Signet to Rename Its Piercing Pagoda Brand

RAPAPORT... Signet Jewelers will rebrand its Piercing Pagoda banner in an effort to connect with a larger customer base and highlight its innovations.The company chose the name Banter by Piercing Pagoda to reflect its relationship with both new and long-standing customers, it said Monday. Signet is already testing the new name in New York, Chicago, Los Angeles and Seattle. The jeweler plans to roll it out shortly at all its locations across the US, which number more than 500. "Our new...name is full of energy, invoking the excitement of playful conversation, like the adrenaline of a new piercing or piece of jewelry," said Kecia Caffie, president of Banter by Piercing Pagoda. "Our customers are fiercely individual, creative people who inspire us to reject labels and celebrate our unique identities each day." Under its Path to Brilliance strategy - a three-year turnaround plan - Signet has been aiming to differentiate its various banners, which include Jared, Kay, Zales and James Allen. Banter's audience comprises primarily millennial and Gen Z consumers, the jeweler noted. The newly designed brand will carry gender-neutral chains, charms, necklaces and earrings. It will also offer piercing services for the face, nose and ears, which will take place in a dedicated lounge area. Banter customers will have the option to participate in virtual styling sessions. Meanwhile, Signet has launched a new marketing campaign for Banter, which will spotlight "bold, diverse models who epitomize self-expression and pride," it said. The jeweler expects to launch 100 Banter locations in 2022, it added.Image: A Banter by Piercing Pagoda kiosk. (Signet Jewelers)