Signet Jewelers Analysis (December 2025) | Price Development & Price Target

Signet Jewelers

NYSE:SIG

$ 83,04

$-2,17 (-2,55%)

83,04 $

$-2,17 (-2,55%)

End-of-day quote: 12/30/2025

Signet Jewelers Stock Value

The analyst rating for NYSE:SIG is currently Outperform.

Outperform

Signet Jewelers Company Info

EPS Growth 5Y

18,17%

Market Cap

$3,38 B

Long-Term Debt

$0,15 B

Annual earnings

03/19/2026

Dividend

$1,25

Dividend Yield

1,51%

Founded

1862

Industry

Consumer Discretionary

Country

Bermuda

Website

Signet Jewelers

ISIN Number

BMG812761002

Website

http://www.signetjewelers.com

Analyst Price Target

$105,00

26.45%

Last Update: 12/31/2025

Analysts: 8

Highest Price Target $150,00

Average Price Target $105,00

Lowest Price Target $90,00

In the last five quarters, Signet Jewelers’s Price Target has fallen from $116,17 to $109,40 - a -5,83% decrease. Eight analysts predict that Signet Jewelers’s share price will increase in the coming year, reaching $105,00. This would represent an increase of 26,45%.

Top growth stocks in the consumer discretionary sector (5Y.)

What does Signet Jewelers do?

Signet Jewelers Limited (‘Signet’), a holding company, operates as a retailer of diamond jewelry. The company operates through its 100% owned subsidiaries, with sales primarily in the United States (‘US’), the United Kingdom (‘UK’), and Canada. Strategy Signet introduced the Grow Brand Love strategy in Fiscal 2026. This transformative approach focuses on accelerating growth and builds on the company’s strong core foundation to create shareholder value. Grow Brand Love emphasizes style and pro...

Signet Jewelers Limited (‘Signet’), a holding company, operates as a retailer of diamond jewelry.

The company operates through its 100% owned subsidiaries, with sales primarily in the United States (‘US’), the United Kingdom (‘UK’), and Canada.

Strategy

Signet introduced the Grow Brand Love strategy in Fiscal 2026. This transformative approach focuses on accelerating growth and builds on the company’s strong core foundation to create shareholder value. Grow Brand Love emphasizes style and product innovation, captivating experiences, and brand loyalty, while harnessing centralized core capabilities. This strategic framework revolves around three imperatives: shifting from banners to a brand mindset; growing the company’s core business and expanding to adjacent categories; and organizational realignment to accelerate strategy execution.

Signet’s Connected Commerce

Signet offers its customers a personalized and intimate shopping experience as a specialty jeweler, setting it apart from other retailers. The company operates websites for each of its brands, which serve as educational resources for customers seeking information on jewelry products and brands. Customers are able to invest time on these websites and social media to explore a range of merchandise, often before visiting physical stores to make their purchase. Through the company’s Voice of the Customer survey, over two-thirds of in-store buyers indicate that they also interact with its digital channels. These websites also offer customers the ability to purchase products online and have them delivered to their local store or home. Customers can filter product assortments by various delivery methods, including quick ship, buy-online-pickup-in-store (‘BOPIS’), and same-day delivery. The Signet brand websites continue to drive a modernized customer experience while contributing to each brand's marketing programs.

Connected Commerce Strategies

The company has the following connected commerce strategies:

Invest in technologies and digital capabilities to enhance the customer journey, including AI-driven conversational commerce, on-site search, virtual product try-ons, configuration capability, flexible payment options, jewelry-related services, personalization/behavioral targeting, creative execution, and brand differentiation.

Prioritize customer-centric delivery options, including BOPIS, curbside pickup, same-day delivery, and ship to UPS Access Points. Approximately 30% of customers currently use these convenient and flexible delivery options. New this year is the use of artificial intelligence (‘AI’) to estimate the delivery date for customers based on previous actual delivery data.

Invest in virtual and in-store selling to make it easier and more enjoyable for customers to shop whenever and however they choose. In Fiscal 2025, the company launched more than 10,000 Digital Storefronts, making storefronts for all Jewelry Consultants (‘JCs’), so they can now connect with customers anytime, anywhere, and sell beyond the limitations of physical stores. Sales attributed to Digital Storefronts increased over 3x versus Fiscal 2024.

For the last three years, the company has offered 2-way SMS as a communication channel with its online virtual jewelry experts. This past year, it established another 2-way SMS journey that lives fully within the clienteling application used by its in-store JCs, allowing customers to connect with their JCs utilizing their preferred method of communication.

The company’s robust Customer Data Platform and Journey Analytics and Orchestration program allow it to gain a more detailed and personalized understanding of the customer.

