Graff tops the list of 'most-wanted jewelry' brands - Sun, 21 May 2009, 00:00 EST

Graff tops the list of 'most-wanted jewelry' brands

New York--High-net-worth consumers participating in the 2009 Luxury Institute's Luxury Brand Status Index (LBSI) survey have rated Graff as the "Best of the Best" among 21 luxury jewelry brands around the world.

The Luxury Institute's annual survey identifies the top brands that exhibit true quality and luxury in numerous categories, based solely on the ratings of ultra-wealthy and wealthy consumers.

The LBSI asks participants to rate luxury brands across 4 equally weighted components: Uniqueness and Exclusivity, Consistent Superior Quality, Making the Consumer Feel Special across the Entire Experience and Being Consumed by People Who Are Admired and Respected.

Out of a possible total score of 10, Graff's rating was 7.88, with Harry Winston coming in second at 7.51 and Buccellati coming in third at 7.49.

Consumers who recommended Graff described the brand's offerings as "large and understated, but beautiful and stunning diamond jewelry" and as having "ultimate design and quality."

Luxury Institute, Chief Executive Officer Milton Pedraza said in a media release that interestingly enough, the highly rated luxury jewelry brands that have become larger and more ubiquitous are rating lower and lower on the list each year, a testament to savvy consumer value perception.

What it means for the brands is to focus on the customer experience and providing more value to each dollar the consumers are spending. For the super rich it's about boldness in ideas and design and some times fresh takes on old trendy designs can be a huge success with customers around the world.

The Luxury Brand Status Index survey included a national sample of 1,013 ultra-wealthy American consumers with minimum household incomes of $489,000 and average investable assets of $6.9 million.

"Today, as even the ultra-wealthy have re-assessed their priorities and values, it is critical to deliver extraordinary customer experiences beyond the design, quality, craftsmanship and heritage of a luxury brand," Pedraza said in the release. "Ultra-wealthy and wealthy consumers tell us that the customer service, and the people who deliver it, leave a great deal to be desired, and few luxury brands are heeding the warning.

Graff has worked towards this feat and one must say Graff has improved its designs, style patterns and value for money has made one of the most preferred brands for the ultra wealthy and the wealthy. Graff's reliability and flexibility has been a model for most brands to follow.