The Grape Soda Test

This month's cover story highlights some of the findings of JCK's exclusive new consumer study, done jointly with the Harrison Group, a leading market research firm with extensive experience in both the affluent market and the jewelry space. The survey was conducted online and, with 77 questions, yielded a mind-boggling amount of information. Some of the findings were unsurprising—they confirmed what we suspected or were consistent with other research—but some were startling. One revelation that surprised me was consumers' lack of recognition of jewelry brand names. When I joined JCK, fine jewelry typically was unbranded, and even some of today's biggest names (David Yurman, Steven Lagos) showed their designs at the Jewelers of America show in single booths at the back of the Sheraton in New York. (This was before the show moved from the Hilton and Sheraton hotels to the Javits C
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