While a whopping 25% of 40-year-old Americans have never been married, an all-time high according to Pew, engagements and weddings are still a huge business. Couples spent an average of $5,800 on an engagement ring in 2022. And with all of the different companies out there vying for your engagement ring dollars, how does a business target couples at the exact right moment when they’re ready to buy a ring? 

Gina Drosos has that moment down to a science. She’s ​​the CEO of Signet Jewelers, the world’s largest diamond retailer. When she took over as CEO six years ago, she made a pivot into data-driven business decisions that studied couples’ 45 “trackable milestones” that lead them to get engaged — and it transformed the company. Listen in to hear her philosophy as a “spider web leader” and what she’s doing to lift up other women as she climbs. 

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