AuctionsMay 15, 2026
American Collector Ponies Up Almost $17K for John Wayne’s RingThe Western star’s 14-karat gold signet ring sold for six times its low estimate following a bidding war at U.K. auction house Elmwood’s.
SurveysNov 15, 2019
Are Consumers Emotionally Connected to Luxury Brands?
Not nearly as much as they are to Amazon, Disney and Netflix, one recent study shows.
Jewelry and watch brands outperformed other luxury goods in terms of consumer connection, a new study found, with Rolex ranking No. 1 among men, users over 35, and those with incomes of $100,000 or more.
New York—When it comes to emotionally connecting with consumers, luxury brands aren’t doing as well as other goods and services competing for their dollars, one recent study shows.
But there’s a silver lining: watches and jewelry did better in the category than other luxury products.
In MBLM’s Brand Intimacy Study 2019, the luxury industry dropped one spot from 2018, ranking 14th out of the 15 industries studied.
A New York-based marketing agency, MBLM defines “brand intimacy” as the emotional science measuring the bonds formed with brands used and loved.
The firm examines users of a brand, gauging their emotional connections and the characteristics of their bond to create a Brand Intimacy Quotient, a score each brand receives to indicate its performance.
The 2019 study analyzed 6,200 consumer responses and 56,000 brand evaluations across 15 industries in the United States, Mexico and United Arab Emirates.
Interestingly, the firm found that its top “intimate” brands in the U.S. significantly outperformed the top brands in the Fortune 500 and S&P indices in both revenue and profit over the past 10 years, drawing a correlation between consumer emotion and returns.
It’s also worth noting that within the luxury category, which analyzed 12 brands total, watches and jewelry reigned.
Rolex was tops among luxury brands in emotionally connecting with consumers, followed by Cartier and Tiffany & Co.
Rolex ranked No. 1 among men, users over 35, and those with incomes of $100,000 or more, while Tiffany was the No. 1 brand for users with incomes under $100,000.
MBLM also noted that “indulgence,” relating to moments of pampering and gratification, was the most prominent archetype in the category, and Tiffany was the top-performing luxury brand for indulgence.
The remaining top 10 luxury brands were: Chanel, Jaguar, Louis Vuitton, Gucci, Prada, Land Rover and Burberry.
Solving the Luxury Puzzle
Overall, the luxury category didn’t fare so well.
Luxury had an average Brand Intimacy Quotient of 18.7, well below the cross-industry average of 31.0, MBLM said. (Of note: Rolex had 31.1, while Cartier and Tiffany both had scores of 27.)
“Luxury fell in our 2019 rankings, which continues to be a surprising finding because of the prestige and value of these time-honored brands,” Managing Partner Mario Natarelli said.
“We believe that the brands in this industry will strongly benefit from shifting their focus and appealing to consumers’ emotions more.”
Calling the category a “curious puzzle,” MBLM dove into the dichotomy between
Editors' Picks
Sponsored by
the esteem and quality of luxury brands and their poor performance overall in an additional report.
“Luxury Brands: High Costs, Low Connections” offers a few insights, including this: Since luxury brands are unique, they go against traditional marketing tactics, “creating a rarefied presence, and this further isolates them,” it says.
Their lack of connection to consumers could also be due to the economy and a cultural orientation toward brands that are more affordable.
Still, MBLM added that while the number of “intimate” luxury users seems to be decreasing, those that do feel a strong emotional connection to a brand tend to turn to them more frequently and are willing to pay more.
To compete in a shrinking market, it suggests brands think about the emotional connections they’re forming as much as their products.
Showing the Most Emotion
So, what was the top-performing industry in terms of consumer connection?
Media and entertainment received the best score for the second year in a row.
Disney ranked No. 1 in the industry and in the overall study, followed by Amazon Prime and Netflix.
MBLM attributed this to consumers’ “need to escape reality, consume content on demand and lose (themselves) in stories.”
Retail was also included in the study.
This year, it came in at No. 4, slipping one spot from its 2018 position and falling behind automotive at No. 2, and technology and communications at No. 3.
Amazon led the retail industry again this year, ranking first and taking second as well with its Whole Foods brand.
Other top-ranking retailers were Target, Costco, Walmart and Macy’s.
“Luxury Brands: High Costs, Low Connections” offers a few insights, including this: Since luxury brands are unique, they go against traditional marketing tactics, “creating a rarefied presence, and this further isolates them,” it says.
Their lack of connection to consumers could also be due to the economy and a cultural orientation toward brands that are more affordable.
Still, MBLM added that while the number of “intimate” luxury users seems to be decreasing, those that do feel a strong emotional connection to a brand tend to turn to them more frequently and are willing to pay more.
To compete in a shrinking market, it suggests brands think about the emotional connections they’re forming as much as their products.
Showing the Most Emotion
So, what was the top-performing industry in terms of consumer connection?
Media and entertainment received the best score for the second year in a row.
Disney ranked No. 1 in the industry and in the overall study, followed by Amazon Prime and Netflix.
MBLM attributed this to consumers’ “need to escape reality, consume content on demand and lose (themselves) in stories.”
