Signet Jewelers, owner of Zales and Kay Jewelers, has combated declining sales by overhauling its marketing strategy and courting younger shoppers, said Jamie Singleton, president and head of marketing. Efforts such as gleaning data to launch new collections, eliminating costly linear TV ads and focusing on digital channels and social media appear to be paying off, with e-commerce sales up 110% and brick-and-mortar same store sales up 106% for the first quarter compared with the same period in 2020.

The pandemic-fueled shift to online shopping is likely here to stay, Signet Jewelers CEO Gina Drosos said. Signet, the parent of retailers including Zales and Kay Jewelers, reported a 110% jump in e-commerce revenue in the quarter ending May 1 from the same period last year, and e-commerce has become a key investment focus, Drosos said.

Signet Jewelers is offering facial piercings at its Piercing Pagoda kiosks in malls and company officials believe it will attract customers to malls. Shopping centers are family friendly and give the company an advantage, according to Barry Gresky, Piercing Pagoda's vice president of operations, administration and piercing services.

Personal shopping services have long been seen as something for the very affluent, but luxury retailers have been working to change that and the pandemic has helped drive more consumers to in-store and virtual shopping services. Neiman Marcus will expand its personal shopper ranks from 65 to 200, Signet Jewelers offers a video chat option and Saks Fifth Avenue's personal stylists have largely gone virtual.