Piercing Pagoda, the fine jewelry and piercing retailer announced it’s ushering in a new chapter in its 50-year evolution with the testing and introduction of a new master brand name, Banter by Piercing Pagoda. This new name reflects the personal relationship the retailer has with both its new and long-held customers, its innovative customer experiences and omnichannel growth strategy. Banter by Piercing Pagoda has plans to roll out the name to its more than 500 U.S. locations, digital and social media channels. Already, one-fifth of existing locations are testing the new Banter by Piercing Pagoda name in cities including New York, Chicago, Los Angeles, and Seattle.
“Our new Banter by Piercing Pagoda name is full of energy, invoking the excitement of playful conversation, like the adrenaline of a new piercing or piece of jewelry. Our customers are fiercely individual, creative people who inspire us to reject labels and celebrate our unique identities each day.” said Kecia Caffie, President, Banter by Piercing Pagoda. “Guided by our Inspiring Brilliance strategy, our passionate team draws inspiration directly from our customers to continually evolve our product offerings and our connected commerce experiences so that we’re there for them whenever, wherever and however they choose to shop with us.”
Known by its distinctive gold-script capital letter “B,” Banter by Piercing Pagoda aims to empower more customers to express themselves with chains, charms, necklaces, and earrings that are gender neutral – and safely offers piercing services for their face, nose, and ears. Banter by Piercing Pagoda combines stylish designs and approachable service at affordable price points with tech-enabled stores and warm, modern service.
Banter by Piercing Pagoda is part of Signet Jewelers, the world’s largest retailer of diamond jewelry. Within the Signet portfolio, which features nine jewelry retail brands with distinct value propositions, Banter by Piercing Pagoda caters to the tech-savvy Gen Z and millennial customer, who is passionate about jewelry and fashion – and lets their style tell their story. They take inspiration directly from its customers to evolve product offerings, underscoring the company’s consumer-inspired strategy based on data-driven insights. In recent years, Piercing Pagoda has grown its market share.
Over the last three years, under Signet’s Path to Brilliance growth strategy, Banter by Piercing Pagoda accelerated its transformation and continues to drive forward momentum. The brand had its strongest quarter ever in Q1 FY22 and in FY21 completed its sixth consecutive year of positive same-store sales growth amid stable merchandise margins. This year alone, Banter by Piercing Pagoda has more than 135 stores on track to deliver one million dollars in sales, with plans to open up to 100 additional locations in FY22 in regional malls, where data-driven analyses show opportunity. Among these new locations will be new inline store formats that provide customers with an even more enhanced shopping experience. The store layout will include a lounge designated for piercing, offering a more comfortable, private piercing experience and smart mirrors to virtually try on product in select locations.
