Editors

Right now, the force is with Signet

EditorsSep 04, 2015

Right now, the force is with Signet

I missed hearing the live broadcast of Signet Jewelers’ second quarter earnings call last week, as I was on vacation visiting my family in Pittsburgh and soaking in some very Western Pennsylvania-esque things: a Pirates game at PNC Park (highly recommended); Fallingwater, the spectacular home Frank Lloyd Wright designed for the Kaufmann family in the Laurel Highlands (highly recommended); and my extended family (less highly recommended.)


Earlier this week, as I was cutting down the thicket of emails that filtered in in the 10 days I was off, I had the chance to read through the transcript of the call and what I found noteworthy was the number of new lines Signet has coming down the pike.

Notice that I said noteworthy, not surprising: It’s no shock that a company that has a history of hitting the right note with consumers—Open Hearts with Jane Seymour is just one example—continues to introduce lines with great potential. And it’s even less surprising now, considering Signet’s size (its 3,500 stores make it the world’s largest specialty jeweler by store count and second only to Chow Tai Fook in sales), spending power and vertical integration. (Signet became a De Beers sightholder last year.)

Here are a few of the product highlights that caught my ear on the earnings call.

--Alex and Ani. Let’s start off with the big one. As we reported (perhaps under-reported) last week, Signet CEO Mark Light said on the call that they would be testing the popular fashion bangle brand in 108 of the approximately 250 Jared the Galleria of Jewelry stores beginning mid-month. Following a question from an analyst, he made it clear that it wouldn’t be an Alex and Ani line designed exclusively for Jared but, rather, just an assortment of the brand’s already existing products.

--Star Wars. Go ahead. Watch the trailer for The Force Awakens below. I did while I was writing this, twice.

As everyone likely knows by now, the seventh installment in the epic space soap opera is set for release this December. Just this week, we’ve reported on two companies that have received licenses to sell Star Wars-themed fine jewelry, Berlin-based designer Malaika Raiss and Signet. Light said Kay Jewelers will be “one of select jewelers” that will peddle jewelry and beads based on the uber-popular movie franchise this holiday season.


WATCH: The trailer for Star Wars: The Force Awakens

Disney, which added Star Wars to its stable when paid $4 billion for Lucasfilm in 2012, is putting together a massive retail push for Star Wars VII, and analysts predict the new film could generate as much as $5 billion in merchandise sales in its first year of release.

The push actually starts today, Sept. 4, with the official release of The Force Awakens merchandise
on “Force Friday.” You can see the Charmed Memories Star Wars beads that Signet is selling on the Kay Jewelers website.

I don’t know how sales of Star Wars jewelry will stand up to, say, toys, lunch boxes, backpacks, etc., but I think jewelers would be happy with even a small cut of that estimated $5 billion. Not to mention, what retailer wouldn’t want to be involved in any kind of event that gets consumers inspired to buy? Excited, must they be.

--Miracle Links. Miracle Links are circular pendants available in karat gold or set with colored gemstones and diamonds that are a subtle take on personalized jewelry, which continues to be popular. A new mom has one larger link that represents herself and can tack on additional links in varying metal and stone colors as additional children are born.  I can see this product having widespread appeal.

--Chosen Diamond. Signet hasn’t released a ton of detail on this one just yet and so far the test market is pretty small, only 60 Jared stores. Light said it will “resonate with the sentimentalist customer that Jared attracts,” as customers will be able to trace the journey of their diamond from mine to market. It sounds a lot like Forevermark, which is still being tested in select Jared stores, four in Virginia and six in Maryland.

There’s also a “new must-have jewelry product” that Signet first mentioned at its investor conference in June and that Light referenced again in the call last week. Whatever this “must-have” item is, Signet will be selling it in all its stores in the U.S., Canada and the U.K. beginning in late October and will support it with “one of the most comprehensive marketing programs in the history of our company,” Light said.

Enjoy the long weekend. It is shaping up to be an interesting fall.
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Mike Alexander
MajorsAug 01, 2025
Jewelers Mutual Names Mike Alexander as President

The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.

 Gemfields rough rubies
SourcingAug 01, 2025
Gemfields’ Auction Revenue Drops 50% in H1

The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.

Signet Jewelers logo
MajorsAug 01, 2025
Helzberg President Julie Yoakum Moves Over to Signet Jewelers

The addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Hernsdorf Tears of Aphrodite Necklace
CollectionsAug 01, 2025
Piece of the Week: Hernsdorf’s ‘Tears of Aphrodite’ Necklace

The necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.