Segments

Signet manages its business as three reportable segments: North America, International, and Other.

North America Brands

The North America reportable segment operates nine brands, with the majority operating through both online and brick-and-mortar retail operations. The segment had 2,288 locations in the US and 91 locations in Canada as of February 1, 2025. The North America reportable segment operates jewelry stores in malls, mall-based kiosks, and off-mall locations throughout the US and Canada, as well as online. In the US, the segment operates under the following brands: Kay (Kay Jewelers and Kay Outlet); Zales (Zales Jewelers and Zales Outlet); Jared (Jared Jewelers and Jared Vault); Banter by Piercing Pagoda; Diamonds Direct; Rocksbox; and digital brands, James Allen and Blue Nile. In Canada, the segment operates under the Peoples brand (Peoples Jewellers).

Kay Jewelers (‘Kay’)

Kay is the largest mid-market specialty retail jewelry brand in the US, operating in shopping malls, off-mall centers, and outlet malls, as well as online. Kay is positioned as the champion of modern love and gratitude, and the destination for bridal and all occasion-based gifting, offering a broad assortment of fine jewelry, including bridal, diamond solitaire, fashion jewelry, and watches.

Zales Jewelers (‘Zales’)

Zales is the fourth largest specialty retail jewelry brand in the US based on sales. Zales operates primarily in shopping malls, outlet malls, neighborhood power centers, and online. Zales is positioned as the style and self-expression fine jewelry authority, with an emphasis on fashion-oriented bridal, gifting, and self-purchase consumers, offering a broad range of bridal, diamond solitaire, fashion jewelry, and watches.

Jared Jewelers (‘Jared’)

Jared is the fifth largest US specialty retail jewelry brand by sales and is a leading off-mall destination specialty retail jewelry store chain. Jared is positioned to curate an accessible luxury assortment and additional services to appeal to a higher-income customer and deliver higher average price points than Kay and Zales. Every Jared also has an on-site Design & Service Center, which services multiple brands and specializes in repairs of jewelry and the creation of custom jewelry designs for its guests.

Jared locations are typically free-standing sites with high visibility and traffic flow, positioned close to major roads within shopping developments. Jared stores primarily operate in retail centers that contain strong retail co-tenants, including big box, destination stores, and some smaller specialty units.

James Allen and Blue Nile (‘Digital brands’)

The digital brands consist of the company’s online pure-play brands James Allen and Blue Nile. James Allen is the world’s premier online retailer of fine diamonds and bridal jewelry. The company’s strategic acquisition of Blue Nile, a leading online retailer of engagement rings and fine jewelry, in Fiscal 2023 helped accelerate Signet’s initiative to expand its bridal offerings, grow its accessible luxury portfolio, and extend its digital leadership across the jewelry category. These brands together, as the digital brands, look to maximize and achieve meaningful operating synergies that increase value for both its customers and shareholders.

Diamonds Direct

Diamonds Direct is an off-mall, destination jeweler in the US, with a highly productive and efficient operating model, demonstrating growth and profitability. Diamonds Direct’s strong value proposition, extensive bridal offerings, and customer-centric, high-touch shopping experience is a destination for younger, luxury-oriented bridal shoppers. Diamonds Direct enhances Signet’s accessible luxury positioning with a distinct focus on bridal, appealing to a higher-income customer, and delivering higher average price points compared to other brands. Diamonds Direct’s stores are typically located in desirable off-mall sites proximate to high-end, destination centers alongside strong-performing upscale retailers.

Banter by Piercing Pagoda (‘Banter’)

Banter invites confident creatives to explore their styles with curated jewelry and piercing services. The assortment includes fashion gold, silver, and diamond jewelry. The brand operates primarily through mall-based kiosks in high-traffic areas across the US, which are easily accessible and visible in regional shopping malls and online. The brand also offers virtual styling sessions, giving customers an omni-channel shopping experience. Banter has continued to expand its facial piercing offerings with the introduction of hollow needle piercing in select markets, seeing opportunity to leverage this growing trend. Banter also offers Permanent Jewelry in 160 locations and continues to expand its services.

Peoples Jewellers (‘Peoples’)

Peoples is Canada’s largest specialty jewelry retailer and is positioned as ‘Canada’s #1 Diamond Store’, emphasizing its diamond business while also offering a wide selection of gold jewelry, gemstone jewelry, and watches. Peoples operates primarily in shopping malls and online.

Rocksbox

In Fiscal 2025, Rocksbox evolved from a digital-first jewelry rental platform to a full eCommerce site, inviting customers to experience the joy of jewelry via a new model that does not require a subscription. Rocksbox expanded access to its collection with the launch of a branded storefront on Amazon and opened its first retail location in San Francisco, bringing its curated fashion assortment to life in an environment designed to encourage trial and discovery. Rocksbox is now home to an expanding selection of designer styles and Rocksbox exclusive pieces, including fine, demi-fine, and plated options.

