Jewellery Stores – 2012 Ratings

Posted by Canstar Blue November 29th 2012

You are viewing the archived 2012 ratings for jewellery stores. Go to the current jewellery store ratings.

See Our Ratings Methodology.

Hollow Star Rating Hollow star ratings are awarded where brands do not receive the minimum number of responses for that criteria, however achieve at least the minimum sample required for all other criteria.

Two thirds say if he puts a ring on it, and then they split, she should give it back

Most Satisfied Customers - Jewellery Stores 2012It’s something which often divides the sexes, friends and acquaintances. What happens if an engaged couple doesn’t make it to the altar – should the lady give the ring back?

An engagement ring often represents more than a promise; it is usually a substantial investment. That may explain why 63 percent of respondents to our recent survey on jewellery stores said they believed an engagement ring should be returned if a couple called it quits before tying the knot.

One third of survey respondents disagreed, saying a female should be entitled to sell an engagement ring and keep the money should the couple split.

These insights were drawn from our survey and comparison of jewellery stores, with iconic Australian jewellery name, Prouds, winning Canstar Blue’s most satisfied customers award 2012 – Jewellery Stores.

Angus & Coote, Goldmark, Michael Hill, PANDORA, Tiffany & Co. and Wallace Bishop were also rated in this survey.

Looking more closely at our results:

  • Prouds received five stars for five of six rated criteria including overall customer satisfaction,
  • PANDORA earned a five star rating for advice, range and catalogues , and
  • Goldmark was awarded five stars for ‘value for money’

Results also showed that most people – 79% of respondents – preferred to choose their own jewellery rather than have others choose it for them. Not unrelated to this was the survey response on unwanted jewellery – 31% of respondents said they had jewellery from an ex that they no longer wear.

Other findings included:

  • 14% of respondents have sold jewellery to get access to fast cash. This was true for 21% of Generation X respondents,
  • 26% of respondents buy mainly costume jewellery. This was true for 32% of Generation X respondents,
  • 53% of respondents will only buy good quality or fine (not costume) jewellery, and
  • 13% of respondents have misled others into believing an item of jewellery was real when it was not. This was true for 18% of male respondents.

Canstar Blue commissions Colmar Brunton to regularly survey 2,500 Australian consumers across a range of categories to measure and track customer satisfaction. The outcomes reported are the results from customers of jewellery stores within the survey group – in this case, 498 people. To qualify, the customer must have made a purchase from a bricks and mortar jewellery store in the last 2 years (this does not include online purchases). 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 customer satisfaction

Customers of Prouds were most satisfied with their jewellery store, winning the brand five stars in this category. Goldmark, PANDORA and Angus & Coote were awarded four stars each and then Tiffany & Co., Michael Hill and Wallace Bishop received three stars for overall satisfaction.

Value for money

Considering cost per wear, jewellery – especially an engagement ring for example – often represents quite good value over the long term. Our overall winner, Prouds, also received a five star rating for this criterion, as did Goldmark. Michael Hill, Wallace Bishop and Angus & Coote were awarded four stars for value, while Tiffany & Co. and PANDORA received three stars each.

Customer service

Successful retailers understand exceptional customer service is fundamental. Prouds stood alone in this area based on survey responses, achieving a five star rating for customer service. Goldmark, PANDORA, Angus & Coote, Tiffany & Co. and Michael Hill all achieved four stars for this criterion, with Wallace Bishop receiving three stars for the customer service offered in store.

Advice provided

Given the sometimes-substantial size of jewellery purchases, and the results of our survey – particularly that most prefer to choose their own jewellery – expert advice is often useful and wise. PANDORA and Prouds each received five stars for the quality of advice they provided customers. With four star ratings for this criterion were our remaining rated jewellery store brands: Wallace Bishop, Tiffany & Co., Michael Hill, Goldmark and Angus & Coote.

Range of products

PANDORA and Prouds again received five star ratings – this time for the range of products they offer. Tiffany & Co., Angus & Coote and Goldmark achieved four stars for this criterion with Wallace Bishop and Michael Hill each awarded three stars.


The ability to compare before you hit the shops, or indeed to get clues from the person you are buying for, is assisted by a comprehensive catalogue. PANDORA excelled in this area, receiving five stars for its catalogue. Goldmark and Prouds were awarded four stars and Angus & Coote, Tiffany & Co., Michael Hill and Wallace Bishop* received three.