New store concepts designed to bring the jewellers up to date and improve the shopping experience will roll out for both brands before the end of the year.
It will also introduce a new brand proposition for the Ernest Jones business which will inform all brand activity.
A nee strapline, “For Love and Life”, is intended to communicate the emotional reasons behind the purchases.
Ernest Jones will focus more on prestige brands and extending its collaborations with designers such as Amanda Wakeley to push the high-end brand proposition while Signet will more clearly communicate H.Samuel’s broad appeal under the “Helps you say it better” positioning.
Marketing director Colin Wagstaffe says Signet is looking to gain share in the jewellery market through “more explicit positions of brands” and creating a more “fun and special” store experience.
The plans follow the restructure of Signet’s marketing team earlier this year when it created “brand-specific” teams to focus on individual brands.
The group also owns the Leslie Davis retail brand.