Jewelry brands

Jewelry brands ranked

Tiffany & Co. is the most popular jewelry brand in the United States, with 47 percent of respondents liking it. Chanel leads in brand awareness, while Claire's and Pandora are the jewelry brands with the highest usage share.
Diamonds are everyone’s best friend. And for everybody who is not into sparkling expensive jewelry, there is most likely a more subtle choice. Jewelry brands offer a wide variety of styles to choose from, which made us curious to find out which brands are the true gold standard for U.S. consumers according to the most relevant brand KPIs.

Insights

Chanel is the most recognized jewelry brand
Tiffany is more popular than Pandora
Claire's has the highest usage share

Brand awareness

Pandora and Tiffany & Co. are not that far apart

At least judging by their brand recognition among U.S. consumers. While their average price tag differs a lot, both jewelry brands have the same brand awareness. They place near the top behind Chanel. The other end of the ranking shows brands like Graff, Chopard, and Monica Vinader, which are currently known by a smaller share of consumers.

Brand popularity

Tiffany & Co. sparkles the brightest

With 47 percent of respondents liking it, Tiffany & Co. is the most popular jewelry brand in the United States, followed by Pandora. Cartier and Dior also enjoy significant affection among consumers who know the respective brand, indicating a preference for brands with a long-standing reputation. More niche brands like Buccellati, Monica Vinader, and Mejuri, while appreciated, need to improve their brand recognition among consumers. Our survey data indicates a relatively balanced distribution of preference, suggesting a highly competitive market.

Brand ownership

Claire's is Americans' best friend

Claire’s is the jewelry brand with the highest ownership share among consumers who know the respective brand. As an affordable brand with thousands of stores across the United States this might not be surprising. In general, jewelry brands with a wider range of price tags find their way to more consumers. Exclusive luxury or premium brands with average prices in the four-digit area are reaching a far smaller share of consumers. Leading to brands like Harry Winston, Helzberg Diamonds, or Bulgari finding themselves in the lower half of the ownership ranking.

Published December 19, 2023

Brand KPI deep dive