In Conversation with Jamie Singleton, Signet

A laser-focus on consumer segments and an aggressive focus on 'love' was a key ingredient during the pandemic for the brand; which included the 'Love is Unstoppable campaign' and a closer analysis of consumer insights during a time of great change.

Signet's transition from a traditional to a digitally-driven retailer has been a recent one remarks Singleton. Keeping up with the speed of change has been a challenge for the US' biggest jeweller, but Singleton believes it's an important part of being successful and the company has set up a strong strategy to do just that...