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Signet CEO Gina Drosos on how she plans to 'crack the code' of online jewelry sales at brands like Zales and Jared

Signet CEO Gina Drosos on how she plans to 'crack the code' of online jewelry sales at brands like Zales and Jared

Jewelry retailers have been relatively slow to embrace e-commerce.
Craig F. Walker/The Boston Globe via Getty Images




The jewelry category has been "quite behind in developing e-commerce," Gina Drosos, CEO of Signet Jewelers, said in an interview with Business Insider.




Signet is in the midst of a multi-year turnaround plan, a large part of which includes improving its digital capabilities.




Those plans have been accelerated due to the disruptions of the COVID-19 pandemic.




Visit Business Insider's homepage for more stories.


When people are looking to make a big jewelry purchase a?? say, an engagement ring a?? often they'll take a trip to a store to see the options in person. But as the COVID-19 pandemic continues to spread across the US, many would-be jewelry buyers might not be so comfortable going into stores. Because of this, jewelry retailers like those operated by Signet Jewelers are pivoting. "The jewelry category was quite behind in developing e-commerce," Gina Drosos, CEO of Signet, said to Business Insider. "Only about 15% of category sales were e-commerce."
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