By and  on February 8, 2007

The red carpet is intended to boost a luxury brand's image, but there are other ways to raise a profile, including store and brand expansion, compelling marketing and adorning models with collection pieces. So which jewelry brands rank highest when it comes to luxury consumer awareness? In January, the New York-based Luxury Institute released a study on which luxury jewelry brands were most familiar. The institute surveyed more than 500 respondents, ages 30 and above, with a household net worth of $5 million or higher. Below, the top 12 brands and what wealthy consumers think of them.

TIFFANY

Luxury consumers who are familiar with this brand: 80.2 percent
"It's amazing how resilient this brand is," said Milton Pedraza, chief executive officer of the Luxury Institute. "Tiffany delivers great value to wealthy consumers, and it consistently ranks highly in terms of uniqueness and exclusivity, even though it's considered more of a ubiquitous brand." The latest news for Tiffany & Co.: a new store opening on Wall Street in the fall. Speaking of Wall Street, the stock is up 12 percent in the last year. Michael J. Kowalski, chairman and ceo, said of the holiday period, "We saw healthy sales increases in categories ranging from diamonds to silver jewelry."

CARTIER
77 percent

At the Golden Globe Awards in January, Sienna Miller wore diamond chandelier earrings from Cartier. Cameron Diaz was adorned in more than $150,000 worth of rings alone at the People's Choice Awards last month, according to people.com: five large cocktail rings, along with two bracelets (valued at close to $80,000), which works out to an estimated total of $230,000 in Cartier diamonds. The Paris-based jeweler recently reopened its store in Short Hills mall in New Jersey, an event that was quite the to-do when Mandy Moore stopped by to cohost the holiday celebration.

DE BEERS
60.5 percent

Famous for the slogan, "A Diamond Is Forever," De Beers, the world's preeminent diamond-mining company, was established in 1888. The company, now as a brand, has picked up some impressive endorsements on the red carpet, including one from Scarlett Johansson. The actress wore a 30-carat diamond cluster necklace to the Oscars in 2004. Joely Richardson also appeared in De Beers diamonds for the 2003 BAFTA Awards in London. One study respondent noted, "De Beers has the best quality and is consistent and knowledgeable with its diamonds."

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