DALLAS — Signet Jewelers Ltd. is renaming its Piercing Pagoda brand name.
The brand will be regarded as “Banter by Piercing Pagoda.”
Signet mentioned in a push launch that it’s “testing” the name, which will roll out to a lot more than 500 U.S. places and electronic and social media channels. At current, about 1-fifth of the brand’s locations are tests the name.
The name is meant to invoke “the exhilaration of playful conversation, like the adrenaline of a new piercing or piece of jewelry,” stated Kecia Caffie, president of the manufacturer.
Signet options to open up up to 100 Banter by Piercing Pagoda destinations in fiscal 2022 in regional malls.
Other Signet makes include Kay Jewelers, Zales, Jared, H. Samuel, Ernest Jones, Peoples and JamesAllen.com and the jewellery subscription services Rocksbox.
Read the total push launch:
Piercing Pagoda, the promptly expanding, cost-effective wonderful jewelry and piercing retailer, nowadays announced it is ushering in a bold new chapter in its 50-year evolution with the testing and introduction of a new master brand identify, “Banter™ by Piercing Pagoda®.” This new identify displays the private relationship the retailer has with both of those its new and long-held clients, its revolutionary client experiences and omnichannel advancement technique. “Banter™ by Piercing Pagoda®” has designs to roll out the identify to its additional than 500 U.S. destinations, digital and social media channels. Previously, one-fifth of present destinations are screening the new Banter by Piercing Pagoda name in cities including New York, Chicago, Los Angeles, and Seattle.“Our new Banter by Piercing Pagoda identify is complete of power, invoking the pleasure of playful discussion, like the adrenaline of a new piercing or piece of jewellery. Our shoppers are fiercely unique, artistic persons who encourage us to reject labels and celebrate our exclusive identities each day.” reported Kecia Caffie, President, Banter by Piercing Pagoda. “Guided by our Inspiring Brilliance technique, our passionate team attracts inspiration specifically from our consumers to frequently evolve our products choices and our linked commerce encounters so that we’re there for them when, where ever and having said that they pick out to store with us.”
Recognized by its exclusive gold-script cash letter “B,” Banter by Piercing Pagoda aims to empower a lot more buyers to express themselves with chains, charms, necklaces, and earrings that are gender neutral – and securely gives piercing services for their facial area, nose, and ears. Banter by Piercing Pagoda combines classy models and approachable support at economical price details with tech-enabled outlets and warm, present day service.
Banter by Piercing Pagoda is aspect of Signet Jewelers, the world’s largest retailer of diamond jewelry. Within just the Signet portfolio, which options nine jewelry retail brand names with distinct price propositions, Banter by Piercing Pagoda caters to the tech-savvy Gen Z and millennial purchaser, who is passionate about jewellery and style – and lets their style notify their story. Banter by Piercing Pagoda takes inspiration right from its clients to evolve products offerings, underscoring the company’s purchaser-impressed system primarily based on knowledge-pushed insights. In recent a long time, Piercing Pagoda has considerably developed its marketplace share.
Around the very last three decades, underneath Signet’s Route to Brilliance growth approach, Banter by Piercing Pagoda accelerated its transformation and continues to drive forward momentum. The model had its strongest quarter ever in Q1 FY22 and in FY21 finished its sixth consecutive yr of optimistic identical-retail store income expansion amid stable products margins. This 12 months by yourself, Banter by Piercing Pagoda has extra than 135 retailers on monitor to produce just one million pounds in revenue, with plans to open up to 100 further spots in FY22 in regional malls, where by knowledge-pushed analyses present possibility. Amongst these new spots will be new inline store formats that provide shoppers with an even more enhanced procuring knowledge. The retailer format will include things like a lounge specified for piercing, giving a more comfortable, private piercing expertise and smart mirrors to just about test on item in find spots.
New and Increased Items and Solutions
Banter by Piercing Pagoda will also go on to roll out its latest assistance – nose and facial piercings – throughout the US, addressing increasing purchaser demand from customers during the pandemic. Banter by Piercing Pagoda prides itself on providing protected piercing products and services and has strictly followed COVID-relevant health and basic safety protocols issued by the CDC and other well being businesses. The manufacturer also offers virtual piercing abide by-up appointments and virtual styling sessions.
Banter by Piercing Pagoda is also redoubling efforts to deliver shoppers an inspiring cellular encounter as section of a linked commerce method. In FY21, Piercing Pagoda sent somewhere around 140% year-around-12 months eCommerce progress, with mobile phones taking part in a important job. In addition, enhanced virtual capabilities— which includes gross sales and search—set the bar for the amount of service customers can hope beyond the actual physical stores. The brand’s current web site style and design is intentionally optimized to increase the mobile user’s working experience, when however making certain an satisfying desktop experience.
Complementing its new identify, Banter by Piercing Pagoda is also launching a new advertising and marketing campaign that will highlight daring, numerous products who epitomize self-expression and delight – a hallmark of the manufacturer. That advertising and marketing campaign is scheduled to debut in supplemental pick out destinations nowadays.