Signet Jewelers Ltd is a retailer of diamond jewelry. Its merchandise mix includes bridal, fashion, watches and others. The bridal category includes engagement, wedding and anniversary purchases. Its segments are the Sterling Jewelers division, the Zale division, and the UK Jewelry division. The Sterling Jewelers division consists of the stores which operate in malls and off-mall locations as Kay and Jared. The division also operates mall-based regional brands and the JamesAllen.com website. The Zale division consists of the two reportable segment, Zale Jewelry, and Piercing Pagoda. The UK Jewelry division consists of the stores operating as H.Samuel and Ernest Jones. It has business operations in the US and other countries and derives key revenue from the Sterling Jewelers division.