Signet’s brands are number 1 in the U.S., UK and Canada specialty jewelry markets.

Signet Jewelers is the world's largest retailer of diamond jewelry. Signet Jewelers operates approximately 2,700 locations primarily under the name brands of  Kay Jewelers, Zales, Jared, Banter by Piercing Pagoda, Diamonds Direct, Blue Nile,, Rocksbox, Peoples Jewellers, H.Samuel and Ernest Jones.

While each brand provides its own unique products and experiences, all are united in Signet’s mission to help people celebrate life and express love. Together, we are committed to building customer relationships that last a lifetime.

Every brand upholds our core values, including our commitment to putting people first. All brands also share Signet’s commitment to responsible sourcing and sustainability. Signet and our brands collectively use our voice and influence to do what is right for the world. We promise to use our scale for good to advance human rights while preserving our planet.


Who is Signet and what does the brand stand for?

Signet Jewelers is the world's largest diamond retailer with approximately 2,800 stores under the name brands of Kay Jewelers, Zales, Jared, Banter by Piercing Pagoda, Diamonds Direct, Blue Nile,, Rocksbox, Peoples Jewellers, H. Samuel and Ernest Jones.

As a sustainability-focused company, our promise is that all our products are responsibly sourced. Signet is a founding and certified member of the Responsible Jewelry Council and remains dedicated to ensuring consumer confidence across our diamond and gold supply chain.

In addition to our commitment to sustainability, our core values guide and define everything we do. They include putting people first, leading with bravery, staying accountable, prioritizing customer trust and happiness, and open and honest communication.

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Who are Signet’s Brands and how are they related?

Signet Jewelers is the parent company of Kay Jewelers, Zales, Jared, Banter by Piercing Pagoda, and Diamonds Direct in the United States, Blue Nile,, Rocksbox, and Peoples Jewellers in Canada, and H. Samuel and Ernest Jones in the United Kingdom. These brands are leaders in the specialty jewelry markets in their respective countries.

While the voice and value proposition of each brand is unique, all of Signet’s brands share the same core values, commitment to sustainability and responsible sourcing.

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Do Signet and its banner brands leverage sustainable practices?

Yes, as a sustainability-focused company who operates around the world, we care about the impact we make globally. Signet is the world’s largest retailer of diamond jewelry and uses its scale to advocate for sustainable and responsible practices throughout the global jewelry supply chain.

Signet is a member of the IFRS Sustainability Alliance and a co-founder of the Responsible Jewelry Council (RJC), the world’s leading standard-setting organization for the jewelry and watch industry.

Our 2030 Corporate Sustainability Goals outline our plans for the future and how we continue to make social, environmental and governance sustainability a driver in everything we do. Each brand in the Signet portfolio is inspired by a commitment to sustainability and contributes to our efforts to raise standards across the jewelry industry as a whole.

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Do Signet’s banner brands use real diamonds

All Signet brands offer both natural diamonds and lab-created diamonds. While natural diamonds are formed by the earth over billions of years and lab-created diamonds are formed in a controlled lab, they have the exact same chemical and optical properties. That means both types of diamonds are considered “real diamonds”.

If you choose to go with a natural diamond, you can be sure that all Signet brands use 100% conflict-free diamonds sourced from all over the world. We’re proud to have either co-created or co-founded every key global initiative that involves the responsible sourcing of diamonds. That means purchasing diamond jewelry from any Signet brand is a responsible choice.

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