Signet

Jewellery giant Signet, owner of H. Samuel and Ernest Jones, wanted to continue invest in its UK store portfolio as part of a strategy to improve still further the client experience of visiting the UK's premier jewellery store chain.

As part of this investment, Signet launched a project to refurbish or relocate 23 stores in the UK many of which were its premium Ernest Jones stores.

To ensure that its high standards of store design and the associated customer satisfaction were maintained, the Signet Group commissioned Sheffield-based company Birley Manufacturing to design, manufacture and install new display units at both H Samuel and Ernest Jones stores.

The new design resulted in a freestanding system, which fitted easily to the walls of the stores, and were equally easily removed if the store was to relocate. The display units featured a unique steel structure that could be fitted quickly and easily, meaning shorter store closures during refurbishment.

The end result has helped cement Signet's reputation as a leading force in high street jewellery retailing.