Signet Requiring All Its Customers to Wear Masks

Signet Jewelers, the nation’s largest jewelry chain, is now requiring all customers at its stores to wear masks before they enter its stores, it announced today.

It had previously required all its employees to wear face masks, but not customers. The stores will make disposable face masks available for customers at the door. It’s also offering employees face shields if they want an additional layer of protection.

The requirement is part of “Love Takes Care,” a new protocol of rules for reopening that Signet developed with the Cleveland Clinic, which it says “follow or exceed” guidance from the Centers for Disease Control and Prevention.

The company says that, right now, 95% of its approximately 3,000 stores, which include the Kay, Zales, Jared, and Piercing Pagoda chains, are open in some form—including some that are open for Signet team members and curbside pickup, but not for in-store shopping.

Among the new protocols:

– The reopened stores will receive in-depth multiple cleanings daily. Additional surfaces, such as jewelry tools and machinery, will be sanitized regularly.

– Each time a customer is offered a ring, a necklace, an earring, or another piece of jewelry to try on, an employee first cleans it with alcohol wipes before handing it over. It’s wiped again once they are done.

– The stores have new procedures for ear piercing, which Signet had started offering at Kay stores prior to COVID-19.  Customers must undergo a health assessment and temperature check before a piercing. In addition, employees are required to wear a face shield while piercing, as well as a mask. Signet has also added cleaning measures throughout the process. Appointments are now spaced 30 minutes apart.

– Store employees undergo mandatory training to carry out safety and health measures including sanitizing surfaces frequently. They also are trained to advise customers on safety rules and guidelines.

– Staff must undergo a symptom screening and a temperature check before each shift.


Signet is also expanding its virtual appointment program. Since the pandemic started, Signet’s brands have connected with more than 53 million customers via chat, social media, phone, and email, and held more than 270,000 virtual appointments.

All stores now offer a Curbside Concierge option for people picking up items from a store. The customer can schedule Curbside Concierge appointments by phone or online, and at that time they will receive a secret password to complete the transaction securely. At the time of publication, Signet has scheduled more than 31,000 Curbside Concierge pickups.

(Image courtesy of Signet Jewelers)

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JCK News Director

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