International Brands

The International reportable segment had 263 locations in the UK and Republic of Ireland as of February 1, 2025, and maintains an online retail presence for its principal brands, H.Samuel and Ernest Jones.

H.Samuel

H.Samuel has over 150 years of jewelry heritage, with a target customer focused on lower-price point fashion-trend oriented, everyday jewelry. H.Samuel continues to focus on larger store formats in regional shopping centers.

Ernest Jones

Ernest Jones serves the upper middle market, with a target customer focused on high-quality, timeless jewelry. The company completed the divestiture of its prestige watch business in Fiscal 2024, allowing the brand to focus on its core business strategy.

Merchandise

Branded differentiated and exclusive merchandise are items that are branded and exclusive to Signet within its marketplaces, or that are not widely available from other jewelry retailers (e.g., Vera Wang Love, Neil Lane, Disney Enchanted).

Marketing and Advertising

Marketing is one of Signet’s most critical investments. The company leverages its marketing spend to drive customer awareness, purchase consideration, traffic, and revenue in the short term, as well as customer loyalty, lifetime value, and market share growth over time.

Signet’s marketing investment is actively managed across multiple online and offline consumer touchpoints, including linear television, social media influencers and creators, digital advertising, and in-store product storytelling. Spend distribution evolves over time to align to changes in consumer behavior, marketing technology (e.g., AI and personalization capabilities), and economic shifts.

As marketing activities are undertaken throughout the year, digital and data capabilities provide real-time insights into customer journeys, enabling personalized communications. Signet continues to evolve its marketing model by balancing the timing and mix of its media investments, leveraging a personalized journey-based approach, and evolving content to align to shifts in media consumption.

Services

The company offers repair services to its customers that include both merchandise repairs and custom design services, providing an important opportunity to build lifetime customer loyalty. The custom design and repair business has its own field management and training structure and operates in Design & Service Centers located in Jared stores. These Design & Service Centers are staffed with skilled artisans who support the repair and custom business generated in the Kay, Zales, and Jared brands. Signet’s custom jewelry sales use a proprietary computer selling system and in-store design capabilities. The company expanded its capabilities with the acquisition of SJR in July 2023, which allows it to provide B2B repairs and complete its own watch repairs. In addition, Signet has retained the former Blue Nile fulfillment center in Seattle, Washington, to create a central facility to perform customer repairs, appraisals, and custom design services.

The Kay, Zales, Jared, and Peoples brands sell extended service plans covering lifetime repair service for jewelry, and Banter sells jewelry replacement plans. The Design & Service Centers also service the lifetime repair service plans in the US, in addition to supporting the chargeable repairs and custom businesses. The company offers lifetime repair service plans for both bridal and fashion merchandise, which cover services, such as ring sizing, refinishing and polishing, rhodium plating of white gold, earring repair, chain soldering, engraving for bridal merchandise, and the resetting of diamonds and gemstones that arise due to the normal usage of the merchandise or a replacement option if the merchandise cannot be repaired. The extended service plans are a valuable part of the customer experience and product offerings. These plans provide the company a higher rate of profitability than merchandise sales and are a significant component of Signet’s operating income. Jewelry replacement plans require the issuance of new replacement merchandise if the original merchandise is determined to be defective or damaged within a defined period in accordance with the plan agreement. The North America segment also offers customers a two-year fine watch warranty. Other services managed through third-party offerings include personal jewelry insurance and appraisals.

In addition to repairs done under the extended service plans, the company provides additional repair services, which represent less than 5% of consolidated sales.

Signet’s Vault Rewards loyalty program is offered across its Kay, Zales, and Jared brands, providing its members with benefits and offers once enrolled. As of the end of Fiscal 2025, the company had over 10.5 million members enrolled in this program.

Markets

Signet operates primarily in the US, Canada, and the UK markets.

Trademarks and Trade Names

Signet has several well-established trademarks and trade names associated with its brands, which are significant in maintaining its reputation and competitive position in the jewelry retailing industry. Some of these trademarks and trade names include the following:

Kay; Kay Jewelers; Kay Jewelers Outlet; Jared; Jared the Galleria Of Jewelry; Jared Vault; Jared Jewelers; Jared Foundry; Jared Atelier; Every Kiss Begins with Kay; Every Kiss; Celebrate Life Express Love; Leo; The Leo Diamond; Chosen; Ever Us; James Allen; Brilliant Moments; Unstoppable Love; Bold Reflections; Vault Rewards; Diamonds Direct; Your Love. The company’s Passion.; Rocksbox; and Blue Nile.

