Jewellery brands in Australia:Which are most popular?

Name: Jewellery brands in Australia: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Swarovski was the most searched jewellery brand in Australia, accounting for 31.1% of all searches among the 12 brands we track. When we checked with ChatGPT and Google AI Overviews, Tiffany & Co., By Charlotte and Temple of the Sun were mentioned most often, in three of the five answers. By Charlotte was recommended most often, coming first in one out of four responses that gave a list.

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Top jewellery brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Tiffany & Co., By Charlotte and Temple of the Sun were mentioned most often, in three of the five answers. By Charlotte was recommended most often, coming first in one out of four answers that gave a list. Temple of the Sun was second, and Sarah & Sebastian was third. Natasha Schweitzer, which ranked eighth in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Tiffany & Co.	Named in 1 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	3 of 5
By Charlotte	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Temple of the Sun	Named in 3 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	3 of 5
Swarovski	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Arms of Eve	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Sarah & Sebastian	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Mejuri	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Cushla Whiting	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Pandora	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Natasha Schweitzer	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Lucy Folk	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Thomas Sabo	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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
Lucy Folk0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Thomas Sabo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about jewellery brands

5 answers

Asked ChatGPT
“Which jewellery brand should I buy from in Australia?”
Asked ChatGPT
“What are the best jewellery brands in Australia?”
Asked ChatGPT
“Which jewellery brand makes a good gift?”
Searched Google, AI Overview
“jewellery”
1. 1Tiffany & Co.
Searched Google, AI Overview
“jewellery brands”

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 do people search for most?

This chart shows how often people search Google for each jewellery brand by name. Each line represents a brand's share of searches for all 12 jewellery brands we track, month by month, from searches in Australia.

Share of searches among jewellery brands in Australia, by month

Month	Swarovski	Tiffany & Co.	By Charlotte	Arms of Eve	Sarah & Sebastian	Pandora	Mejuri	Natasha Schweitzer	Temple of the Sun	Lucy Folk	Thomas Sabo	Cushla Whiting
Oct 2025	33.6%	15.1%	12.3%	8.3%	10.1%	8.8%	4.5%	1.7%	2%	2%	1.3%	0.33%
Nov 2025	33%	12.1%	14.7%	12.1%	8.1%	8.6%	5.4%	1.3%	1.6%	1.3%	1.3%	0.25%
Dec 2025	37.6%	13.7%	11.3%	9.2%	9.2%	9.4%	3.4%	1.2%	1.8%	1.5%	1.2%	0.2%
Jan 2026	33.8%	15.2%	12.4%	8.3%	12.4%	7.2%	3.7%	1.7%	2%	1.7%	1.4%	0.33%
Feb 2026	36.3%	16.3%	10.9%	7.3%	10.9%	7.7%	4%	1.5%	1.8%	1.8%	1.2%	0.35%
Mar 2026	30.9%	17%	13.9%	9.3%	11.3%	6.6%	4.1%	1.9%	1.9%	1.5%	1.2%	0.37%
Apr 2026	30.4%	16.7%	13.6%	9.1%	11.1%	7.6%	5%	1.8%	1.8%	1.5%	0.99%	0.36%
May 2026	35.1%	15.7%	12.9%	7%	10.5%	7.9%	4.7%	1.7%	1.7%	1.4%	0.94%	0.34%
Jun 2026	35.6%	16%	13.1%	8.7%	8.7%	7.6%	3.9%	1.4%	2.1%	1.4%	0.95%	0.35%
Jul 2026	32.4%	17.7%	11.9%	7.9%	9.7%	8.4%	5.3%	1.9%	1.9%	1.1%	1.3%	0.38%
Aug 2026	29.6%	16.2%	13.2%	8.9%	10.8%	9%	5.9%	1.8%	1.8%	1.2%	1.2%	0.42%
Sep 2026	31.1%	17%	13.9%	9.3%	9.3%	8.5%	4.2%	1.9%	1.9%	1.2%	1.2%	0.37%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Swarovski	31.1%	135K	0%	+1.5 points
2, held 2nd	Tiffany & Co.	17%	74K	0%	+0.8 points
3, held 3rd	By Charlotte	13.9%	60.5K	0%	+0.7 points
4, moved from 6th to 4th	Arms of Eve	9.3%	40.5K	0%	+0.5 pointsmoved from 6th to 4th
5, moved from 4th to 5th	Sarah & Sebastian	9.3%	40.5K	-18.2%	-1.5 pointsmoved from 4th to 5th
6, moved from 5th to 6th	Pandora	8.5%	37K	-10.2%	-0.5 pointsmoved from 5th to 6th
7, held 7th	Mejuri	4.2%	18.1K	-33.2%	-1.8 points
8, held 8th	Natasha Schweitzer	1.9%	8.1K	0%	+0.1 points
9, held 9th	Temple of the Sun	1.9%	8.1K	0%	+0.1 points
10, held 10th	Lucy Folk	1.2%	5.4K	0%	+0.1 points
11, held 11th	Thomas Sabo	1.2%	5.4K	0%	+0.1 points
12, held 12th	Cushla Whiting	0.37%	1.6K	-15.8%	0 points

