Tiffany & Co. brand profile in the U.S. 2024

Jewelry brands

Tiffany & Co. brand profile in the U.S.

Tiffany & Co. manages to reach both an outstanding brand awareness and brand popularity among jewelry owners in the U.S., with the number of Tiffany & Co. stores exceeding 300 shops worldwide. While being more recognized in older generations, Tiffany & Co. doesn’t fail to reach its audience within Gen Z and Millennials.

Brand KPI profile

Were high end meets high brand awareness

Although the brand is considerably high end and high price, Tiffany & Co. manages to obtain an impressive brand awareness as well as a more than solid popularity above 50 percent among jewelry owners in the U.S. Considering the luxury aspect, it might come as a surprise that more than 30 percent of U.S. jewelry owners own a piece by Tiffany & Co.

Were high end meets high brand awareness. Chart with 1 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category
Awareness	87.0%
Popularity	52.0%
Ownership	31.0%
Loyalty	23.0%
Buzz	25.0%

Generations

Did anyone say Audrey Hepburn?

Tiffany & Co. reaches an outstanding brand awareness among jewelry owners from Gen X. The KPIs for recognition and popularity are far ehead for the older generations. Ownership KPIs reveal a different pattern with all generations scoring around 30 percent. When looking at Baby Boomers their brand loyalty and media buzz are far behind the younger generations.

Did anyone say Audrey Hepburn? . Chart with 5 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	IGen / Gen Z (1995-2012)	Millennials / Generation Y (1980-1994)	Generation X (Baby Bust) (1965-1979)	Baby Boomer (1946-1964)
Awareness	87.0%	80.0%	85.0%	95.0%	93.0%
Popularity	52.0%	46.0%	47.0%	62.0%	57.0%
Ownership	31.0%	31.0%	30.0%	33.0%	27.0%
Loyalty	23.0%	22.0%	25.0%	24.0%	18.0%
Buzz	25.0%	29.0%	25.0%	27.0%	11.0%

Life values

Combine a happy relationship and success

Pun intended. To Tiffany & Co. customers, the most important things in life are a happy relationship and an honest and respectable life, followed by safety and security. Another aspect standing out is independence as U.S. Americans who do not own jewelry by Tiffany & Co. put higher importance on making their own decisions.

Published September 24, 2024

Combine a happy relationship and success. Chart with 3 data series and 10 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	Tiffany & Co. owner	Non-owner
A happy relationship	51.0%	55.0%	50.0%
An honest and respectable life	48.0%	50.0%	47.0%
Safety and security	38.0%	40.0%	38.0%
To be successful	37.0%	38.0%	37.0%
Having a good time	31.0%	31.0%	31.0%
Making my own decisions	29.0%	23.0%	31.0%
Learning new things	27.0%	27.0%	27.0%
Advancing my career	14.0%	13.0%	14.0%
Traditions	13.0%	12.0%	14.0%
Social justice	10.0%	10.0%	10.0%