Signet Jewelers Lowers Q4 Guidance After Holiday Sales Fall Short
The peak selling days leading up to Christmas did not meet the jewelry retailer’s expectations.

The retailer, which is the parent company of several large jewelry store chains including Zales, Jared, and Kay Jewelers, shared details Tuesday morning about its preliminary sales for the 10 weeks ending Jan. 11, though it did not provide an exact dollar amounts.
“Our holiday results of approximately -2% SSS [same-store sales] reflect peak selling days leading up to Christmas that were below forecast,” said Joan Hilson, chief financial and operating officer.
Engagement ring and service sales met expectations and the jeweler did see merchandise average unit retail (AUR) increase in bridal and fashion jewelry.
Merchandise AUR, which is calculated by dividing same-store sales revenue by same-store sales units, was up 5 percent compared with last holiday season, despite a drop in in-store traffic and lower conversion rates.
However, sales of fashion jewelry, a popular choice for holiday gifting, underperformed, said Hilson, noting consumers were looking for deals even more than Signet had anticipated this holiday season, and the retailer did not have enough lower-priced jewelry to meet their needs.
“Merchandise assortment gaps at key gifting price points impeded our ability to meet that trend,” she said.
Its merchandise margin improved, but it was less than expected due to a lower mix of fashion jewelry and a “stronger customer response to promotional items.”
In response to its lackluster holiday results, Signet has lowered its guidance for the fourth quarter of fiscal 2025.
It now expects total quarterly sales of $2.32 billion to $2.34 billion, down from its prior guidance of $2.38 billion to $2.46 billion.
Same-store sales are expected to be down between 2 and 2.5 percent, compared with its prior guidance of flat to 3 percent growth in same-stores sales.
Its adjusted operating income is expected to be $337 million to $347 million, down from $397 million to $427 million, while its adjusted EBITDA is expected to be $381 million to $391 million, down from its prior guidance of $441 million to $471 million.
New CEO J.K. Symancyk said that while there were positives to be found in its holiday performance, the retailer has the opportunity to adjust its consumer-facing strategies, particularly in marketing, product design, and assortment innovation.
“I see meaningful potential to unlock shareholder value through the strength of both our brand portfolio and financial foundation,” said Symancyk.
“We can build on our industry-leading position in bridal while dramatically accelerating our reach into the larger fashion categories of self-purchase and gifting to drive sustainable organic growth.”
The Latest

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

The basketball stars wear men’s jewelry from the “Curb Chain” collection.


The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
The two organizations will hold the educational event together this fall in Mississippi.

The entrepreneur and “Shark Tank” star will share his top tips for success.

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

Interior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.

The free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.

The feedback will be used to prepare other jewelers for the challenges ahead, the organization said.

The online sessions are designed to teach jewelers to use AI tools like ChatGPT and Claude to grow their business.

The opening marks the jewelry retailer’s first location in the Midwest.

The “United in Love” collection offers tangible mementos of hearts entwined with traditional and non-traditional commitment heirlooms.

Robert Goodman Jewelers will hold a “Black Jewelry Designers and Makers” event on April 27.

The announcements follow a tumultuous start to 2025 for WJA, which saw a wave of resignations following controversial statements about DEI.