The D2C jewellery and eyewear trust table: try before you trust
10 brands. 3 rankings. Two national #1s, and the highest average trust score of any D2C industry.
“A brand that lets you try it at home has already told you it believes in the product.”
WCRC Intelligence Unit
The finding that frames the industry
Across WCRC's three 2026 Most Trusted D2C rankings, 10 brands come from jewellery and eyewear. They average a D2C Trust Score of 79.39, the highest of any D2C industry. The two American brands average 84.03, the four Indian brands 81.91 and the four Australian brands 74.56.
Both eyewear brands in the group are national leaders. Warby Parker and Lenskart, both founded in 2010, hold the #1 spots in America's and India's Most Trusted D2C Brands 2026.
Warby Parker at the top: what the leader proves
Warby Parker's 88.11 is the highest score in the group. Clear pricing, free home try-on and a long-running buy-a-pair, give-a-pair program built its credibility. Net revenue rose 13.0% to $871.9M in FY2025, and it posted its first full-year profit in 2025.
The lesson is that a clear, simple promise can take on an industry dominated by giants. Its weakness is that same competition, as it competes on price with EssilorLuxottica brands and Zenni.
Lenskart: India's most trusted D2C brand
Lenskart (85.84) is #1 in India's Most Trusted D2C Brands 2026. Free home eye tests, a 14-day return promise and in-house manufacturing give buyers confidence in a product they wear every day. Revenue was ₹8,988 Cr in FY26, the largest in the group.
Its listing raised the bar. Rapid store expansion and a high listed valuation mean service quality must stay consistent everywhere.
India's jewellery trio
CaratLane (84.32, India #3) draws trust from Titan's ownership, certified stones and a lifetime exchange policy. BlueStone (79.06) offers BIS-hallmarked gold, certified diamonds and lifetime exchange, with revenue of ₹2,436 Cr in FY26. GIVA (78.40) built trust in affordable silver jewellery with a six-month warranty and certified silver.
All three compete with Titan's Tanishq, which means CaratLane must stay distinct from a brand owned by its own parent.
Australia: fashion jewellery and founder names
Lovisa (79.70) grew revenue 17.6% to A$938.8M in FY2026 and went from 1,031 to 1,136 stores. Michael Hill (78.50), a founder-named jeweller trading since 1979, is the oldest brand in the group. SkinKandy (71.40) listed on the ASX in May 2026, and its KandyClub had 1.1 million members.
Brilliant Earth (79.94) in America and TMC Fine Jewellers (68.64) in Australia both build on ethical, transparent sourcing.
Where the industry is exposed
The weak points are specific. Lab-grown diamond prices have been falling, and Brilliant Earth's average order value dropped about 8% in 2025. Lovisa faces a class action by more than 300 former staff alleging underpayment. Michael Hill closed two brands and shut its last US stores, and its revenue rose only 1.9%. Rapid store openings at Lenskart, GIVA and SkinKandy demand tight quality control.
Five things that will define the industry
- Whether Warby Parker and Lenskart keep their #1 places in America and India.
- How falling lab-grown diamond prices change the trust story for ethical jewellers.
- Whether CaratLane can grow without overlapping Titan's Tanishq.
- How Lenskart keeps service consistent as it opens more stores.
- Whether Lovisa's growth survives its workplace class action.
The combined table: all 10 brands by score
| # | Brand | India | US | ANZ | Score |
|---|---|---|---|---|---|
| 01 | Warby Parker | — | #1 | — | 88.11P |
| 02 | Lenskart | #1 | — | — | 85.84P |
| 03 | CaratLane | #3 | — | — | 84.32P |
| 04 | Brilliant Earth | — | #19 | — | 79.94P |
| 05 | Lovisa | — | — | #32 | 79.70P |
| 06 | BlueStone | #20 | — | — | 79.06P |
| 07 | Michael Hill | — | — | #36 | 78.50P |
| 08 | GIVA | #24 | — | — | 78.40P |
| 09 | SkinKandy | — | — | #78 | 71.40P |
| 10 | TMC Fine Jewellers | — | — | #88 | 68.64P |
P Provisional score. Unmarked scores are published scores carried over from the World's Most Powerful 100 Brands 2026 or validated by WCRC.
