Wealthy U.S. shoppers with a minimum $5 million net worth and income of at least $200,000 per year rank Graff Diamonds highest among 22 luxury jewelers in the Luxury Brand Status Index survey.
Graff received an LBSI score of 7.98 out of 10, including evaluations in products and customer service. Survey participants reported average income of $682,000 and average net worth of $14.6 million.
While Graff is ranked the highest based on LBSI ratings, Tiffany & Co. is the most popular luxury jewelry brand. Thirteen percent of wealthy shoppers made a purchase at Tiffany’s this year, while only 1 percent of pentamillioniares have bought jewelry at Graff within the last 12 months. Three percent have shopped at Asprey and 4 percent have bought items at Mikimoto.
“Quality in craftsmanship and materials are primary considerations for any luxury goods brand, but especially so in jewelry,” Milton Pedraza, CEO of the Luxury Institute, said in a statement. “The top-ranked jewelers also pay attention to delivering an outstanding customer experience to create true brand value and a competitive advantage.”