FinancialsSep 01, 2022
Signet Sets Sights on Bridal Market as Q2 Sales SlipMajorsSep 20, 2022
Signet Expands Loyalty Program, Adds Personal Jewelry Insurance
Customers earn one “gem” for every dollar spent as part of the “Vault Rewards” program, unlocking discounts and special member-only offers.
Signet is boosting its services offerings, offering customers a new loyalty program and personal jewelry insurance.
Akron, Ohio—Signet Jewelers is expanding its loyalty program for Jared, Kay Jewelers, and Zales customers.
The “Vault Rewards” program first launched in select Jared stores last year, expanding to all Jared locations earlier this year.
The program rolled out to Kay Jewelers last week and will be available at Zales on Oct. 4, Signet announced.
Customers can sign up for free, earning one “gem” for every dollar spent.
There are four membership tiers, Sapphire, Ruby, Emerald, and Diamond, and customers move up a tier by earning gems. Each tier unlocks additional perks.
Member-only benefits include jewelry discounts, unlimited professional jewelry cleaning and inspections, free shipping, complimentary jewelry style consultations, and access to events and experiences.
At Jared, transaction values for reward program customers have increased by nearly $600 and repeat transactions are up 7 percent, Signet said during its earnings call earlier this month.
Related stories will be right here …
The “Vault Rewards” program first launched in select Jared stores last year, expanding to all Jared locations earlier this year.
The program rolled out to Kay Jewelers last week and will be available at Zales on Oct. 4, Signet announced.
Customers can sign up for free, earning one “gem” for every dollar spent.
There are four membership tiers, Sapphire, Ruby, Emerald, and Diamond, and customers move up a tier by earning gems. Each tier unlocks additional perks.
Member-only benefits include jewelry discounts, unlimited professional jewelry cleaning and inspections, free shipping, complimentary jewelry style consultations, and access to events and experiences.
At Jared, transaction values for reward program customers have increased by nearly $600 and repeat transactions are up 7 percent, Signet said during its earnings call earlier this month.
“This value-add opportunity is one more way to show our appreciation to shoppers at Kay, Zales and Jared stores,” said Bill Brace, president of Jared and jewelry services, Signet Jewelers.
“Our customers can now earn rewards as they shop across Signet’s differentiated family of brands, earning personal rewards while shopping for themselves or for others.”
Signet is also offering Jared, Kay Jewelers, and Zales customers jewelry insurance via its new partnership with Lavalier Personal Jewelry Insurance.
“Our commitment to our guests is paramount and the addition of personal jewelry insurance to our suite of protection plans enables us to deliver full ‘worry-free wear’ coverage,” said Brace.
Customers can obtain an instant quote online and receive coverage within minutes, said Signet.
The jewelry-specific policies include coverage for loss, damage, theft, and more.
“We look forward to being an integral part of expanding Signet’s commitment to the customer by offering a superior insurance product to protect valued purchases,” said Joseph Dowd, president of Lavalier’s insurance provider, Berkley Asset Protection.
Signet has been bolstering its services sector in recent quarters as part of its “Inspiring Brilliance” growth plan.
Its services category posted 7 percent growth in its second quarter, driven by warranty and repair services.
The category also includes Rocksbox, the jewelry subscription business Signet acquired last spring, as well as appraisal services at select Kay Jewelers.
More on Majors
The Latest
ColumnistsMay 25, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
Weekly QuizMay 21, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
IndependentsMay 21, 2026
Springer’s Jewelers’ New Flagship Will Serve Next-Gen Luxury ShoppersFourth-generation CEO Lilly Mullen wants to emphasize experience, connection, and personalized service.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
WatchesMay 19, 2026
Here’s the AP x Swatch Pocket Watch That Caused PandemoniumThe $400 pocket watch is a blend of Audemars Piguet’s iconic eight-sided Royal Oak and Swatch’s unserious Pop watches from the ‘80s.
CollectionsMay 19, 2026
Chris Ploof’s New Collection Makes an Ancient Metal ModernWith gold prices on the rise, the “Modern Electrum” collection uses an alternative, non-tarnishing metal alloy composed of gold and silver.
IndependentsMay 19, 2026
Ellen and Michael Fruchtman Retire, Sell Marketing Agency Fruchtman Marketing has new owners, Erin Moyer-Carballea and Manuel Carballea, and will relocate to Miami.
ColumnistsMay 19, 2026
Peter Smith: The (Mostly) Immutable Sales TruthsIn a column for the 2026 State of the Majors issue, Smith lists 10 time-tested principles about sales that still ring true.
ColumnistsMay 18, 2026
Edahn Golan: What a K-Shaped Economy Means for Fine JewelryIn a column for the 2026 State of the Majors issue, Golan spells out how the growing economic divide in the U.S. is reshaping the market.
CollectionsMay 18, 2026
Foundrae’s New Collection Taps Into JoyThe “Limitless Expansion of Joy and Hope” collection evokes summer through colored gemstones and motifs of butterflies and florals.
CollectionsMay 18, 2026
Hancocks London Acquires Historic ‘Inchiquin’ EmeraldThe jewel, circa 1890, is from the late Victorian era and was owned by descendants of the last high king of Ireland.
Events & AwardsMay 18, 2026
Here Are the 2026 JCK Industry Fund Grant Recipients This is what the nine recipients plan to do with the funds.
AuctionsMay 15, 2026
American Collector Ponies Up Almost $17K for John Wayne’s RingThe Western star’s 14-karat gold signet ring sold for six times its low estimate following a bidding war at U.K. auction house Elmwood’s.
Events & AwardsMay 15, 2026
JA, MJSA To Sponsor Roundtable at TJSThe discussion, "Rebuilding the Jewelry Workforce," will take place on Saturday, May 16, in Troy, Michigan.
SourcingMay 15, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
AuctionsMay 14, 2026
White Diamonds Lead Sotheby’s Auction, Blue Diamond Does Not SellA matching pair of 18.38-carat, D-color diamonds from Botswana’s Jwaneng mine sold for $3.3 million, the top lot of the jewelry auction.
Supplier BulletinMay 14, 2026
A Diamond Is Forever Continues Desert Diamonds – Bridal ReinvigoratedSponsored by A Diamond Is Forever
