Signet acquires The Clear Cut, folds natural diamond brand into Blue Nile

Signet said it would acquire The Clear Cut and fold the New York-based natural-diamond brand into Blue Nile, a move that will eventually end The Clear Cut’s stand-alone website and push its founder-led service model into a much larger retail platform. The financial terms were not disclosed, but Signet framed the deal as part of its effort to deepen consumer trust and strengthen Blue Nile’s luxury positioning.

The Clear Cut was cofounded in 2016 by Olivia Landau and her husband, Kyle Simon, and built its name around bespoke bridal and fine jewelry, personalized service, virtual concierge support, gemological expertise and proprietary technology. Landau, a fourth-generation diamond expert and GIA graduate gemologist, started the business as an educational blog before turning it into a direct-to-consumer diamond brand, a path that gave the company a clearer point of view than most online jewelers.

After the deal closes, Landau will become president of The Clear Cut and vice president of Blue Nile, while Simon will remain chief operating officer of The Clear Cut and take on a vice president role at Blue Nile. Signet’s chief operating and financial officer, Joan Hilson, tied the purchase to the company’s Grow Brand Love strategy and said it was meant to make Blue Nile more competitive in the natural-diamond category. Blue Nile is expected to be relaunched later in 2026.

The acquisition builds on Signet’s 2022 purchase of Blue Nile for $360 million in cash. At the time, Signet said Blue Nile had delivered more than $500 million in revenue in calendar year 2021 and brought in a younger, more affluent and more ethnically diverse customer base. That makes Blue Nile a useful shell for Signet’s latest luxury reset, especially as industry coverage put about 39% of Blue Nile’s bridal sales in 2025 above $10,000.

The Clear Cut brings more than a founder story. Olivia Landau has said the company’s sales rose 20% year over year in 2025, and Forbes reported nearly $100 million in lifetime revenue. Folding that kind of educational, natural-diamond voice into Blue Nile gives Signet a chance to reshape not just merchandising, but the language of luxury itself, shifting the brand toward a more intimate, trust-driven experience for shoppers making a major bridal purchase.