Weekly QuizJul 31, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Stock image of a polished diamonds being held by tweezers
SourcingJul 31, 2025
De Beers Records $189M First-Half Loss

The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.

Lindsey Scoggins Studio convertible flower earrings
Events & AwardsJul 31, 2025
These Are the 2025 CASE Award Winners

Jewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Matthew Tratner, new president of Continental Buying Group
IndependentsJul 31, 2025
Matthew Tratner Takes Over as CBG President

Tratner succeeds Andie Weinman, who will begin stepping back from the buying group’s day-to-day operations.

Stock image of rough diamonds from the Kimberley mine
Policies & IssuesJul 30, 2025
Tariff on India Will Be 25%, Trump Says

The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.

Pomellato Mini London blue topaz and diamond bracelet
FinancialsJul 30, 2025
Kering's Jewelry Brands Resilient As H1 Sales Slide 16%

The luxury titan’s star brand Gucci continued to struggle amid a "tough" environment.

Zadok Rolex Austin
WatchesJul 30, 2025
Peek Inside Zadok Jewelers’ New Rolex Showroom in Austin

Its opening marks the completion of the retailer’s new 11,000-square-foot store in the Texas capital.

Crowd of people in a shopping mall
SurveysJul 30, 2025
Consumer Confidence Ticks Up in July

Respondents shared concerns about tariffs and commentary on the “Big Beautiful Bill.”

Making a Killing in Diamonds by Rob Bates
SourcingJul 30, 2025
Rob Bates to Release Latest Book in His ‘Diamond District Mystery’ Series

“Making a Killing in Diamonds” tells the story of Mimi Rosen, the disappearance of a scientist, and the murder of lab-grown diamond CEO.

Mighty Fierce Audacious Necklace, Sandy Rubin Aziza Necklace, Koulianos Designs Illuminations Shield Pendant
Events & AwardsJul 29, 2025
Melee The Show Welcomes 15 New Designers

The first-time exhibitors, set to debut at the New York City show, share a devotion to craftsmanship, storytelling, and material integrity.

Auctim emerald auction
SourcingJul 29, 2025
Auctim to Offer 7.3M+ Carats of Rough Emeralds

The online auction house’s September sale will feature rough Brazilian emeralds of various qualities.

AGS Board President for 2025-2026 Alexis Padis
MajorsJul 29, 2025
Alexis Padis Re-Elected AGS Board President

She’ll lead an executive committee consisting of President-Elect Bryan Moeller, Mitchell Clark, Bill Farmer, and Larry Rickert.

Stock image of shipping containers
Policies & IssuesJul 28, 2025
U.S.-EU Come to Agreement on Tariffs

Announced Sunday, the deal will set the tax on goods imported into the United States from the European Union at 15 percent.

Nanis Ipanema Collection Campaign
CollectionsJul 28, 2025
Nanis Brings a New Palette to ‘Ipanema’

A new edition of the Italian brand’s “Ipanema” collection has debuted with gemstones that evoke Brazil’s breathtaking views.

Kevin O’ Leary and George Mayer of The 1916 Company
MajorsJul 28, 2025
The 1916 Company Partners with ‘Shark Tank’ Star’s Watch Insurance Platform

The retailer will refer its customers to WonderCare, founded by venture capitalist and watch collector Kevin O’Leary.

Sissy’s new Little Rock store
IndependentsJul 28, 2025
Sissy’s Log Cabin to Open Flagship in Arkansas

The jeweler’s largest store yet is set to open in Little Rock next fall.

Jemma Wynne Forme Toggle Necklace
CollectionsJul 25, 2025
Piece of the Week: Jemma Wynne’s ‘Forme’ Necklace

Anne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”

September Hong Kong jewelry show
Events & AwardsJul 25, 2025
Pre-Registration Open for September Hong Kong Show

Jewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.

Bulgari Celestial Mosaic spinel necklace
FinancialsJul 25, 2025
LVMH Sales Slip in H1 Amid ‘Prevailing Uncertainties’

Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.

Mark and Candy Udell
Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime Achievement

Mark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.

De Beers marine mining vessel the SS Nujoma
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2

While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.

Francesca Villa Fantasia Collection The Crab Pendant, The Mermaid Pendant, Keep Dancing Seahorse Pendant, Keep Dancing Ladybug Pendant, Secret Dreams Pendant, The Puffer Fish Takes Flight Pendant
CollectionsJul 24, 2025
Francesca Villa Adds Dimension to Her Intaglio Characters

The “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy