Signet Purchases the Clear Cut to Bolster Its Luxury Brand Story

By Karen Dybis | May 28, 2026

Signet Jewelers today announced it is acquiring diamond jewelry brand the Clear Cut, a move intended to accelerate Signet’s brand repositioning and help it attract more luxury consumers.

The Clear Cut, cofounded by Olivia Landau and her husband, Kyle Simon (pictured), will be integrated into Blue Nile, another diamond specialist owned by Signet, the jewelry giant said. The Clear Cut name will be maintained, at least through integration, though its separate website “eventually will cease to exist,” said Signet.

Joan Hilson, Signet’s chief operating and financial officer, tells JCK that the Clear Cut agreement fits into Signet’s Grow Brand Love strategy as well as its long-term focus on diamond growth. Adding the Clear Cut will further Blue Nile’s luxury repositioning, Hilson says.

“The deal represents a tuck-in investment designed to enhance Signet’s position in high-value natural diamonds alongside Kyle, Olivia, and their team, who are leading innovators in the diamond industry, social commerce, and technology,” Hilson says. Terms of the purchase were not disclosed.

Landau and Simon founded the Clear Cut in 2016. Landau, who’s served as CEO, has grown the brand by sharing her diamond knowledge, including in viral social media posts, and focusing on engagement rings and bridal sets.

Post-closing, Landau will serve as president of the Clear Cut and vice president of Blue Nile, said Signet. Simon will remain COO of the Clear Cut and become vice president of Blue Nile.

Olivia Landau of the Clear Cut — *Olivia Landau*

“Our data continues to show that natural diamonds remain a powerful emotional purchase and represent a compelling growth opportunity within Grow Brand Love,” Hilson says. “This move strengthens our ability to differentiate our brands, deepen consumer trust, and compete more effectively in the natural diamond category.”

Landau and the Clear Cut team bring not only diamond expertise but distinctive ways of connecting with luxury consumers to Signet, says Hilson. She also cites the brand’s white-glove customer approach (the Clear Cut offers a virtual concierge), gemological expertise, and proprietary AI technology. These capabilities will be used to boost Blue Nile’s market position, tailored to customers at the premium end, Hilson says.

“What began nearly a decade ago as an educational platform focused on transparency has grown into a business redefining the diamond-buying experience through personalization, technology, and trust,” Landau tells JCK.

“As a fourth-generation jeweler and GIA Graduate Gemologist, I’ve always believed there was an opportunity to modernize the industry while honoring the craftsmanship and significance of natural diamonds. From the start, Kyle and I built a curated, education-driven concierge experience for today’s consumer,” she says.

“We believe the future of luxury jewelry retail is personalized, digitally enabled, and relationship-driven. Working alongside Blue Nile and Signet would help us scale that vision while continuing to champion transparency, innovation, and the value of natural diamonds,” says Landau.

Signet is now in the second year of its Grow Brand Love effort, which reorganized its brands by “customer families” and sought to boost its three core chains, Jared, Kay, and Zales.

Blue Nile, which was acquired by Signet in 2022, started as a digital-only retailer of luxury jewelry, with a “build your own ring” tool for engagement ring shopping.

Top: Husband-and-wife team Kyle Simon and Olivia Landau cofounded the Clear Cut and just sold it to Signet Jewelers. (Photos courtesy of the Clear Cut)