1.Swarovski
31.1%
Held 1st. 135K estimated branded searches, 0% vs prior month. Share +1.5 points.
2.Tiffany & Co.
17%
Held 2nd. 74K estimated branded searches, 0% vs prior month. Share +0.8 points.
3.By Charlotte
13.9%
Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share +0.7 points.
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.Sarah & Sebastian
9.3%
Moved from 4th to 5th. 40.5K estimated branded searches, -18.2% vs prior month. Share -1.5 points.
6.Pandora
8.5%
Moved from 5th to 6th. 37K estimated branded searches, -10.2% vs prior month. Share -0.5 points.
7.Mejuri
4.2%
Held 7th. 18.1K estimated branded searches, -33.2% vs prior month. Share -1.8 points.
8.Natasha Schweitzer
1.9%
Held 8th. 8.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
9.Temple of the Sun
1.9%
Held 9th. 8.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
10.Lucy Folk
1.2%
Held 10th. 5.4K estimated branded searches, 0% vs prior month. Share +0.1 points.
11.Thomas Sabo
1.2%
Held 11th. 5.4K estimated branded searches, 0% vs prior month. Share +0.1 points.
12.Cushla Whiting
0.37%
Held 12th. 1.6K estimated branded searches, -15.8% vs prior month. Share 0 points.

Which brand is most popular in search among jewellery brands in Australia?

12 brands

In September 2026, Swarovski was the most searched among jewellery brands in Australia, with an estimated 135K branded searches, 31.1% of all searches for the 12 we track. Tiffany & Co. is in 2nd place, 14 percentage points behind at 17%.

Australia jewellery brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Swarovski	33.6% → 31.1%	37.6%Dec 2025	29.6%Aug 2026	1st
Tiffany & Co.	15.1% → 17%	17.7%Jul 2026	12.1%Nov 2025	2nd
By Charlotte	12.3% → 13.9%	14.7%Nov 2025	10.9%Feb 2026	3rd
Arms of Eve	8.3% → 9.3%	12.1%Nov 2025	7%May 2026	6th → 4th
Sarah & Sebastian	10.1% → 9.3%	12.4%Jan 2026	8.1%Nov 2025	4th → 5th
Pandora	8.8% → 8.5%	9.4%Dec 2025	6.6%Mar 2026	5th → 6th
Mejuri	4.5% → 4.2%	5.9%Aug 2026	3.4%Dec 2025	7th
Natasha Schweitzer	1.7% → 1.9%	1.9%Jul 2026	1.2%Dec 2025	10th → 8th
Temple of the Sun	2% → 1.9%	2.1%Jun 2026	1.6%Nov 2025	9th
Lucy Folk	2% → 1.2%	2%Oct 2025	1.1%Jul 2026	8th → 10th
Thomas Sabo	1.3% → 1.2%	1.4%Jan 2026	0.94%May 2026	11th
Cushla Whiting	0.33% → 0.37%	0.42%Aug 2026	0.2%Dec 2025	12th

