Earlier this month, New York-based Luxury Institute performed a survey provided to 500 consumers whose net worths averaged $15.1 million asking them to rank 20 pre-selected luxury jewelry brands. The consumers were to rank the luxury jewelry designers based on 4 criteria: (1) superior quality (2) uniqueness and exclusivity (3) social status and (4) excellent customer service. The final scores from all 4 criteria were then converted into the institute’s Luxury Brand Status index.

1. Harry Winston

The House of Harry Winston was founded in 1932 by the son of a prominent New York Jeweler. Now in its third generation, the House continues to redefine American jewlry design and create extravagant pieces not only for celebrities but for any discerning couple.

2. Buccellati

Buccellati is an exclusive luxury jewelry brand; you can’t find their jewelry at just any jewelry retail store. In addition, Buccellati jewelry is customized and consumers recognize this. The firm is known for their engraved brushed-gold and platinum jewelry embedded with fine gemstones including rubies, emeralds, diamonds and sapphires. Company president Andrea Buccellati said the Buccellati client is looking for “luxury and exclusivity.”

3. Van Cleef and Arpels

Van Cleef Arpels, an elegant brand in designing and crafting distinguished, exclusive and truly sophisticated jewelry and watches, is well known across the globe for its top quality luxurious fashion products. The famous French house keeps pace with its tradition of excellence in jewelries and designs crafted with exquisite materials bringing glamour, beauty, fashion and style at a time.

4. Graff

This London based jewelry house has an average sale of a whopping $400,000. With their Henri Barguirdjian, president and CEO of Graff America, said, “There’s more money than every floating around.” The company is working to expand its ventures with store openings in Tokyo, Hong Kong and Geneva as well as the long awaited Manhattan flagship boutique designed by Peter Marino.

5. Tiffany & CO

Tiffany designs were worn by such famous US families as the Astors, the Vanderbilts, Posts, Huttons and the Morgans. Athletes, Hollywood stars, and even European royalty adored these diamonds. Museums valued the Tiffany designs, which ranged from the Art Nouveau period to Art Deco to today’s modern styles.

A Tiffany’s gemologist was instrumental in the international adoption of the metric carat as a weight standard for gems, and the Tiffany standard for sterling and platinum have been adopted as United States Standards.

6. Piaget

As more and more Americans and Europeans buy diamond watches, Piaget is seeing more and more growth. Traditionally known for their diamond watches, Piaget creates diamond jewelry with their diamond studded Hearts & Charms collection and their Limelight collection which features gemstones like purple and pink sapphires. One respondent stated, “Piaget is the Rolls Royce of jewelry.”

7.Cartier

Cartier has a long and distinguished history of serving royalty, as well as stars and celebities. One Prince of Wales hailed Cartier as “Joaillier des Rois, Roi des Joailliers” (Jeweller to Kings, King of Jewellers”). Cartier received an order for 27 tiaras for the coronation of the future King. King Edward VII was crowned in 1902 and in 1904 he honoured the Company with the Royal warrant of supplier to the Royal Court of England. Similar warrants soon followed from the courts of Spain, Portugal, Russia, Siam, Greece, Serbia, Belgium, Romania, Egypt and finally Albania, and also from the House of Orleans and the Principality of Monaco.

8. Chopard

Chopard has traditionally banked its growth and sales on one-of-a-kind jewelry that sells for millions. They opened their 100th store at 709 Madison Avenue in Manhattan measuring 3,000-square-feet. “This global creation of wealth is affecting us,” said Marc Hruschka, Chopard’s U.S. president and CEO, “It’s a mixture of our traditional shoppers and a new growing-wealth class in the U.S. and globally. Our challenge is to communicate that we’re not only a watch brand…People are looking at diamonds as art.” Leading ladies of Hollywood like Kate Winslet, Penelope Cruz, Hilary Swank and Charlize Theron have showcased Chopard jewelry.

9. Bulgari

Bulgari jewelry design is distinctive and often imitated (and counterfeited). In the 1970s, many of the more expensive Bulgari pieces (such as necklaces, bracelets and earrings) were characterized by instantly recognizable, bold, almost brutal designs combining large and weighty gold links with black-surfaced steel. Genuine Bulgari items usually have a unique serial number that is registered with the company.

10. Mikimoto

While many luxury jewelry houses are specializing in diamonds, Mikimoto has always focused on pearl jewelry. One respondent said, “If you like pearls, this is the best quality.” Another respondent said, “The brand pays meticulous attention to detail – I am extremely fond of the Mikimoto pieces I have purchased.” Last year, Mikimoto teamed up with Japanese fashion designer Yohji Yamamoto to create an exclusive jewelry collection. This joint venture jewelry collection consists of 3 groups with about 20 pieces each.

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