Signet Now Selling Lab-Created Diamonds at All U.S. Banners

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 comparison chart
Kay Jewelers’ chart comparing natural diamonds with lab-created

“At Zales, our goal is to help our customers determine the best diamond to meet their needs, whether it’s natural or lab-created,” reads copy on the Zales site. “We believe that diamonds are right for everyone, but everyone may have a different idea as to which diamond is right for them.”

Zales currently lists two dozen man-made diamond pieces, ranging in price from under $1,000 to around $7,500.

A ½ ct. t.w. pair of F SI2 diamond studs set in 14k gold costs $750, only a little more than the $600 it would cost to purchase the same pair from Lightbox (which uses 10k gold and doesn’t grade its diamonds). Other items, particularly those over 1 ct., far exceed Lightbox prices.

In May, James Allen, the e-tailer that Signet purchased in 2017, became the first Signet-owned brand to offer lab-grown diamonds.

Top: Stud earrings with 1 ct. t.w. lab-created diamonds in 14k white gold, Zales (images courtesy of Signet Jewelers)

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JCK News Director