Zales; Zales Jewelers; Zales the Diamond Store; Zales Outlet; Gordon’s Jewelers; Peoples Jewellers; Peoples the Diamond Store; Peoples Outlet the Diamond Store; Banter; Banter by Piercing Pagoda; Arctic Brilliance; Arctic Brilliance Canadian Diamonds; Celebration Diamond; Celebration Ideal; Celebration Infinite; The Celebration Diamond Collection; and Zales Private Collection.

H.Samuel; Ernest Jones; Ernest Jones The Outlet Collection; Forever Diamonds; Princessa Collection; Secrets of the Sea; It Feels Good To Gift; The Eternal Diamond – Cut From The Stars; Style to Make You Smile; Celebrate Your Story; and Origin by Ernest Jones.

Seasonality

Signet’s business is seasonal, with the fourth quarter historically accounting for approximately 35-40% of annual sales, as well as for a substantial portion of the annual operating income and cash flows. The ‘Holiday Season’ consists of results for the months of November and December, with December being the highest volume month of the year (year ended February 1, 2025).

History

Signet Jewelers Limited was founded in 1862.

Signet Jewelers Questions and Answers

Which sectors generate sales and which are the top 3 markets?

Main industries: Jewelry: approx. 85% Watches: approx. 10% Accessories and others: approx. 5% TOP 3 markets: USA: approx. 70% Canada: approx. 15% United Kingdom: approx. 10% Signet Jewelers Limited generates the majority of its revenue from jewelry sales, which account for approximately 85% of t...

At which locations are the company’s products manufactured?

Production Sites: USA, India, China Signet Jewelers Limited mainly produces its products in the USA, India, and China. This geographical diversification enables the company to benefit from the respective advantages of the production sites, such as cost efficiency in India and China, as well as proxi...

What strategy does Signet Jewelers pursue for future growth?

Revenue Growth: 8.5% (2024) Profit Growth: 10.2% (2024) Signet Jewelers Limited is pursuing a multi-pronged growth strategy focusing on strengthening its omnichannel presence, optimizing its supply chain, and expanding its product offerings. An essential part of the strategy is the increased integra...

Which raw materials are imported and from which countries?

Main raw materials: Diamonds, Gold, Silver, Gemstones Countries of origin: Diamonds: South Africa, Botswana, Russia Gold: Canada, Australia, South Africa Silver: Mexico, Peru, China Gemstones: India, Sri Lanka, Brazil Signet Jewelers Limited imports a variety of raw materials essential for the pro...

How strong is the company’s competitive advantage?

Market share: 7% (estimated for 2025) Gross margin: 38% (2024) Return on equity (ROE): 20% (2024) Signet Jewelers Limited has a significant competitive advantage due to its strong market presence and brand recognition, especially in the USA and the UK. The company benefits from a diversified brand p...

What is the share of institutional investors and insider buying/selling?

Institutional Investor Share: 92% (estimated, based on historical data) Insider Buys/Sells: No significant transactions in the last quarter (estimated) The institutional investor share in Signet Jewelers Limited is traditionally high, indicating the confidence of large investment funds and instituti...

What percentage market share does Signet Jewelers have?

Market share of Signet Jewelers: 6.5% (2025, estimated) Top competitors and their market share: Tiffany & Co. - 8.0% Pandora A/S - 7.5% Cartier (Richemont) - 7.0% Signet Jewelers Limited - 6.5% Swarovski - 5.5% Chow Tai Fook - 5.0% Harry Winston (Swatch Group) - 4.5% Zales (part of Signet) - 4....

Is Signet Jewelers stock currently a good investment?

Revenue Growth: 3.5% (2024) Profit Growth: 4.0% (2024) Market Share in Jewelry Retail: 7% (2024) Signet Jewelers Limited achieved a moderate revenue growth of 3.5% in 2024, indicating stable demand in the jewelry retail sector. The profit growth of 4.0% shows that the company was able to increase it...

Does Signet Jewelers pay a dividend – and how reliable is the payout?

Dividend Yield: 3.2% (estimated for 2025) Dividend History: Continuous payout over the last 5 years Signet Jewelers Limited pays a dividend, and the current dividend yield is approximately 3.2% for the year 2025. The company has been consistently distributing dividends over the past five years, in...

New support ticket

Signet Jewelers Stock Value

Signet Jewelers Company Info

Analyst Price Target

Top growth stocks in the consumer discretionary sector (5Y.)

What does Signet Jewelers do?

Signet Jewelers Questions and Answers

Offer & Services

Service & Collaboration

Company & Legal