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).