DALLAS — Signet Jewelers Ltd. is renaming its Piercing Pagoda brand.
The brand will be known as “Banter by Piercing Pagoda.”
Signet stated in a press release that it’s “testing” the name, which will roll out to more than 500 U.S. locations and digital and social media channels. At present, about one-fifth of the brand’s locations are testing the name.
The name is meant to invoke “the excitement of playful conversation, like the adrenaline of a new piercing or piece of jewelry,” said Kecia Caffie, president of the brand.
Signet plans to open up to 100 Banter by Piercing Pagoda locations in fiscal 2022 in regional malls.
Other Signet brands include Kay Jewelers, Zales, Jared, H. Samuel, Ernest Jones, Peoples and JamesAllen.com and the jewelry subscription service Rocksbox.
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Read the full press release:
Piercing Pagoda, the rapidly growing, affordable fine jewelry and piercing retailer, today announced it’s ushering in a bold new chapter in its 50-year evolution with the testing and introduction of a new master brand name, “Banter™ by Piercing Pagoda®.” This new name reflects the personal relationship the retailer has with both its new and long-held customers, its innovative customer experiences and omnichannel growth strategy. “Banter™ by Piercing Pagoda®” has plans to roll out the name to its more than 500 U.S. locations, digital and social media channels. Already, one-fifth of existing locations are testing the new Banter by Piercing Pagoda name in cities including New York, Chicago, Los Angeles, and Seattle.“Our new Banter by Piercing Pagoda name is full of energy, invoking the excitement of playful conversation, like the adrenaline of a new piercing or piece of jewelry. Our customers are fiercely individual, creative people who inspire us to reject labels and celebrate our unique identities each day.” said Kecia Caffie, President, Banter by Piercing Pagoda. “Guided by our Inspiring Brilliance strategy, our passionate team draws inspiration directly from our customers to continually evolve our product offerings and our connected commerce experiences so that we’re there for them whenever, wherever and however they choose to shop with us.”
Known by its distinctive gold-script capital letter “B,” Banter by Piercing Pagoda aims to empower more customers to express themselves with chains, charms, necklaces, and earrings that are gender neutral – and safely offers piercing services for their face, nose, and ears. Banter by Piercing Pagoda combines stylish designs and approachable service at affordable price points with tech-enabled stores and warm, modern service.
Banter by Piercing Pagoda is part of Signet Jewelers, the world’s largest retailer of diamond jewelry. Within the Signet portfolio, which features nine jewelry retail brands with distinct value propositions, Banter by Piercing Pagoda caters to the tech-savvy Gen Z and millennial customer, who is passionate about jewelry and fashion – and lets their style tell their story. Banter by Piercing Pagoda takes inspiration directly from its customers to evolve product offerings, underscoring the company’s consumer-inspired strategy based on data-driven insights. In recent years, Piercing Pagoda has significantly grown its market share.
Over the last three years, under Signet’s Path to Brilliance growth strategy, Banter by Piercing Pagoda accelerated its transformation and continues to drive forward momentum. The brand had its strongest quarter ever in Q1 FY22 and in FY21 completed its sixth consecutive year of positive same-store sales growth amid stable merchandise margins. This year alone, Banter by Piercing Pagoda has more than 135 stores on track to deliver one million dollars in sales, with plans to open up to 100 additional locations in FY22 in regional malls, where data-driven analyses show opportunity. Among these new locations will be new inline store formats that provide customers with an even more enhanced shopping experience. The store layout will include a lounge designated for piercing, offering a more comfortable, private piercing experience and smart mirrors to virtually try on product in select locations.
New and Enhanced Products and Services
Banter by Piercing Pagoda will also continue to roll out its newest service – nose and facial piercings – across the US, addressing rising consumer demand during the pandemic. Banter by Piercing Pagoda prides itself on offering safe piercing services and has strictly followed COVID-related health and safety protocols issued by the CDC and other health organizations. The brand also offers virtual piercing follow-up appointments and virtual styling sessions.
Banter by Piercing Pagoda is also redoubling efforts to provide customers an inspiring mobile experience as part of a connected commerce strategy. In FY21, Piercing Pagoda delivered approximately 140% year-over-year eCommerce growth, with mobile phones playing a critical role. In addition, enhanced virtual capabilities— including sales and search—set the bar for the level of service customers can expect beyond the physical stores. The brand’s updated website design is intentionally optimized to augment the mobile user’s experience, while still ensuring an enjoyable desktop experience.
Complementing its new name, Banter by Piercing Pagoda is also launching a new marketing campaign that will spotlight bold, diverse models who epitomize self-expression and pride – a hallmark of the brand. That marketing campaign is scheduled to debut in additional select locations today.
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