MajorsOct 07, 2021
Why Signet Is One of the ‘Best-Positioned’ Retailers This Holiday SeasonMajorsOct 12, 2021
Signet to Acquire Diamonds Direct in $490M Deal
The chain’s 22 locations will continue to operate as Diamonds Direct stores but become part of the growing Signet portfolio.
Diamonds Direct USA Inc. operates 22 stores in 13 states and has its corporate headquarters in Charlotte, North Carolina. Signet Jewelers Ltd. is set to acquire the chain for $490 million in cash.
Fairlawn, Ohio—Signet Jewelers Ltd., already the largest specialty jeweler in North America by a wide margin, plans to make another acquisition.
On Tuesday morning, the company announced plans to acquire Diamonds Direct USA Inc., the Charlotte, North Carolina-based retailer that operates 22 freestanding stores in 13 states and emphasizes price and selection as its selling points.
Signet is acquiring the jeweler in a $490 million all-cash transaction that is expected to close in the fourth quarter of Signet’s fiscal 2022.
Following the acquisition, all the chain’s locations will continue to operate as Diamonds Direct stores and its branded offerings will remain intact.
The retailer’s leadership team will remain in place as well, Signet said. Diamonds Direct President Itay Berger will report to Signet CEO Gina Drosos.
“I am excited about Diamonds Direct joining the Signet family as we share a passion for company culture that prioritizes our team members, our customers and our community,” Berger said in the release. “We are thrilled to continue to grow our business, leveraging Signet’s strengths and strategic capabilities to bring even more innovation and value to our signature shopping experience.”
For Signet, the acquisition of Diamonds Direct gives it a banner that is bridal-focused and appeals to a younger demographic.
“The accretive addition of Diamonds Direct to our portfolio will further drive shareholder value with its distinct bridal-focused shopping experience and add a new entry point as we build lifetime customer relationships and strive to reach our $9 billion revenue goal over time,” Drosos said.
Related stories will be right here …
On Tuesday morning, the company announced plans to acquire Diamonds Direct USA Inc., the Charlotte, North Carolina-based retailer that operates 22 freestanding stores in 13 states and emphasizes price and selection as its selling points.
Signet is acquiring the jeweler in a $490 million all-cash transaction that is expected to close in the fourth quarter of Signet’s fiscal 2022.
Following the acquisition, all the chain’s locations will continue to operate as Diamonds Direct stores and its branded offerings will remain intact.
The retailer’s leadership team will remain in place as well, Signet said. Diamonds Direct President Itay Berger will report to Signet CEO Gina Drosos.
“I am excited about Diamonds Direct joining the Signet family as we share a passion for company culture that prioritizes our team members, our customers and our community,” Berger said in the release. “We are thrilled to continue to grow our business, leveraging Signet’s strengths and strategic capabilities to bring even more innovation and value to our signature shopping experience.”
For Signet, the acquisition of Diamonds Direct gives it a banner that is bridal-focused and appeals to a younger demographic.
“The accretive addition of Diamonds Direct to our portfolio will further drive shareholder value with its distinct bridal-focused shopping experience and add a new entry point as we build lifetime customer relationships and strive to reach our $9 billion revenue goal over time,” Drosos said.
The planned acquisition of Diamonds Direct is the latest in a line of acquisitions, changes and additions for Signet, which has outperformed since the start of the pandemic due to digital innovation and a shift from spending on experiences and travel to fine jewelry.
Earlier this year, the company acquired jewelry rental/subscription service Rocksbox, added lines from tennis superstar Serena Williams and bridal designer Monique Lhuillier, and rebranded one of its most successful banners, Piercing Pagoda.
It also outlined a set of 44 ambitious sustainability goals for the next decade, which include fostering greater diversity in its workplace and among suppliers, and helping to fight climate change.
Editors' Picks
Sponsored by
Alongside the announcement of the acquisition, Signet announced it is raising its financial guidance for the third time this fiscal year.
The jeweler now expects third quarter same-store sales growth of 10-12 percent, up from earlier guidance of 1 percent comp growth at best.
For the full year, same-store sales are expected to grow 35-38 percent, up from the previous prediction of 30-33 percent. Revenue is expected to top $7 billion.
In raising the guidance, Chief Financial and Strategy Officer Joan Hilson echoed what Wells Fargo analysts said in a note last week—Signet is not beset with the same supply chain issues currently facing many retailers and continues to benefit from strong jewelry sales.
