Jewellery retailers in Australia:Which are most popular?

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

In September 2026, Prouds was the most searched jewellery retailer in Australia, accounting for 26.9% of all searches among the nine retailers we track. When we checked with ChatGPT and Google AI Overviews, Cullen Jewellery was mentioned most often, in three of the five answers. Cullen Jewellery was recommended most often, coming first in one out of three responses that gave a list.

Follow jewellery retailers 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

Track your brand in this set →

Top jewellery retailers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Cullen Jewellery was mentioned most often, in three of the five answers. Cullen Jewellery was recommended most often, coming first in one out of three answers that gave a list. Larsen Jewellery was second, and Shiels was third. Prouds, which ranked first 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
Cullen Jewellery	Named in 3 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	3 of 5
Michael Hill	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Larsen Jewellery	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Shiels	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Prouds	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Lovisa	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Angus & Coote	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Pandora	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Goldmark	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

Cullen Jewellery3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Michael Hill2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Larsen Jewellery2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Shiels1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Prouds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Lovisa0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Angus & Coote0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Pandora0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Goldmark0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about jewellery retailers

5 answers

Asked ChatGPT
“Where should I buy an engagement ring in Australia?”
Asked ChatGPT
“What are the best jewellery stores in Australia?”
1. 1Larsen Jewellery
2. 2Cullen Jewellery
Asked ChatGPT
“Which jewellery store in Australia has the best value on gold and diamonds?”
1. 1Cullen Jewellery
2. 2Shiels
Searched Google, AI Overview
“jewellery stores”
Searched Google, AI Overview
“engagement rings”
1. 1Michael Hill

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Which jewellery retailers do people search for most?

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

Share of searches among jewellery retailers in Australia, by month

Month	Prouds	Lovisa	Michael Hill	Angus & Coote	Shiels	Pandora	Cullen Jewellery	Goldmark	Larsen Jewellery
Oct 2025	25.3%	25.3%	20.8%	9.3%	7.6%	3.5%	4.2%	3.4%	0.68%
Nov 2025	25.7%	21%	21%	7.7%	7.7%	10.7%	2.3%	3.5%	0.38%
Dec 2025	27%	18%	18%	9.9%	9.9%	11.2%	2%	3.6%	0.39%
Jan 2026	28%	18.8%	18.8%	10.3%	8.4%	8%	3.8%	3.1%	0.75%
Feb 2026	25.7%	21%	21%	9.4%	7.7%	7.6%	3.5%	3.5%	0.68%
Mar 2026	23.3%	23.3%	19%	10.4%	8.5%	6.9%	4.7%	3.1%	0.76%
Apr 2026	27.1%	22.2%	18.1%	9.9%	8.1%	6.5%	4.4%	3%	0.72%
May 2026	26.4%	21.6%	17.6%	9.7%	7.9%	8.1%	4.3%	3.6%	0.71%
Jun 2026	23.4%	23.4%	19.1%	10.5%	8.6%	7.2%	3.9%	3.1%	0.76%
Jul 2026	23.4%	23.4%	19.1%	10.5%	8.6%	6.1%	4.7%	3.1%	0.94%
Aug 2026	26.6%	21.7%	17.7%	9.7%	8%	6.6%	5.3%	3.6%	0.71%
Sep 2026	26.9%	22%	18%	9.9%	8.1%	7%	4.4%	3%	0.72%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Prouds	26.9%	165K	0%	+0.4 points
2, held 2nd	Lovisa	22%	135K	0%	+0.3 points
3, held 3rd	Michael Hill	18%	110K	0%	+0.2 points
4, held 4th	Angus & Coote	9.9%	60.5K	0%	+0.1 points
5, held 5th	Shiels	8.1%	49.5K	0%	+0.1 points
6, held 6th	Pandora	7%	43K	+4.4%	+0.4 points
7, held 7th	Cullen Jewellery	4.4%	27.1K	-18.1%	-0.9 points
8, held 8th	Goldmark	3%	18.1K	-18.5%	-0.6 points
9, held 9th	Larsen Jewellery	0.72%	4.4K	0%	0 points

