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
SourcingMay 06, 2026
Canada’s Oldest Diamond Mine Faces Uncertain FutureThe owner of the Ekati mine, which opened in 1998, has filed for insolvency protection amid the significant decline in diamond prices.
FinancialsMay 06, 2026
Pandora to Add Carbon Footprint Info to Lab-Grown DiamondsThe company announced the change alongside its Q1 results, which showed that the jewelry brand’s year is off to a shaky start.
AuctionsMay 06, 2026
Steve McQueen’s Heuer Monaco Watch Heads to Sotheby'sOf the many examples used in the filming of “Le Mans,” this one is believed to have spent the most time on Steve McQueen’s wrist.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
EditorsMay 05, 2026
This Ohio Designer’s Jewelry Made It to the Met GalaMegan Piccione dressed Lauren Wasser in layers of diamond jewelry, making her stand out in a crowd that included celebrities like Beyoncé.
Weekly QuizApr 30, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingMay 05, 2026
Doug Hucker Returns to His RootsFollowing decades of association leadership, the “semi-retired” colored gemstone expert is turning his focus to gemstone education.
Events & AwardsMay 05, 2026
AMNH to Showcase Famous Jewelry, Trophies in Sports HistoryThe museum’s new exhibition will feature one of Jesse Owen’s Olympic medals, Yogi Berra’s crown, Super Bowl rings, and more.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
Events & AwardsMay 05, 2026
JIS Launches Brand Exposure ProgramThe new program provides access to media exposure and editorial opportunities for exhibitors and retailers.
CollectionsMay 04, 2026
Melanie Georgacopoulos Turns Pearls Into Light for ‘Eclipse’ CollectionThe “Eclipse” jewelry collection captures the fleeting moment where light and shadow align though onyx, diamonds, and freshwater pearls.
ColumnistsMay 04, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
CrimeMay 04, 2026
Pawn Shop Manager Shot, Killed in FloridaLazaro Rodriguez Vega was murdered inside Cash Out Gold and Silver in Fort Pierce. A 20-year-old man has been charged in the case.
IndependentsMay 04, 2026
Zadok Jewelers, Austin Parks Foundation Support Wildflower PreservationA portion of every engagement ring sold in its Austin showroom will support the care and preservation of Austin’s wildflowers and green spaces.
TechnologyMay 01, 2026
Gemist, Saban Onyx Partner on Retailer-Focused Customization OfferingTheir partnership combines Gemist’s customization technology with Saban Onyx’s U.S.-based manufacturing capabilities.
SurveysMay 01, 2026
Consumer Confidence Inches Up in April Despite Rising Gas PricesRespondents were concerned about the Middle East conflict and how it will impact their finances.
CollectionsMay 01, 2026
A ‘Hidden Garden’ Emerges in Tiffany & Co.’s 2026 Blue BookOur Piece of the Week, the “Butterfly” necklace, showcases a 7.02-carat oval diamond set between diamond, platinum, and 18-karat gold wings.
ColumnistsApr 30, 2026
Peter Smith: A Sleazy Salesman and the Case for Regret Avoidance Smith uses a comment he overheard in the grocery store to remind retailers that their job is to inspire buying behavior, not just sell.
AuctionsApr 30, 2026
Vintage Cartier Watch Crashes Through Records, Selling for $2MBelieved to be one of three made in 1987, the Cartier London Crash was hot at the “Shapes of Cartier” sale at Sotheby’s Hong Kong.
CrimeApr 30, 2026
Masked Group Uses Hammers, Pepper Spray in Texas Jewelry Store RobberyOfficials are looking for a group that robbed Marc Robinson Jewelers at an outlet mall in Round Rock, Texas, in broad daylight on April 21.
Supplier BulletinApr 30, 2026
OROAREZZO 2026: The B2B Event for Italian Excellence in Goldsmith, Jewelry and Silver ManufacturingSponsored by OROAREZZO International Jewelry Exhibition
TechnologyApr 29, 2026
The Thought Process Behind the Mother's Day Email Opt-OutSome retailers are taking a nuanced approach to marketing what can be a difficult holiday for many.
IndependentsApr 29, 2026
Dick Abbott to Retire From The EdgeThe Edge has announced its new CEO, as well as a new partnership with an investment firm focused on founder-led software businesses.
SourcingApr 29, 2026
De Beers’ Production Rises, Market Remains ‘Challenged’De Beers’ diamond production was up 17 percent in Q1, boosted by increased output at its mines in South Africa and Canada.
AuctionsApr 29, 2026
This'll Be the Day You Own John Wayne's RingA signet ring belonging to the Western film star of Hollywood’s Golden Age will be up for auction at Elmwood’s next month.
Policies & IssuesApr 28, 2026
Tariff Refunds: How to File, What to Expect Importers can submit claims now to receive money back for the IEEPA tariffs they’ve paid, with refunds expected to take up to 90 days.
IndependentsApr 28, 2026
This North Carolina Jeweler Is Passing the TorchThe owners of Gregory Jewelers in Morganton, North Carolina, are heading into retirement.
SourcingApr 28, 2026
Doug Hucker Retires From ICAThe colored gemstone industry leader is heading into retirement after four years as the association’s CEO.
