some brands own products. the great ones own human truths.

Coca-Cola owns friendship.

Nike owns personal achievement.

McDonald’s owns everyday comfort.

For the world’s largest diamond jewelry retailer, there was only one territory that made sense to own: love.

I created and launched Inspiring Love, Signet Jewelers’ first global purpose—rooted in the belief that if any company has the right to credibly claim love, it’s the one that has been marking life’s most meaningful moments for generations. The work transformed love from a category cliché into a strategic anchor—aligning culture, brand, and leadership at global scale.

Signet didn’t need another tagline, it needed a north star.

so i created the compass to guide them there.

Inspiring Love wasn’t created as a campaign. It was built and codified as an operating system. A purpose that could guide how 26,000 employees show up to work; how leadership communicates; and how the brand stakes a rightful claim to an idea and begins to earn real credibility with customers, communities, and investors.

wHEN VALUES STOP POINTING INWARD, AND START GUIDING FORWARD. i rewrote signet’s values so each had the “true North” compass pointing stakeholders in the right direction.

I reimagined the company’s values as a North Star—a clear, directional system designed to guide decisions, behaviors, and priorities across a global organization. Under Inspiring Love, values stopped being abstract ideals and became compass points: Integrity, Innovation, Inclusiveness, Investment, and Introduction—each one actionable, measurable, and tied to how the business shows up in the world.

The shift wasn’t cosmetic. It gave 26,000+ team members a shared sense of direction and gave leadership a consistent lens for growth, culture, and accountability.

Purpose didn’t just describe who Signet is.
It clarified where it’s going.

Owned From the Inside Out

Inspiring Love wasn’t rolled out—it was taken in. Employees across Signet embraced the ethos in their own way, translating purpose into how they lead, collaborate, and care for customers. When a belief system is real, people don’t repeat it back—they live it.Owned From the Inside Out

A Purpose, Spoken Back

Inspiring Love became real the moment employees made it their own. These are their interpretations—unfiltered, unscripted, and grounded in how love shows up in the work..

Proof It Worked

Inspiring Love didn’t just resonate—it delivered. The purpose helped fuel a cultural transformation recognized with five consecutive Great Place to Work® certifications and #12 on Fortune’s “Best Workplaces in Retail”.

Clear, third-party validation that the work connected where it mattered most: inside the company.

Purpose, Reflected in Performance

You can’t spreadsheet belief—but you can see its effects.

Following the launch of Inspiring Love, Signet entered a period of renewed momentum, signaling how aligned culture and clear purpose can support growth, trust, and investor confidence. The stock soared from $9 to $108 in a 24-month span.