 Things to Know About Signet’s Sustainability GoalsMajorsAug 04, 2021
Piercing Pagoda Has a New Name
Plus, Signet took the final step in the process of fully outsourcing its credit offerings.
Piercing Pagoda, the Signet-owned kiosk brand, will now be called Banter by Piercing Pagoda, a nod to the personal relationship between the chain’s employees and its customers, Signet said.
Dallas— After 50 years Piercing Pagoda is undergoing a makeover as it looks to attract even more Gen Z and millennial customers.
The Signet Jewelers-owned chain of kiosk stores will now be called Banter by Piercing Pagoda.
The new name is a nod to the personal relationships between the retailer’s employees and its new and long-standing customers, said Signet.
The name change has already happened at around 100 of Piercing Pagoda’s more than 500 U.S. locations.
It’s being tested in New York, Chicago, Los Angeles, Seattle and other cities, and will gradually roll out to the full fleet.
“Our new Banter by Piercing Pagoda name is full of energy, invoking the excitement of playful conversation, like the adrenaline of a new piercing or piece of jewelry,” said Kecia Caffie, president of Banter by Piercing Pagoda, in a press release about the rebranding.
“Our customers are fiercely individual, creative people who inspire us to reject labels and celebrate our unique identities each day.”
Related stories will be right here …
The Signet Jewelers-owned chain of kiosk stores will now be called Banter by Piercing Pagoda.
The new name is a nod to the personal relationships between the retailer’s employees and its new and long-standing customers, said Signet.
The name change has already happened at around 100 of Piercing Pagoda’s more than 500 U.S. locations.
It’s being tested in New York, Chicago, Los Angeles, Seattle and other cities, and will gradually roll out to the full fleet.
“Our new Banter by Piercing Pagoda name is full of energy, invoking the excitement of playful conversation, like the adrenaline of a new piercing or piece of jewelry,” said Kecia Caffie, president of Banter by Piercing Pagoda, in a press release about the rebranding.
“Our customers are fiercely individual, creative people who inspire us to reject labels and celebrate our unique identities each day.”
The change comes as part of the jewelry giant’s “Inspiring Brilliance” growth strategy, which aims to bolster its omnichannel presence and technologic capabilities and evolve its product offerings.
The brand, marked by a gold script capital letter “B” logo, will stock gender-neutral chains, charms, necklaces, and earrings.
Long known for its ear piercing services, the brand branched out to nose and facial piercings to meet rising consumer demand during the pandemic, while, it said, still following health and COVID-related safety protocols.
“Banter by Piercing Pagoda combines stylish designs and approachable service at affordable price points with tech-enabled stores and warm, modern service,” said Signet.
Of Signet’s nine jewelry brands, Piercing Pagoda has consistently been a top performer.
The brand had its strongest quarter ever in the first quarter of fiscal 2022 and, in fiscal 2021, saw its sixth consecutive year of positive same-store sales growth amid stable merchandise margins, said Signet.
This year, more than 135 Piercing Pagoda locations are on track to post $1 million in sales.
Signet plans to open as many as 100 additional locations in fiscal 2022 in regional malls.
Some of these new locations will be traditional stores instead of kiosks, complete with a piercing lounge and, in select locations, smart mirrors for virtual jewelry try-ons.
The brand caters to “tech-savvy Gen Z and millennial customers,” said Signet, and will be improving upon its mobile experience.
In fiscal 2021, Piercing Pagoda saw 140 percent year-over-year e-commerce growth, with mobile playing a big role in that.
Enhanced virtual capabilities, including sales and search, and an updated website are part of the digital overhaul.
In addition to its new name, Banter by Piercing Pagoda is introducing a new marketing campaign featuring “bold, diverse models who epitomize self-expression and pride—a hallmark of the brand.”
The campaign launched Monday in select locations.
Also this week, Signet Jewelers announced it has renegotiated its $1.5 billion asset-based lending facility, extending it by nearly two years to July 2026 for greater financial flexibility.
Signet also entered into new, long-term receivable purchase agreements, which improved the terms of the agreement and removed the consumer credit risk from its balance sheet.
The new agreements mark the final step in Signet fully outsourcing its credit offerings.
Genesis remains its long-term third-party credit servicer and it also provides other payment options, including via Affirm and Progressive Leasing.
