Signet is doing more than reaching new customers with new technology; it is redefining the industry model, with the help of Go Instore.


Signet set out to become a digital-first retailer, leaving behind an old-school sales experience, that only reached a handful of customers from behind the counter.

With Go Instore, Signet brought their business into the future and is defining new standards for the entire industry.


In response to the forced store closures and decline in footfall to stores, their ‘Path to Brilliance’ digital transformation strategy accelerated.

At the height of the pandemic, Signet deployed Go Instore on every website within their entire brand portfolio, including Kay Jewelers, Zales, and Sterling in the US and Ernest Jones in the UK. Customers can now instantly connect with their trusted, locally-based jewellery consultant via an instant “Live Advice” virtual connection powered by Go Instore.
This strategy proved highly successful. In spite of the decline in retail industry – online sales increased by 72.1% in Q3 2020.

“Virtual consultations will become mainstays, even after the pandemic comes to an end. Go Instore has forever changed the way employees work, with associates helping customers make meaningful jewellery purchases both in-store and online.”

Gina Drosos, Signet CEO

300,000 calls in just 5 months

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