Vision 2020:
Our Strategic Priorities
“Guests come into my store looking for great jewelry at a fair price. We build a relationship of trust through listening and effectively communicating the features and benefits of our products.” Maria Vecchio-Schaffner, Jared, General Manager, New York
VISION 2020: Strategic Priority #1
Maximize Mid Market
Signet does business principally in the mid-market jewelry segment. It is our goal to be the leading retailer and to maximize our business directed to mid-market consumers everywhere we do business. The mid-market, in contrast to the luxury and costume jewelry markets, represents our largest growth opportunity. The US total jewelry market is nearly $80 billion. We believe the mid-market accounts for approximately half of it. So even though we acquired America’s #2 jewelry retailer during 2014, Zale, we still have tremendous growth opportunities within the mid-market as our market share of this segment is still less than 20%. New brand positioning efforts guide us in segmenting customer types and buying occasions against our store brands. This allows us to merchandise and market with more precision to the mid-market.