“These actions, as well as S&P’s recent upgrade of Signet’s issuer credit rating resulting from our enhanced financial profile, demonstrate the progress we are making with our Inspiring Brilliance growth strategy,” said Chief Financial and Strategy Officer Joan Hilson in a press release.
EditorsApr 01, 2021
What’s Next for Signet Jewelers
MajorsSep 21, 2020
How to Safely Pierce Ears Amid a PandemicMore on Majors
The Latest
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired CollectionInterior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.
Weekly QuizApr 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs ImpactDuring a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning CenterThe free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
Policies & IssuesApr 17, 2025
Jewelers of America Requests Tariffs Testimonials from MembersThe feedback will be used to prepare other jewelers for the challenges ahead, the organization said.
TechnologyApr 17, 2025
Technology Therapy Group Expands AI Training for Jewelry RetailersThe online sessions are designed to teach jewelers to use AI tools like ChatGPT and Claude to grow their business.
IndependentsApr 16, 2025
Catbird Expands to ChicagoThe opening marks the jewelry retailer’s first location in the Midwest.
CollectionsApr 16, 2025
Foundrae’s First Commitment Jewelry Collection Unites Through LoveThe “United in Love” collection offers tangible mementos of hearts entwined with traditional and non-traditional commitment heirlooms.
IndependentsApr 16, 2025
Indiana Jeweler to Host Black Jewelry Designer Pop-UpRobert Goodman Jewelers will hold a “Black Jewelry Designers and Makers” event on April 27.
EditorsApr 15, 2025
Tariffs: What We Know Right Now Editor-in-Chief Michelle Graff answers questions about how the new taxes levied on countries like India and China will impact the industry.
EditorsApr 15, 2025
Q&A: Bogolo Joy Kenewendo on Making Deals, Marketing DiamondsKenewendo, Botswana’s minster of minerals and energy, discusses closing the deal with De Beers and the work that was missed along the way.
AuctionsApr 15, 2025
23-Carat ‘Golconda Blue’ Heads to AuctionThe historic fancy vivid blue diamond set to headline Christie’s Geneva sale next month could sell for up to $50 million.
FinancialsApr 15, 2025
LVMH’s Q1 Sales Slip 2 PercentLVMH CFO Cécile Cabanis also discussed the effects of tariffs so far.
CrimeApr 15, 2025
Jon Hamm Plays a Jewel Thief on Apple TV+The “Mad Men” and “The Morning Show” star steals jewelry, art, and handbags from his wealthy neighbors in “Your Friends & Neighbors.”
SourcingApr 15, 2025
Diamond Club West Coast Names 2025 BoardThe organization has reelected Kalpesh Jhaveri as president.
FinancialsApr 14, 2025
Movado to Restate Years of Financials Due to ‘Misconduct’ in Dubai An investigation found that the former managing director of Movado’s Dubai branch overstated and prematurely recorded sales.
CollectionsApr 14, 2025
Sauer Embraces Emptiness Through ‘Ma’ CollectionThe collection pays tribute to the Japanese philosophy of Ma, studying balance, stillness, and the interplay between presence and absence.
IndependentsApr 14, 2025
Illinois Jeweler Closing After 45 YearsMari Lou’s Fine Jewelry in Orland Park, a suburb of Chicago, is closing its doors.
GradingApr 14, 2025
GIA Expands Overseas Services as Tariffs Kick InGIA’s labs in Dubai and Hong Kong are now accepting larger diamonds in light of the “logistical challenges” presented by the new tariffs.
AuctionsApr 11, 2025
Piece of the Week: A Replica of Princess Grace’s Wedding EarringsThese earrings by Van Cleef & Arpels, featuring the same design as a pair worn by Princess Grace, are up for auction at Woolley & Wallis.
Recorded WebinarsApr 11, 2025
Watch: Top Tips for Saving Time With AITwo experts share how artificial intelligence tools can help retailers run a more efficient business.
SourcingApr 11, 2025
Mikimoto Names New President, CEO for U.S. DivisionKentaro Nishimura, who has been with the pearl company since 1997, has been promoted to president and CEO of Mikimoto America.
WatchesApr 11, 2025
Bulova Documentary Now on Amazon Prime“America Telling Time: 150 Years of Bulova” explores the storied history of the American watchmaker.
