A few years ago, Signet Jewelers, the parent of mall-based jewelry brands such as Zales and Kay, was suffering sales declines as younger shoppers opted for trendier boutique stores or direct-to-consumer online startup brands. A 2019 New York Times exposé of a toxic work environment at Akron, Ohio-based Signet only hastened the need for change.
Now under new leadership, the retailer has been in turnaround mode as it seeks to court younger shoppers and overhaul its marketing strategy.
“Our banners were losing share, we were struggling in many ways to keep up with the rapid changes in the jewelry industry,” says Jamie Singleton, Signet’s president and head of marketing on the latest episode of the “Marketer’s Brief” podcast. “We needed innovation and to step forward and do things in a way that appealed to a younger generation.”