Business Description

PURPOSE & STRATEGY Signet’s Purpose is Inspiring Love , with the mission to enable individuals to “celebrate life and express love”. The Company's new vision, announced in Fiscal 2026, is to “ Create an influential community of distinct jewelry brands, designs, and experiences for every significant milestone, every special moment, every expression of self, every kind of love, every day .” Signet aims to lead innovation and market share in the jewelry category, expanding its market presence and achieving profitable growth by fostering brand loyalty through emotional and engaging customer connections while fully leveraging the benefits of our scale. Signet introduced the Grow Brand Love strategy in Fiscal 2026 in connection with our new vision. This transformative approach focuses on positioning the Company for balanced and sustainable organic growth by building on our strong core foundation to create shareholder value. Grow Brand Love emphasizes style and product innovation, captivating experiences, and brand loyalty while harnessing centralized core capabilities. This strategic framework launched with three imperatives: Shifting from Banners to Brand Mindset ; Growing our Core Business and Expanding to Adjacent Categories ; and Organizational Realignment to Accelerate Strategy Execution . The first year of Grow Brand Love returned the business to growth, a result we look to continue going forward. In Fiscal 2027, those imperatives will evolve into Shaping Distinct and Coveted Brands ; Unlocking Portfolio Value ; and Strengthening our Operating Model . Below is a summary of the goals within each of the three strategic imperatives under Grow Brand Love: Shaping Distinct and Coveted Brands aims to leverage the strong brand recognition of Signet’s businesses, focusing on how brand experience resonates within assortment, product designs and collaborations, and marketing that is expressed distinctly by channel, with the goal of increasing customer consideration. Aligned with our sharpened go-to-market brand strategies, we aim to create a captivating and modern shopping experience for our customers, both in-store and online. The focus will be on reflecting each brand’s identity through new store designs, product innovations, and by leveraging a customer-centric e-commerce redesign for a more curated experience. Additionally, we will further align our real estate footprint to support each brand proposition and modernize stores through capital improvements. We believe the combination of these efforts will build brand equity to drive emotional connections rather than primarily relying on promotion. Unlocking Portfolio Value focuses on leveraging Signet’s strengths in scale and industry expertise, including improving inventory turnover, managing exposure to tariff and commodity price volatility and enhancing pricing architecture in each brand. Targeting consolidated sourcing and pricing efficiencies works to protect and expand margins. Tenured jewelry expertise provides Signet the opportunity to educate customers on the differences between timeless stores of value, such as natural diamonds, as well as industry innovations like lab-grown diamonds (“LGD”). Education builds customer trust and, ultimately, builds brand equity. Strengthening our Operating Model involves cost diligence and accountability across the organization. This includes brand portfolio optimization – both customer facing and within support functions. For example, the transition of the James Allen and Rocksbox brands into proprietary collections within remaining brands, furthering footprint optimization as Signet limits exposure to declining malls, and organizational improvements that drive higher performing teams. We believe that this Grow Brand Love framework has established a foundation for Signet to support sustainable organic growth, as well as create shareholder value and a high-performing organization for the future. 2030 Corporate Sustainability Goals As a company with a Board-level Governance Nominations & Sustainability Committee focused on its corporate sustainability and a Purpose-inspired business strategy, Signet seeks to create business and stakeholder value through the pursuit of sustainable business practices, including the Company’s award-winning open-source Signet Responsible Sourcing Protocol.…