Signet: Sparkly Rocks & Mild Regret

I’ve spent my career staring at spreadsheets, trying to predict the unpredictable. And honestly, this feels less like prediction and more like observing a slow, sparkly pivot. These lab-grown stones have higher margins, lower price points, and, crucially, are attracting customers who wouldn’t normally darken the door of a Kay or Zales. It’s the same impulse that drives people to buy expensive artisanal coffee; a little self-indulgence disguised as practicality.







