Tiffany & Co is the most popular brand in America when it comes to made-to-order luxury gifts, according to new research.

The jeweler, which specialises in sensational diamonds in platinum settings, has topped a list of 100 brands in a survey conducted by the Luxury Institute.

Some six per cent of super-wealthy Americans have bought made-to-order items from the luxury jeweler, ranging from bespoke platinum bracelets to stunning platinum engagement rings. An overwhelming 90 per cent of these customers said they would recommend the brand to people close to them and 87 per cent said they would buy from Tiffany again.

The Lexus car brand was the second most popular name in the field of tailor-made luxury items, followed by world-renowned watchmaker Rolex.

Made-to-order Rolexes have been bought by two per cent of America's wealthy consumers, many of whom will have chosen from the brand's sensational platinum timepieces.

The Luxury Institute has found that 37 per cent of wealthy consumers have bought made-to-order jewelry as a gift for a loved one. A further 44 per cent have bought bespoke jewelry for themselves, reflecting the demand for customized platinum gems.

Made-to-order jewelry is in fact second to only home furnishings as the most popular customized purchase.