Brandwave

How popular isSarah & Sebastian?

In September 2026, people searched for Sarah & Sebastian by name about 40,500 times in Australia, an 18.2% decrease from the previous year. These searches made up 9.3% of all Australia jewellery brand searches, placing Sarah & Sebastian fifth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about jewellery brands, Sarah & Sebastian appeared in two of the five answers and was the third most recommended of the 12.

Search and AI answers in September 2026

Sarah & Sebastian is the fifth most searched of 12 competitors and the third most recommended in AI answers.

  1. SwarovskiShare of searches 31.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  2. Tiffany & Co.Share of searches 17%Mentioned in 3 of 5 AI answersPlace in AI recommendations 9th
  3. By CharlotteShare of searches 13.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  4. Arms of EveShare of searches 9.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th
  5. Sarah & SebastianShare of searches 9.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

+7 more

Sarah & Sebastian website (opens in a new tab)

Follow Sarah & Sebastian and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top jewellery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sarah & Sebastian was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Sarah & Sebastian is the third most recommended of the 12.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. By Charlotte1st
  2. Temple of the Sun2nd
  3. Sarah & Sebastian3rd
  4. Mejuri4th
  5. Cushla Whiting5th
  6. Swarovski6th
  7. Pandora7th
  8. Arms of Eve8th
  9. Tiffany & Co.9th
  10. Natasha Schweitzer–
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Tiffany & Co.3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • By Charlotte3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Temple of the Sun3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Swarovski2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Arms of Eve2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sarah & Sebastian2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mejuri2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cushla Whiting2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pandora1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Natasha Schweitzer0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about jewellery brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which jewellery brands compete with Sarah & Sebastian?

Sarah & Sebastian against jewellery brands in Australia, by month

Share of searches by month for Swarovski, Tiffany & Co., By Charlotte, Arms of Eve, Sarah & Sebastian, Pandora, Mejuri. The figures are in the table below the chart.

View monthly share of searches table
MonthSwarovskiTiffany & Co.By CharlotteArms of EveSarah & SebastianPandoraMejuriNatasha SchweitzerTemple of the SunLucy FolkThomas SaboCushla Whiting
Oct 202533.6%15.1%12.3%8.3%10.1%8.8%4.5%1.7%2%2%1.3%0.33%
Nov 202533%12.1%14.7%12.1%8.1%8.6%5.4%1.3%1.6%1.3%1.3%0.25%
Dec 202537.6%13.7%11.3%9.2%9.2%9.4%3.4%1.2%1.8%1.5%1.2%0.2%
Jan 202633.8%15.2%12.4%8.3%12.4%7.2%3.7%1.7%2%1.7%1.4%0.33%
Feb 202636.3%16.3%10.9%7.3%10.9%7.7%4%1.5%1.8%1.8%1.2%0.35%
Mar 202630.9%17%13.9%9.3%11.3%6.6%4.1%1.9%1.9%1.5%1.2%0.37%
Apr 202630.4%16.7%13.6%9.1%11.1%7.6%5%1.8%1.8%1.5%0.99%0.36%
May 202635.1%15.7%12.9%7%10.5%7.9%4.7%1.7%1.7%1.4%0.94%0.34%
Jun 202635.6%16%13.1%8.7%8.7%7.6%3.9%1.4%2.1%1.4%0.95%0.35%
Jul 202632.4%17.7%11.9%7.9%9.7%8.4%5.3%1.9%1.9%1.1%1.3%0.38%
Aug 202629.6%16.2%13.2%8.9%10.8%9%5.9%1.8%1.8%1.2%1.2%0.42%
Sep 202631.1%17%13.9%9.3%9.3%8.5%4.2%1.9%1.9%1.2%1.2%0.37%

  1. 1.Swarovski

    31.1%

    Held 1st. 135K estimated branded searches, 0% vs prior month. Share +1.5 points.

  2. 2.Tiffany & Co.

    17%

    Held 2nd. 74K estimated branded searches, 0% vs prior month. Share +0.8 points.

  3. 3.By Charlotte

    13.9%

    Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share +0.7 points.

  4. 4.Arms of Eve

    9.3%

    Moved from 6th to 4th. 40.5K estimated branded searches, 0% vs prior month. Share +0.5 points.

  5. 5.Sarah & Sebastian

    9.3%

    Moved from 4th to 5th. 40.5K estimated branded searches, -18.2% vs prior month. Share -1.5 points.

  6. 6.Pandora

    8.5%

    Moved from 5th to 6th. 37K estimated branded searches, -10.2% vs prior month. Share -0.5 points.

  7. 7.Mejuri

    4.2%

    Held 7th. 18.1K estimated branded searches, -33.2% vs prior month. Share -1.8 points.

  8. 8.Natasha Schweitzer

    1.9%

    Held 8th. 8.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  9. 9.Temple of the Sun

    1.9%

    Held 9th. 8.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  10. 10.Lucy Folk

    1.2%

    Held 10th. 5.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

  11. 11.Thomas Sabo

    1.2%

    Held 11th. 5.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

  12. 12.Cushla Whiting

    0.37%

    Held 12th. 1.6K estimated branded searches, -15.8% vs prior month. Share 0 points.

Compare popularity between Sarah & Sebastian and its closest rivals

Every comparison with Sarah & Sebastian

11 comparisons

How has branded search demand for Sarah & Sebastian changed in Australia over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Sarah & Sebastian in Australia fell from 49.5K to 40.5K.
  • Across the 12 months ending September 2026, Sarah & Sebastian’s share of searches among jewellery brands in Australia decreased from 10.1% to 9.3%.
  • Across the 12 months ending September 2026, Sarah & Sebastian’s share of searches among jewellery brands in Australia peaked at 12.4% in January 2026 and was lowest at 8.1% in November 2025.
  • Across the 12 months ending September 2026, Sarah & Sebastian fell from 4th to 5th among jewellery brands in Australia.

How did search popularity change for Australia jewellery brands in September 2026?

6 changes

  1. In September 2026, Swarovski gained share of searches among jewellery brands in Australia, from 29.6% to 31.1%.

  2. In September 2026, Tiffany & Co. gained share of searches among jewellery brands in Australia, from 16.2% to 17%.

  3. In September 2026, By Charlotte gained share of searches among jewellery brands in Australia, from 13.2% to 13.9%.

  4. In September 2026, Mejuri lost share of searches among jewellery brands in Australia, from 5.9% to 4.2%.

  5. In September 2026, Sarah & Sebastian lost share of searches among jewellery brands in Australia, from 10.8% to 9.3%.

  6. In September 2026, Arms of Eve rose from 6th to 4th among jewellery brands in Australia.

How are Sarah & Sebastian’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Sarah & Sebastian’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • sarah and sebastian

Do you work for Sarah & Sebastian? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Sarah & Sebastian your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free