Each finding as a sentence

Across the 12 months ending September 2026, Swarovski’s share of searches among jewellery brands in Australia decreased from 33.6% to 31.1%.
Across the 12 months ending September 2026, Tiffany & Co.’s share of searches among jewellery brands in Australia increased from 15.1% to 17%.
Across the 12 months ending September 2026, By Charlotte’s share of searches among jewellery brands in Australia increased from 12.3% to 13.9%.
Across the 12 months ending September 2026, Arms of Eve’s share of searches among jewellery brands in Australia increased from 8.3% to 9.3%.
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, Lucy Folk’s share of searches among jewellery brands in Australia decreased from 2% to 1.2%.
Across the 12 months ending September 2026, Swarovski’s share of searches among jewellery brands in Australia peaked at 37.6% in December 2025 and was lowest at 29.6% in August 2026.
Across the 12 months ending September 2026, Tiffany & Co.’s share of searches among jewellery brands in Australia peaked at 17.7% in July 2026 and was lowest at 12.1% in November 2025.
Across the 12 months ending September 2026, By Charlotte’s share of searches among jewellery brands in Australia peaked at 14.7% in November 2025 and was lowest at 10.9% in February 2026.
Across the 12 months ending September 2026, Arms of Eve’s share of searches among jewellery brands in Australia peaked at 12.1% in November 2025 and was lowest at 7% in May 2026.
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, Pandora’s share of searches among jewellery brands in Australia peaked at 9.4% in December 2025 and was lowest at 6.6% in March 2026.
Across the 12 months ending September 2026, Mejuri’s share of searches among jewellery brands in Australia peaked at 5.9% in August 2026 and was lowest at 3.4% in December 2025.
Across the 12 months ending September 2026, Arms of Eve rose from 6th to 4th among jewellery brands in Australia.
Across the 12 months ending September 2026, Sarah & Sebastian fell from 4th to 5th among jewellery brands in Australia.
Across the 12 months ending September 2026, Pandora fell from 5th to 6th among jewellery brands in Australia.
Across the 12 months ending September 2026, Natasha Schweitzer rose from 10th to 8th among jewellery brands in Australia.
Across the 12 months ending September 2026, Lucy Folk fell from 8th to 10th among jewellery brands in Australia.
Across the 12 months ending September 2026, Mejuri, Temple of the Sun, Thomas Sabo and Cushla Whiting held steady: their share of searches among jewellery brands in Australia each moved less than 0.5 percentage points.

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

8 changes

In September 2026, Swarovski gained share of searches among jewellery brands in Australia, from 29.6% to 31.1%.
In September 2026, Tiffany & Co. gained share of searches among jewellery brands in Australia, from 16.2% to 17%.
In September 2026, By Charlotte gained share of searches among jewellery brands in Australia, from 13.2% to 13.9%.
In September 2026, Mejuri lost share of searches among jewellery brands in Australia, from 5.9% to 4.2%.
In September 2026, Sarah & Sebastian lost share of searches among jewellery brands in Australia, from 10.8% to 9.3%.
In September 2026, Arms of Eve rose from 6th to 4th among jewellery brands in Australia.
In September 2026, Pandora fell from 5th to 6th among jewellery brands in Australia.
Estimated monthly branded searches for Lucy Folk in Australia fell 45.5% over 12 measured months, from 9.9K to 5.4K in September 2026.

How are branded searches counted for jewellery brands?

13 search terms

Each brand's share of searches among jewellery brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.