Importance of brand in the jewellery sector

Insights, key indicators and case studies that inspire creators and retailers of jewellery.

Hero - jewellery industry

Key indicators on the importance of brands

A cross-sectional survey with a representative sample of 10,000 consumers was used to assess the consumers' attitudes towards the extent to which a brand influences their purchase behaviour and their willingness to pay premium prices.

  • 19

    Perceived importance of brand

  • 15

    Willingness to pay premium for brand


May, 20245 minutes read

Rolex vs. Hallmark - Lessons in Navigating Logo Similarity

Luxury watchmaker Rolex has initiated a trademark opposition proceeding against Hallmark Licensing LLC (“Hallmark”) over a logo dispute. The dispute centers around Hallmark's application for a logo featuring "an open crown design circumscribed by a circle that is interrupted by a leaf" for various goods including jewelry, which Rolex argues is too similar to its own iconic crown logo.

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January, 20215 minutes read

Diamonds are forever, but not for Tiffany

The initial verdict of the court in favour of $21 million infringement damages to be paid by Costco to Tiffany’s has been overturned, with significant implications for brand protection efforts pursued by jewellery makers and retailers.

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December, 20207 minutes read

12 good reasons for jewellery companies to register a trademark

There is a myriad of reasons why trademark registration is of a crucial importance for jewellery retailers. This article presents a concise summary of 12 key reasons why every brand in the jewellery industry should think about registering for a trademark.

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