Some thoughts about where the jewelry business stands now that Signet and Zale are tying the knot: It could be harder for competitors to get their names out. Every Christmas and Valentine’s Day, Signet runs a huge amount of commercials for Kay and Jared. Zale’s also airs plenty of ads but not as many as Signet. Now, Zale’s could have the same ad budget as Signet’s other brands. And with Kay, Jared, and Zale’s flooding the airwaves every holiday, that presents a challenge for other jewelers…
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Source: JCK Online Cutting Remarks – Diamond Industry News – Rob Bates