Which Jewelry Brand Is the Best Deal? The Answer Might Surprise You!
I ran the numbers on some of the most iconic gold bracelets from Tiffany & Co., Cartier, Van Cleef & Arpels, and Bulgari, and here’s what I discovered.
Last time we got together, I put Chanel, Hermès, Louis Vuitton, and Gucci gold jewelry head to head to see which fashion brand was charging the most . (Spoiler: Chanel’s markup Coco-crushed all others.) But what happens when we step away from fashion brands and look at fine heritage jewelry houses?
I ran the numbers on some of the most iconic gold bracelets from Tiffany & Co., Cartier, Van Cleef & Arpels, and Bulgari. These brands don’t just dabble in jewelry—they define it. So, how do their prices compare when you strip away the branding and focus on the raw gold value?
Here’s the breakdown:
Cartier Juste un Clou Classic – $8,000 for 33g → $242 per gram
Tiffany Lock Bangle Small – $7,300 for 28.9g → $253 per gram
Bulgari Serpenti Viper – $7,050 for 18.1g → $390 per gram
Van Cleef Perlée Signature Bracelet – $7,050 for 19.89g → $354 per gram
For context, the raw value of 18k gold is $70.55 per gram. That means:
Tiffany and Cartier are charging around 3.5x to 4x the gold value—a relatively restrained markup considering their craftsmanship, branding, and legacy.
Van Cleef & Bulgari push it further, marking up their gold at 5x to 5.5x the raw material cost.
Chanel’s Coco Crush? Still in a league of its own at 12x, making even the most prestigious jewelers look modest by comparison.
So, what’s the takeaway? If you’re investing in fine jewelry, heritage houses offer more than just branding—they bring craftsmanship, prestige, and, most importantly, resale value. Meanwhile, fashion houses seem to be testing just how much customers are willing to pay for a name.
Would love to hear your thoughts—do you buy fine jewelry for its brand, its value, or something else entirely?