FAIR VALUE MEASUREMENTS (Details 2) (USD $)	6 Months Ended				9 Months Ended
	Jan. 31, 2014	Apr. 30, 2014	Jul. 31, 2013	Apr. 30, 2013	Apr. 30, 2014 Level 3	Apr. 30, 2014 Level 3 Minimum	Apr. 30, 2014 Level 3 Maximum	Jan. 31, 2014 Peoples Jewellers	Jan. 31, 2014 Peoples Jewellers Minimum	Jan. 31, 2014 Piercing Pagoda	Jan. 31, 2014 Piercing Pagoda Minimum
FAIR VALUE MEASUREMENTS
Impairment of goodwill	$ 0
GOODWILL
Goodwill		$ 93,621,000	$ 98,372,000	$ 99,975,000				$ 74,200,000		$ 19,400,000
Percentage of excess of fair value of goodwill over carrying value, to be considered for potential impairment									30.00%		41.00%
Cash flow projection period used as an input in calculating fair value of goodwill					5 years
Terminal year growth rates used as an input in calculating fair value of goodwill (as a percent)					2.00%
Discount rates based on a weighted average cost of capital used as an input in calculating fair value of goodwill (as a percent)						14.00%	15.50%