Signet’s mission is to help our customers
Celebrate Life and Express Love.

It is our honor to help our customers express their deepest emotions with their loved ones. We do this by educating and assisting them in purchasing high quality jewelry and watches as gifts for their loved ones or themselves. We are able to do this because we buy, sell, assort and market diamonds and fine jewelry better than anyone else in the world.

Our people are essential to achieving this purpose. They have made us an industry leader, and our Customer First commitment is one of the many ways in which we have made a profound impact in the jewelry industry.