Kay is the largest specialty retail jewelry store brand in the US based on sales. Kay targets middle market customers in the US who are considered style seekers and gifters. Style seekers are customers who seek to express their personal style through affordable and tasteful jewelry from acknowledged designers and brands. Gifters are customers who need assistance with selecting the perfect piece of jewelry as a gift. Kay accounted for 40% of Signet’s sales in Fiscal 2017 and operated 1,192 stores in 50 states as of January 28, 2017.