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Signet Jewelers to Buy The Clear Cut
Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.
A screen shot of The Clear Cut’s website. On Thursday, news broke that Signet Jewelers is slated to acquire The Clear Cut and integrate it into Blue Nile. Terms of the deal, which is expected to close shortly, were not disclosed. (Photo courtesy of The Clear Cut)
New York—Jewelry giant Signet Jewelers Ltd. has signed an agreement to purchase The Clear Cut, the online-only jeweler that is a staunch advocate for natural diamonds, and integrate it into Blue Nile, which Signet acquired in 2022.
The deal, which was first reported by WWD on Thursday morning, is expected to close in a matter of days.
The purchase price is not being disclosed but Signet Chief Financial Officer Joan Hilson described the acquisition of The Clear Cut as a “tuck-in investment focused on enhancing Signet’s capabilities in high-value natural diamond sales.”
It will be funded with cash on hand and is not expected to impact Signet’s capital allocation priorities, she said.
Signet is the largest specialty jeweler in North America, both in terms of sales and number of stores.
The company ranked No. 1 on National Jeweler’s $100 Million Supersellers list, with its 2025 sales topping $6 billion.
Olivia Landau, The Clear Cut’s founder and CEO, shared the news on the company’s Instagram account, writing, “Ten years ago, I started an educational blog and Instagram account called The Clear Cut, born out of my passion for natural diamonds. It grew into something far bigger than Kyle [Simon, her husband and The Clear Cut’s co-founder and chief operating officer] and I ever could have imagined.
“Today, we are incredibly proud to officially share that The Clear Cut is expected to join Blue Nile and Signet.”
Related stories will be right here …
The deal, which was first reported by WWD on Thursday morning, is expected to close in a matter of days.
The purchase price is not being disclosed but Signet Chief Financial Officer Joan Hilson described the acquisition of The Clear Cut as a “tuck-in investment focused on enhancing Signet’s capabilities in high-value natural diamond sales.”
It will be funded with cash on hand and is not expected to impact Signet’s capital allocation priorities, she said.
Signet is the largest specialty jeweler in North America, both in terms of sales and number of stores.
The company ranked No. 1 on National Jeweler’s $100 Million Supersellers list, with its 2025 sales topping $6 billion.
Olivia Landau, The Clear Cut’s founder and CEO, shared the news on the company’s Instagram account, writing, “Ten years ago, I started an educational blog and Instagram account called The Clear Cut, born out of my passion for natural diamonds. It grew into something far bigger than Kyle [Simon, her husband and The Clear Cut’s co-founder and chief operating officer] and I ever could have imagined.
“Today, we are incredibly proud to officially share that The Clear Cut is expected to join Blue Nile and Signet.”
She stated in the Instagram caption that once the deal closes, she will continue to lead The Clear Cut as president while “also helping drive digital innovation across Signet’s portfolio to shape the future of the modern bridal experience.”
“I’ve always believed we are not just building a company,” Landau said. “We are custodians of an industry.”
Hilson said following closing, The Clear Cut will have access to Signet’s diamond inventory while the acquisition will give Signet access to The Clear Cut’s technology, including Gem by The Clear Cut and its proprietary AI platform, Eunice.
She said immediately following closing, The Clear Cut will continue to serve customers as it does today.
Post-close, Signet said that The Clear Cut name will be maintained as it is integrated into Blue Nile, while The Clear Cut as a standalone site eventually will cease to exist.
News of the acquisition follows Signet’s announcement in March that it is looking to reposition Blue Nile as a more upscale brand that focuses on natural diamonds, part of a wider repositioning of all the company’s banners that included shutting down James Allen.
On Thursday, Hilson said: “Our data continues to show that natural diamonds remain a powerful emotional purchase and represent a compelling growth opportunity within Grow Brand Love [the company’s turnaround plan]. This move strengthens our ability to differentiate our brands, deepen consumer trust, and compete more effectively in the natural diamond category.
“Olivia, Kyle and The Clear Cut team will bring a white‑glove customer approach that blends a leading virtual concierge, certified gemologist expertise, and The Clear Cut’s proprietary AI technology. These capabilities will strengthen Blue Nile’s elevated luxury positioning, tailored to customers at the premium end of the assortment. It’s all about the customer.”
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