• by Sarah Mahoney , Staff Writer @mahoney_sarah, February 14, 2024

Jared, the jewelry chain owned by Signet, is paying homage to a different kind of love this month, helping NFL quarterback Jared Goff honor his Detroit Lions teammates.

Goff helped lead the Lions to the team’s first playoff win in 32 years. And while it is customary for NFL quarterbacks to buy pricey gifts for their offensive line on their own, the jeweler pitched in to help. The company is gifting the eight-man O-line with $11,500 Breitling watches. Goff signed the inside lid of each gift box.

Jared says the move marks its official kickoff of a partnership with Goff, who was often greeted by fans waving homemade “He Went to Jared” signs from the stands.

“I  went to Jared,” Goff said in a post showing off the gifts on his Instagram account. “Gotta take care of the guys up front for always watching out for me all season.”

"Partnering with Jared Goff is a relationship rooted in something more profound than a clever name play,” says Claudia Cividino, president of Jared, in the announcement. “It's built on the values that drive us both – earnestness, a sense of caring, authenticity, and humility.  It is our pleasure to partner with Jared Goff to celebrate the historic season he helped deliver for Detroit and its fans.”

The company did not respond to an email request for more information about its Goff partnership.

QBs, typically the best-paid players, often hand out gifts to teammates who help them get it done all season. Patrick Mahomes, who just won the Super Bowl for the Kansas City Chiefs, and Trevor Lawrence, Jacksonville Jaguars, have recently given out custom-made golf carts. Derek Karr of the New Orleans Saints is said to favor Rolexes and diamond chains.

While Jared the QB has it made, reportedly earning $27.3 million through the 2024 season, Jared the Jeweler could use a pep squad.

Signet, the parent company, is still working through a sales slump, which it chalks up to weaker consumer demand and a post-pandemic slump in engagement rings.

In its most recent quarterly results, Signet’s sales fell 12.1% to $1.39 billion, with comparable store sales slipping 11.8%. The decline is worst in North America, with same-store sales decreasing 12.4%.

Operating income tumbled to $13.3 million, compared to $48.4 million in the comparable period of 2022.