Our purpose - our reason for being - is to inspire love.

Every beloved brand has a purpose. It’s bigger than the products it sells or the services it offers. Purpose is the higher-order benefit a business gives to the world. Our Purpose is Inspiring Love. And it’s based on a fundamental belief we hold dear: the more love there is in the world, the better the world is for all of us. 

As the world’s largest retailer of diamond jewelry, Signet Jewelers is positioned like no other to inspire love the world over. Signet operates approximately 2,800 stores primarily under the name brands of Kay Jewelers, Zales, Jared, Banter by Piercing Pagoda, Diamonds Direct, JamesAllen.com, Rocksbox, Peoples Jewellers, H.Samuel and Ernest Jones.. Our operations and supply chain relationships span Africa and India. 

Inspiring Love within our four walls as well as the four corners of the world comes in the form of loving all people, loving ourselves, as well as our planet and products. Our purpose is fueled by fostering equality and inclusiveness, innovating new ways to bring unique jewelry and personal experiences to everyone and encouraging self-expression. 

Our customers trust us to help them celebrate life’s most meaningful and personal moments; and we do not take that responsibility lightly. The products and services we offer to help all people Celebrate Life and Express Love reflect our commitment to values as well as value. Our more than 20,000 team members work toward creating and contributing to a world with more love, respect and acceptance for all. Signet and our brands collectively use our voice and influence to do what is right for the world.




As a purpose-driven and sustainability-focused company, Signet Jewelers is a participant in the United Nations Global Compact and adheres to its principles-based approach to responsible business. Learn about our commitment to sustainability and how our 2030 goals align with the UN Sustainable Development Goals.

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