Consumers Consider Tiffany Top Jeweler, Survey Says

By Rob Bates | October 24, 2025

When consumers were asked their jeweler of choice, Tiffany & Co. was the “clear leader,” according to a new 9,000-person survey by consulting firm AlixPartners.

Over one-third of respondents ranked Tiffany tops on such criteria as accessibility, product, and experience. However, not all age groups viewed the House of the Blue Box equally.

Tiffany was the No. 1 choice among Gen Xers and millennials, but Gen Z respondents listed it second, putting Cartier first. Among baby boomers, Tiffany came in a surprising fourth; the Woodstock generation showed a marked preference for Signet-owned brands, ranking Kay, Zales, and Jared first, second, and fifth, respectively.

Tiffany and Cartier were the sole jewelers listed by every generational cohort, while David Yurman and Swarovski were cited by all except the boomers.

*Generational jewelry choices (Chart courtesy of AlixPartners)*

Among the survey’s other industry-related findings:

– Jewelry sales grew about 5% in 2024, but Alix forecasts “softer demand in 2025 as economic uncertainty curbs discretionary spend.”

– Respondents said “service” was the most important thing they look for in a jeweler (it came in third in last year’s poll). After service, consumers said they weighed accessibility, product, experience, and price.

– Consumers still prefer to buy jewelry at a brick-and-mortar location, with nearly half saying that shopping at a physical store was “essential.”

The full AlixPartners 2025 Consumer Sentiment Index can be seen here.

(Top photo courtesy of Tiffany & Co.)