Signet Group jewellers open pop-up stores for Valentines

Jewellers Ernest Jones and H.Samuel, both part of the Signet Group, are opening up temporary popup stores in National Rail stations in a bid to capitalise on the Valentine’s Day market.

Signet Group

The brands have appointed marketing agency Haygarth to help them gain custom during what is traditionally one of the busiest times of the year for jewellers

The H.Samuel “Little Store of Love” and the Ernest Jones “Love Boutique” have been created to make the busy romantic season easy for customers by focusing on men’s shopping requirements for “convenient, last minute, helpful and speedy service.”

H. Samuel’s “Little Store of Love” will be situated at Waterloo station with staff gift finders available to help guide shoppers and enhance the brand experience.

“The Love Boutique” will represent the Ernest Jones brand at Paddington station, aiming to replicate a style bar to entice shoppers.

The ranges in each store have been selected to represent gifts for each stage of a relationship. In H.Samuel the collection spans from affordable treats for new couples to the investment of bead bracelet gifts.

Ernest Jones offers accessible luxury items from classic diamond pendants to gorgeous silver and gold gift sets for long-term relationships.

Jeff Jones, Signet head of brands, says: “Valentine’s gifts are traditionally bought at the very last minute, but still retain their importance. This year we want to help men get it right by bringing our stores to them whilst commuting to work or on their way home. We are delighted with the formats that Haygarth has developed with us. The popup stores are fun and colourful – we hope we make things easier for men and that women will come and browse and drop hints to their other halves.”

Sophie Daranyi, Haygarth CEO, adds: “There are so many brands fighting for their share of voice in the lead up to Valentine’s Day. This brand building activity will help create stand out and Valentine’s Day ownership for Signet whilst making it easier for customers to make an important gift purchase.”


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