Jewelry brands

Jewelry brands ranked

Tiffany & Co. is the most popular jewelry brand in the United States, with 53 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
Pandora 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.

Pandora and Tiffany & Co. are not that far apart. Chart with 1 data series and 18 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category
Chanel	86.0%
Pandora	83.0%
Tiffany & Co.	83.0%
Dior	82.0%
Claire's	71.0%
Cartier	67.0%
Swarovski	56.0%
Helzberg Diamonds	48.0%
Hermès	48.0%
Bulgari	46.0%
Harry Winston	35.0%
Van Cleef & Arpels	25.0%
Buccellati	24.0%
David Yurman	24.0%
Graff	20.0%
Chopard	19.0%
Mejuri	19.0%
Monica Vinader	18.0%

Brand popularity

Tiffany & Co. sparkles the brightest

With 53 percent of respondents liking it, Tiffany & Co. is the most popular jewelry brand in the United States, followed by Pandora. Cartier and Swarovski 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 Graff, 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.

Tiffany & Co. sparkles the brightest. Chart with 1 data series and 18 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category
Tiffany & Co.	53.0%
Pandora	45.0%
Cartier	43.0%
Swarovski	39.0%
Chanel	37.0%
Dior	37.0%
Claire's	33.0%
David Yurman	31.0%
Helzberg Diamonds	31.0%
Bulgari	28.0%
Buccellati	26.0%
Harry Winston	26.0%
Hermès	25.0%
Van Cleef & Arpels	24.0%
Chopard	23.0%
Graff	21.0%
Mejuri	20.0%
Monica Vinader	15.0%

Brand ownership

Pandora and Claire's are Americans' best friend

Pandora is the jewelry brand with the highest ownership share among consumers who know the respective brand, closely followed by Claire's. 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 September 24, 2024

Pandora and Claire's are Americans' best friend. Chart with 1 data series and 18 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category
Pandora	32.0%
Claire's	28.0%
Tiffany & Co.	26.0%
Swarovski	23.0%
Chopard	19.0%
Buccellati	18.0%
Dior	18.0%
Cartier	17.0%
David Yurman	17.0%
Chanel	16.0%
Graff	15.0%
Helzberg Diamonds	15.0%
Bulgari	14.0%
Van Cleef & Arpels	12.0%
Harry Winston	10.0%
Mejuri	10.0%
Hermès	9.0%
Monica Vinader	8.0%