Jewellery Stores – 2011 Ratings

Posted by Canstar Blue November 24th 2011

You are viewing the archived 2011 ratings for jewellery stores. Go to our current jewellery store ratings.

See Our Ratings Methodology.

1 in 3 Australians look ‘red carpet ready’ by wearing imitation designer jewellery

Passing for Audrey Hepburn has never been cheaper, with Aussies looking the part by purchasing imitation designer jewellery instead of the real thing.

Many jewellery retailers are responding to a demand for imitation jewellery by launching designs of celebrity pieces worn at weddings and on the red carpet. More than one in three respondents to our latest survey have taken part in this trend.

The percentage of female respondents who have worn faux-jewellery was even higher than the national average, at almost 40%. Even Aussie blokes have tried out the copycat designs, with an impressive 27% of male respondents saying they have purchased imitation designer jewellery.

Our recent survey of jewellery stores also found that Wallace Bishop has the most satisfied customers amongst a bevy of top brands: Prouds, Angus & Coote, and Michael Hill. The Australian jeweller has received our most satisfied customers award for jewellery stores.

Prouds received five stars for value for money, and shared five star ratings with Angus & Coote for range and catalogues. Wallace Bishop also received five stars for overall satisfaction, value for money, range and customer service.

Our survey also showed that 12% of respondents sold (or were considering selling) jewellery given to them by an ex-partner.

However, while some had the luxury of getting rid of jewellery by choice, the grim reality of financial problems saw nine percent of our respondents sell family jewellery to make ends meet.

Canstar Blue commissions Colmar Brunton to survey 2,500 Australian consumers across a range of categories every few months to measure and track customer satisfaction. The outcomes reported are the results from customers of jewellery stores within the survey group – in this case, 1,233 people. To qualify, the customer must have made a purchase from a jewellery store in the last two years. Brands must receive at least 30 responses to be included.

Results are comparative and it should be noted that brands that received three stars have still achieved a satisfaction measure of at least six out of 10.

Overall satisfaction

Wallace Bishop took home the crown with five stars for overall customer satisfaction. Prouds and Angus & Coote received four stars each while Michael Hill finished with three.

Value for money

While some jewellery purchases are made regardless of cost, better value for money might mean someone can buy their dream engagement ring rather than settling for a lesser item. Both Wallace Bishop and Prouds earned five stars for their value, while Angus & Coote and Michael Hill took home four stars each for theirs.


Bracelets, engagement rings, diamonds and necklaces: a wider range is best to appeal to jewellery customers with particular tastes. Australians are rich in choice, with Wallace Bishop, Prouds and Angus & Coote each receiving five stars for range, while Michael Hill received three.

Customer service

Wallace Bishop was ahead of the game for service (such as dealing with customers, repairs and offering advice). Wallace Bishop received five stars for their customer service satisfaction, while Angus & Coote received four. Both Michael Hill and Prouds received three stars for this criteria.


Both Prouds and Angus & Coote received five stars for their catalogues, while Wallace Bishop followed with four and Michael Hill with three.