Luxury jewellery retailer Graff has been voted as the "Best of the Best" among 21 luxury jewellery brands, according to the Luxury Institute's 2009 Luxury Brand Status Index (LBSI) survey. The survey typically identifies those brands, which are successful and popular with the elite, in promoting the essence of luxury. Brands were judged on the basis of four components: Consistent Superior Quality, Uniqueness and Exclusivity, Making the Consumer Feel Special Across the Entire Experience and Being Consumed by People Who Are Admired and Respected.

Graff scored 7.88 out of a total score of 10, followed by Harry Winston with a 7.51 score and Buccellati with 7.49. Consumers expressed Graff as a brand which offered "large and understated, but beautiful diamond jewellery" with the perfect design sense and quality. In essesnce Graff has been successful in delivering the consumer expectations.

The survey was conducted amongst a national sample of 1,013 ultra-wealthy American consumers with minimum household incomes of $489,000 and average investable assets of $6.9 million.