Operations
Signet operated 1,933 specialty retail jewelry stores at January 2, 2010; these included 1,379 stores in the U.S. where the group trades as Kay Jewelers, Jared The Galleria Of Jewelry and under the following regional names: JB Robinson Jewelers, Marks & Morgan Jewelers, Belden Jewelers, Osterman Jewelers, Shaw's Jewelers, Weisfield's Jewelers, LeRoy's Jewelers, Rogers Jewelers, Goodman Jewelers, and Friedlander's Jewelers. Kay Jewelers is the national flagship mall store brand and Jared is the national off-mall superstore brand. The regional stores are all mall-based. All of the U.S. stores of all brands are operated under the subsidiary company Sterling Jewelers, Inc., which is wholly owned by Signet Jewelers.
At that date Signet also operated 554 stores in the UK, where the group trades as H. Samuel, Ernest Jones and Leslie Davis.
H.Samuel: The Jeweller is the number one specialty jeweler in the United Kingdom. Stores carry many exclusive collections such as their certified "Forever Diamonds" with a special 73-facet cut that shows more sparkle and brilliance versus a standard diamond. Their current advertising slogan is "H. Samuel helps you say it better". As of January 2, 2010 there were 348 H.Samuel stores.
Ernest Jones is known as "The Diamond and Watch Specialist", as well as carrying the distinction of being the number one "upper middle market" jeweler in the UK. The brand appeals to a more upscale customer than H.Samuel. As a diamond specialist, they carry many exclusive diamond collections, and (along with sister store Leslie Davis) are the exclusive UK jeweler for the Leo Diamond. As one of the UK's leading watch specialists, Ernest Jones has many luxury upscale Swiss watches, such as TAG Heuer, RADO Switzerland, Gucci, Longines, and Omega, with select stores carrying Rolex. As of January 2, 2010 there were 191 Ernest Jones locations.
Leslie Davis stores are branded as "Jewelers of Distinction". The selection is slightly more fashion-forward than Ernest Jones. Along with watch brands like Omega and TAG Heuer, many of their watches are by upscale clothing designers, such as Gucci, Armani, Christian Dior, and Burberry. As of 9 June 2011, there are 15 Leslie Davis locations.
Read more about this topic: Signet Jewelers
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