This study tries to understand what image the global luxury brand H. Stern has with the brazilian jewel consumers. This brand s jewels can be considered a luxury product as it has some characteristics that make it different, like the quality, design, price and others. Some of the motivations that take to the luxury consumption are social differentiation, ostentation and status. Nowadays, H. Stern is the biggest net of jewel of Brazil and Israel, being between the top five in the world. It was fund in 1945, being recognized today as a national company that got notability on the international scene, where Brazil doesnt have much tradition. Since the 90´s, the brand started a relocation process that transformed itself in many points. If before the strongest part of the company were the brazilian stones, after it began to be the design of the pieces. This study tries to found what image the brazilian jewel consumers have about the brand H. Stern. This study had for objective to discover what image the brazilian jewel consumers have of the H.Stern brand. It was based on a research carried through in Rio de Janeiro next to 66 Brazilian jewel consumers. The results point that brand H. Stern, is the more recognized and desired brazilian jewelery shop between the interviewed ones, for possessing a image, mainly, to the quality, status and sophistication.