Signet Jewelers said its rapidly growing, affordable fine jewellery and piercing retailer, Piercing Pagoda®, is 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®.”
The company said the 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 US 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.
Kecia Caffie, President, Banter by Piercing Pagoda, said, “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 jewellery. Our customers are fiercely individual, creative people who inspire us to reject labels and celebrate our unique identities each day.
“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.” 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 $1 million in sales, with plans to open up to 100 additional locations in FY22 in regional malls, where data-driven analyses show opportunity.