Alex and Ani Going to Jared

Jared will test charm brand Alex and Ani in 108 of its stores beginning in mid-September, Signet CEO Mark Light announced on an Aug. 27 call following the release of its financial results.

Jared also carries another leading charm brand, Pandora.

Alex and Ani is “a leading-edge trend-right fashion collection that is very popular with the millennials and a natural traffic driver,” Light said, according to a SeekingAlpha transcript.

It won’t be carrying any exclusive lines yet, Light said, adding that Jared is still testing the brand.

“108 stores out of our Jared portfolio of roughly 250 stores is a pretty healthy test for us, and we feel pretty good about Alex and Ani,” he said. “We’re looking forward to seeing some new millennial customers walking in our door, looking for this fashionable product that’s something we really haven’t offered in the past.” 

Other announcements on the call:

– Jared is also testing new product in 60 stores: the Chosen Diamond, which “provides documentation from rough to finished, polished diamond, so customers know the steps of their own diamond’s journey,” Light said. 

– Kay will offer Star Wars jewelry and beads this holiday.

– Kay is also offering Miracle Links, which Light called a “pendant for new moms, symbolizing the birth of a new child.” 

– Jared’s outlet concept Jared Vault has done well, he added, but it is too early to draw conclusions about its two new Jared concepts: the mall-based Jared Jewelry Boutiques and Le Vian by Jared.

JCK News Director