The industry in full, ranking by ranking
India's Most Trusted D2C Brands 2026
4 Jewellery & Eyewear brands. See the full ranking
| Rank | Brand | Owner | Founded | Score | Latest revenue (as per company filings) |
|---|---|---|---|---|---|
| #001 | Lenskart | Lenskart Solutions Ltd | 2010 | 85.84P | ₹8,988 Cr revenue (FY26) |
| #003 | CaratLane | Titan Company Ltd | 2008 | 84.32P | ₹3,000 Cr+ revenue (FY24, latest full-year filing reported), CaratLane Trading (Titan) |
| #020 | BlueStone | BlueStone Jewellery and Lifestyle Ltd | 2011 | 79.06P | ₹2,436 Cr revenue (FY26), BlueStone Jewellery and Lifestyle |
| #024 | GIVA | GIVA Jewellery | 2019 | 78.40P | ₹518 Cr revenue (FY25) |
America's Most Trusted D2C Brands 2026
2 Jewellery & Eyewear brands. See the full ranking
| Rank | Brand | Owner | Founded | Score | Latest revenue (as per company filings) |
|---|---|---|---|---|---|
| #001 | Warby Parker | Warby Parker Inc. | 2010 | 88.11P | Net revenue $871.9M, FY2025 (+13.0%) |
| #019 | Brilliant Earth | Brilliant Earth Group | 2005 | 79.94P | $437.5M net sales (FY2025) |
Australia & New Zealand's Most Trusted D2C Brands 2026
4 Jewellery & Eyewear brands. See the full ranking
| Rank | Brand | Owner | Founded | Score | Latest revenue (as per company filings) |
|---|---|---|---|---|---|
| #032 | Lovisa | Lovisa Holdings Ltd | 2010 | 79.70P | A$938.8M revenue (FY2026, year ended June 2026) |
| #036 | Michael Hill | Michael Hill International Ltd | 1979 | 78.50P | A$655.7M group revenue (FY2026, 52 weeks ended 28 Jun 2026) |
| #078 | SkinKandy | Skinkandy Ltd | 2010 | 71.40P | A$90.5M revenue (FY2026, 52 weeks ended 4 Jul 2026; pro forma A$90.2M) |
| #088 | TMC Fine Jewellers | Private, founder-led | 2020 | 68.64P | A$12.7M revenue (FY2025) |
Questions people ask
- What is the most trusted D2C eyewear brand in 2026?
- Warby Parker, with a WCRC D2C Trust Score of 88.11. It ranks #1 in America's Most Trusted D2C Brands 2026.
- What is India's most trusted D2C brand?
- Lenskart, with a score of 85.84. It ranks #1 in India's Most Trusted D2C Brands 2026.
- What is the most trusted D2C jewellery brand?
- CaratLane, with a score of 84.32 (#3 in India's Most Trusted D2C Brands 2026).
- How many jewellery and eyewear brands are in WCRC's 2026 Most Trusted D2C rankings?
- 10: four in India's ranking, two in America's and four in Australia & New Zealand's.
- Which D2C industry has the highest average trust score?
- Jewellery and eyewear, with an average WCRC D2C Trust Score of 79.39.
Methodology in brief
This analysis groups every brand from WCRC's Most Trusted D2C Brands rankings of 2026 into newsroom industries and compares them on the scores, ranks and facts published in those rankings. The WCRC D2C Trust Score rates each brand from 0 to 100 across seven pillars led by Consumer Trust and Sentiment, Brand Recall, Brand Positioning and Brand Love. The detailed methodology is available on request.
About WCRC. WCRC (World Centre for Research and Consulting) is an independent research and consulting organisation. It publishes brand rankings including the World's Most Powerful 100 Brands, regional and national Most Powerful 100 Brands rankings, and national Most Trusted D2C Brands rankings, through its sites wcrcint.com, wcrcleaders.com and mostvaluablebrands.com. The WCRC Intelligence Unit publishes research briefings and industry analysis.
© 2026 World Centre for Research and Consulting (WCRC). This article may be quoted with attribution to WCRC and a link to this page.