Retail was also included in the study.
This year, it came in at No. 4, slipping one spot from its 2018 position and falling behind automotive at No. 2, and technology and communications at No. 3.
Amazon led the retail industry again this year, ranking first and taking second as well with its Whole Foods brand.
Other top-ranking retailers were Target, Costco, Walmart and Macy’s.
Editor’s note: This story was updated post-publication to reflect that 12 brands were analyzed in the luxury category.
More on Surveys
The Latest
Events & AwardsMay 15, 2026
JA, MJSA To Sponsor Roundtable at TJSThe discussion, "Rebuilding the Jewelry Workforce," will take place on Saturday, May 16, in Troy, Michigan.
SourcingMay 15, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
AuctionsMay 14, 2026
White Diamonds Lead Sotheby’s Auction, Blue Diamond Does Not SellA matching pair of 18.38-carat, D-color diamonds from Botswana’s Jwaneng mine sold for $3.3 million, the top lot of the jewelry auction.
Weekly QuizMay 14, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinMay 14, 2026
A Diamond Is Forever Continues Desert Diamonds – Bridal ReinvigoratedSponsored by A Diamond Is Forever
SourcingMay 14, 2026
State of Colored Stones: The Spirit of Young American Gemstone CuttersThe next generation of lapidarists are entrepreneurial, engaged online, and see the craft as a means for artistic expression.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
AuctionsMay 14, 2026
‘Ocean Dream’ Makes Waves at Christie’s, Fetching $17MIt was the second auction appearance for the fancy vivid blue-green diamond, which sold for $7.8 million at Christie’s Geneva 12 years ago.
CrimeMay 14, 2026
Second Man Arrested in Florida Pawn Shop Shooting Members of the U.S. Marshals Task Force took a 22-year-old man into custody. He was charged with tampering with evidence.
CrimeMay 13, 2026
JSA’s 2025 Crime Report Shows ‘Concerning’ Rise in ViolenceWhile the overall number of crimes was down, there were more incidences in which robbers pulled out guns, mace, or rammed cars into stores.
IndependentsMay 13, 2026
New Orleans Jeweler Closing Canal Place StoreJack Sutton Fine Jewelry is closing its store inside the downtown shopping center after 40 years in business.
SourcingMay 13, 2026
Smithsonian Acquires ‘Winston Red’ Diamond PaintingReena Ahluwalia’s painting of the rare red diamond is the first contemporary painting to join the National Gem Collection.
TrendsMay 13, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
ColumnistsMay 12, 2026
It’s Official: We’re Getting ‘Brain Rot’ From Watching Short-Form Videos Peter Smith gives tips on leading meetings, developing marketing, and making trade show appointments in the age of short attention spans.
CollectionsMay 12, 2026
Jessica McCormack Debuts Antique Coin-Inspired Medallions for SummerThe 11-piece “Medallions” capsule collection features five motifs: a crying eye, a heart on fire, a spiral, a flower, and a swallow.
IndependentsMay 12, 2026
State of Retail: 6 Things Retailers Should Know About Consumers TodayFrom Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.
Events & AwardsMay 12, 2026
The Tiffany & Co. x CFDA Jewelry Designer Award Is BackThe partners have announced the second cycle of the program, which has expanded to include a $25,000 student scholarship.
IndependentsMay 11, 2026
Kansas Jeweler Closing After 70 YearsThe owners of Staats Jewelers are heading into retirement.
TrendsMay 11, 2026
Former Macy’s CEO Joins Signet Jewelers BoardJeffrey Gennette, who retired in 2024 after 41 years with Macy’s, is the newest member of the jewelry retailer’s board of directors.
TrendsMay 11, 2026
Amanda’s Style File: Lucky May May babies are lucky to have emeralds, a gemstone admired for centuries, as their birthstone, writes Amanda Gizzi.
TechnologyMay 11, 2026
Clientbook’s New Tool Helps Jewelers Plan In-Store EventsThe new module allows retailers to plan, promote, and measure the success of events from a single dashboard.
Lab-GrownMay 08, 2026
NDC Publicly Criticizes Pandora Over ‘Misleading’ Natural Diamond ClaimsNDC said in an open letter that Pandora’s statements about the carbon footprint of lab grown versus natural diamonds are inaccurate.
SourcingMay 08, 2026
Ronnie VanderLinden Takes Over as WDC President The diamantaire and industry leader succeeds Feriel Zerouki and said he will focus on being a “champion” for natural diamonds.
TrendsMay 08, 2026
Rihanna Chooses ‘Desert Diamonds’ for 2026 Met GalaShe wore our Piece of the Week, Glenn Spiro’s “Old Moghul Golconda” earrings, featuring fancy brown-yellow diamonds totaling 51.90 carats.
Events & AwardsMay 08, 2026
JA Announces 2026 CASE Award WinnersTwo pieces were named “Best in Show,” one from the retail category and one from the supplier category.
FinancialsMay 07, 2026
Brilliant Earth Appeals to Higher-Income Shoppers in Q1The jewelry retailer noted resilience among its higher-end customers while demand softened for its lower-priced offerings.
