The brand was a marketing failure once the test results proved to be disappointing with poor sales (less than 0.2 market share) and Philip Morris stopped producing them in late 1989
The shares, which have more than halved since 2017, fell by almost 5% in morning trading as the City was disappointed by the profit performance
"By joining Signet, we will extend our premium brand and fine jewellery offering to millions of new customers while bringing new capabilities to our leading e-commerce business that will drive additional growth opportunities for Blue Nile. Signet owns more than 2,800 stores including Kay Jewelers, Zales, Jared, Diamonds Direct, JamesAllen.com, Rocksbox, Peoples Jewellers, H.Samuel, Ernest Jones, and Sterling Jewelers
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