Signet to Shut James Allen, Rocksbox Sites

By Rob Bates | March 19, 2026

Signet said today that it is ending James Allen’s days as a stand-alone retail website, less than nine years after purchasing it for more than $300 million.

The company will keep using the James Allen name as a proprietary collection within Blue Nile.

In addition, Signet announced that Rocksbox, the former jewelry rental company it acquired in 2021, will now operate solely as a proprietary collection within Kay Jewelers.

On a conference call following the release of Signet’s fourth-quarter financial results, chief operating and financial officer Joan Hilson told analysts that the company had been supporting “eight distinct independent businesses.”

It will now have four “core brands”—Kay, Zales, Jared, and e-tailer Blue Nile, which is a new addition to Signet’s core brand list.

The company plans to make Blue Nile “an elevated luxury” brand, that’s “anchored in the enduring value of natural diamonds,” Hilson said.

While James Allen will be integrated into Blue Nile, Hilson said that other brands will use its “custom capabilities and technology.”

Hilson also announced that Signet plans to close around 100 stores. And she said the company will continue to “evaluate the long-term role of Banter,” the kiosk brand formerly known as Piercing Pagoda.

Signet CEO J.K. Symancyk said on the call that lab-grown fashion sales continue to show strong growth.

“Diamonds are less penetrated in the fashion category,” he said. “We have talked about the center-stone-based diamond and engagement business. In fashion, there’s not a lot of center stone presence, period, let alone diamond. The opportunity for growth there we continue to see as outsized relative to the rest of diamond jewelry. And it’s because it’s stretching a category.”

Symancyk added: “We have gotten to the point where we see a distinct market for both [natural and lab-grown diamonds]…. We see them as distinct value propositions for customers that [can] even overlap with the same customer, depending on use case.”

Lab-grown is “under 50% for [Signet’s total bridal sales]. When you look at lab-grown fashion [sales], it actually grew to just north of 20%,” Symancyk said.

Signet delivered generally good financial results for the fourth quarter (ended Jan. 31), with revenue coming in at $2.3 billion, and comps falling 0.7%. “Excluding JamesAllen.com and the net impact of weather,” comps grew 1%, Hilson said.

Sales for the fiscal year totaled $6.81 billion, a 1.3% comp increase from the prior year, with Kay, Jared, and Zales rising 3%. This is the first time since 2022 that Signet has posted positive comps for the year.

Operating income for the quarter was $318.3 million, up from $152.6 million during that period the previous year. Free cash flow for the fiscal year was $525 million, up 20% from the prior year.

(Photo courtesy of Signet Jewelers)