Signet Now Selling Lab-Created Diamonds at All U.S. Banners
December 10, 2019 by Rob Bates
"Signet Jewelers is increasing its embrace of lab-grown diamonds and is selling them at all its major U.S. jewelry banners.
Spokesperson David Bouffard tells JCK that “lab-created diamonds are available in both fashion and bridal jewelry at James Allen, Kay, Zales, and Jared stores, as well as their e-commerce sites.” (The only U.S. Signet banner that doesn’t seem to be carrying them is Piercing Pagoda.)
When JCK last looked, about two months ago, Kay’s Modern Creation line was sold at only four Kay locations in Florida, and Zales was not selling them at all. Now, they are being sold at all Kay and Zales stores.
The Signet sites don’t give lab-growns the same full-throated endorsement that we have seen from other companies—perhaps a reflection of the difficult balancing act faced by a company with millions in natural diamond inventory.
It won’t accept lab-growns for trade-in, and its ad copy and accompanying chart (below) point out that natural diamonds have their advantages, too. It notes that diamonds “from the Earth” are “historically” likely to maintain long-term value, while it’s “unknown at this time” what will happen to the long-term value of lab-growns. It says that the natural supply is “finite and rare,” while the lab-grown supply is “potentially unlimited.” It notes that both its lab-grown and natural diamonds are “100% conflict-free.”
Kay Jewelers’ chart comparing natural diamonds with lab-created
“At Zales, our goal is ... "
https://www.jckonline.com/editorial-art ... amonds-us/