“Customers are showing positive response to our new product launches, and the reduction in government stimulus and customer shift to spending on entertainment and travel are having less impact than we previously anticipated,” said Hilson.
“While there remain factors beyond our control, our strengthened supply chain and vendor partnerships gave us the ability to plan earlier receipt of holiday product, and we currently do not expect any material supply chain disruptions. Signet uses air freight for the transit of the vast majority of our merchandise, thus avoiding current ocean freight congestion.”
The jeweler now expects third quarter same-store sales growth of 10-12 percent, up from earlier guidance of 1 percent comp growth at best.
For the full year, same-store sales are expected to grow 35-38 percent, up from the previous prediction of 30-33 percent. Revenue is expected to top $7 billion.
In raising the guidance, Chief Financial and Strategy Officer Joan Hilson echoed what Wells Fargo analysts said in a note last week—Signet is not beset with the same supply chain issues currently facing many retailers and continues to benefit from strong jewelry sales.
“Customers are showing positive response to our new product launches, and the reduction in government stimulus and customer shift to spending on entertainment and travel are having less impact than we previously anticipated,” said Hilson.
“While there remain factors beyond our control, our strengthened supply chain and vendor partnerships gave us the ability to plan earlier receipt of holiday product, and we currently do not expect any material supply chain disruptions. Signet uses air freight for the transit of the vast majority of our merchandise, thus avoiding current ocean freight congestion.”
EditorsApr 01, 2021
What’s Next for Signet JewelersMore on Majors
The Latest
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ OutlookThe Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand AmbassadorThe Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.
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.
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.
Weekly QuizMar 27, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent JewelerThe family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco WatchesThe “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat RubyThe ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft RecoveredThe two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.
ColumnistsMar 25, 2025
The Smart Lab: Using Short-Form Videos to Sell More JewelryThe time to start experimenting with video content is now, writes columnist Emmanuel Raheb.
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic DesignFrom striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair ServicesThe auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024The company also noted record sales in the United States and a strong performance in its jewelry category.
SourcingMar 21, 2025
BrankoGems To Hold Conference in MontanaThe event, set for June 13-15, will feature educational presentations and guided visits to the state’s sapphire mines.
TrendsMar 21, 2025
Piece of the Week: Marrow Fine’s ‘Til Death’ RingAfter the black enamel band became a best-seller for the brand, it has now launched an enamel ring personalization program.
IndependentsMar 20, 2025
Korman Fine Jewelry’s New Store Is Double the Size The Austin, Texas, jeweler’s new 11,000-square-foot store is set to open this summer.
Events & AwardsMar 20, 2025
JCK Rocks to Feature Snoop Dogg, Jason DeruloThe rapper and singer-songwriter will perform at Tao Beach on June 8.
TechnologyMar 20, 2025
Chris Ploof, Severine Ferrari Launch YouTube Video Series“Conversations with Chris Ploof” covers tips for men buying wedding bands, behind-the-scenes footage of Ploof in his studio, and more.
Lab-GrownMar 20, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond SectorAs lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.
MajorsMar 19, 2025
Signet Jewelers to Close Stores, Cut Staff Amid Declining SalesThe moves are part of the retailer’s new turnaround plan, “Grow Brand Love,” which also includes emphasizing brand loyalty over store banners.
CollectionsMar 19, 2025
Jessica McCormack’s New Collection Elevates Office WearThe “Rush Hour” campaign stars Zoë Kravitz in bold, wearable pieces designed to make a statement in the workplace.
WatchesMar 19, 2025
Breitling Acquires Another Watch Brand From the 1800sBreitling is reviving Gallet, which was founded in 1826 and is known for making watches used in the early days of long-distance travel.
AuctionsMar 19, 2025
10-Carat Fancy Vivid Blue Diamond Expected to Sell for $20MDubbed the “Mediterranean Blue,” this “remarkably rare” diamond will be part of Sotheby’s May jewelry auction in Geneva.
MajorsMar 19, 2025
AGS Adds New Program, Relaunches CSAThe American Gem Society now offers a Jewelry Evaluation Advisor designation as well as an updated Certified Sales Associate designation.
CollectionsMar 18, 2025
Beck Debuts New Collection as Trove’s Latest Designer-in-ResidenceRebecca Zeijdel-Paz created more than 75 new pieces for the residency, which will be on display at Trove’s store in New York through April.
