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Signet’s ‘Chosen’ Brand Now in All Jared Stores

Nov 23, 2016 11:42 AM   By Rapaport News
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RAPAPORT... Signet Jewelers rolled out a diamond tracking service to all Jared stores last month, targeting customers who prefer to see a diamond’s history.

The ‘Chosen Diamond’ scheme shows customers a diamond’s journey from rough stone to finished product. Signet started testing it out in the fall of 2015 in 60 Jared stores and said it also designed a new television advertisement to promote the ‘Chosen’ scheme.

“The new Chosen Diamond is now in all Jared stores,” Signet’s chief executive officer Mark Light said in a conference call Tuesday to discuss third-quarter results. “This is in total alignment with the Jared customer who tends to value this type of product and information.”

The new service comes as jewelry retailers increase the emphasis on tracking diamonds. Hong Kong-based Chow Tai Fook launched its ‘T Mark’ brand in Mainland China, Hong Kong and Macau in August. The ‘T Mark’ label has a unique serial number that allows customers to track a precious stone’s history.
Tags: Chosen, Chosen Diamond, Chow Tai Fook, Diamond tracking, Mark Light, marketing, Rapaport News, Signet, Signet Jewelers, T Mark
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