Familiarity With Jewelry Brands

In 1999, JCK released the results of a consumer study of jewelry purchasing habits, conducted by Taylor Nelson Sofres Intersearch, a market research firm in Horsham, Pa.*

Jewelry shoppers were queried on topics including their knowledge of name brands. Their response is a wake-up call to those still asking, “How important is branding?”

Not familiar with any brands named: 48.7%


Familiar with the following brands:**



Tiffany

41.5%

Cartier

35.5%

De Beers

20.6%

Van Cleef & Arpels

16.4%

Henry Dunay

4.8%

David Yurman

4.3%

Lagos

4.1%

Roberto Coin

4.1%

LeVian

1.6%

Seidengang

1.4%

John Hardy

1%

* Two hundred respondents were selected through random dialing to provide a statistically valid sample, with a margin of error of plus or minus 5%.

** Percent of respondents who are very familiar with brand name (when told name of brand and asked for level of familiarity).