Blue Jeans Cables was what I switched to towards the end of my serious audiophile days. Before that, I was set up with StraightWire mostly, but I respected Kimber Kables, though I never ended up getting any of their goods.

Now tonearm cables are a whole different animal, and my pair was a mid-priced custom set though one of the high-end dealers — all substance, no flash => aka, not paying for an advertising budget & fancy packaging.