1.Prouds
26.9%
Held 1st. 165K estimated branded searches, 0% vs prior month. Share +0.4 points.
2.Lovisa
22%
Held 2nd. 135K estimated branded searches, 0% vs prior month. Share +0.3 points.
3.Michael Hill
18%
Held 3rd. 110K estimated branded searches, 0% vs prior month. Share +0.2 points.
4.Angus & Coote
9.9%
Held 4th. 60.5K estimated branded searches, 0% vs prior month. Share +0.1 points.
5.Shiels
8.1%
Held 5th. 49.5K estimated branded searches, 0% vs prior month. Share +0.1 points.
6.Pandora
7%
Held 6th. 43K estimated branded searches, +4.4% vs prior month. Share +0.4 points.
7.Cullen Jewellery
4.4%
Held 7th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.9 points.
8.Goldmark
3%
Held 8th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.6 points.
9.Larsen Jewellery
0.72%
Held 9th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

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

9 brands

In September 2026, Prouds was the most searched among jewellery retailers in Australia, with an estimated 165K branded searches, 26.9% of all searches for the nine we track. Lovisa is in 2nd place, 4.9 percentage points behind at 22%.

Australia jewellery retailers, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Prouds	25.3% → 26.9%	28%Jan 2026	23.3%Mar 2026	2nd → 1st
Lovisa	25.3% → 22%	25.3%Oct 2025	18%Dec 2025	1st → 2nd
Michael Hill	20.8% → 18%	21%Feb 2026	17.6%May 2026	3rd
Angus & Coote	9.3% → 9.9%	10.5%Jul 2026	7.7%Nov 2025	4th
Shiels	7.6% → 8.1%	9.9%Dec 2025	7.6%Oct 2025	5th
Pandora	3.5% → 7%	11.2%Dec 2025	3.5%Oct 2025	7th → 6th
Cullen Jewellery	4.2% → 4.4%	5.3%Aug 2026	2%Dec 2025	6th → 7th
Goldmark	3.4% → 3%	3.6%Dec 2025	3%Sep 2026	8th
Larsen Jewellery	0.68% → 0.72%	0.94%Jul 2026	0.38%Nov 2025	9th

Each finding as a sentence

Across the 12 months ending September 2026, Prouds’ share of searches among jewellery retailers in Australia increased from 25.3% to 26.9%.
Across the 12 months ending September 2026, Lovisa’s share of searches among jewellery retailers in Australia decreased from 25.3% to 22%.
Across the 12 months ending September 2026, Michael Hill’s share of searches among jewellery retailers in Australia decreased from 20.8% to 18%.
Across the 12 months ending September 2026, Angus & Coote’s share of searches among jewellery retailers in Australia increased from 9.3% to 9.9%.
Across the 12 months ending September 2026, Pandora’s share of searches among jewellery retailers in Australia increased from 3.5% to 7%.
Across the 12 months ending September 2026, Prouds’ share of searches among jewellery retailers in Australia peaked at 28% in January 2026 and was lowest at 23.3% in March 2026.
Across the 12 months ending September 2026, Lovisa’s share of searches among jewellery retailers in Australia peaked at 25.3% in October 2025 and was lowest at 18% in December 2025.
Across the 12 months ending September 2026, Michael Hill’s share of searches among jewellery retailers in Australia peaked at 21% in February 2026 and was lowest at 17.6% in May 2026.
Across the 12 months ending September 2026, Angus & Coote’s share of searches among jewellery retailers in Australia peaked at 10.5% in July 2026 and was lowest at 7.7% in November 2025.
Across the 12 months ending September 2026, Shiels’ share of searches among jewellery retailers in Australia peaked at 9.9% in December 2025 and was lowest at 7.6% in October 2025.
Across the 12 months ending September 2026, Pandora’s share of searches among jewellery retailers in Australia peaked at 11.2% in December 2025 and was lowest at 3.5% in October 2025.
Across the 12 months ending September 2026, Cullen Jewellery’s share of searches among jewellery retailers in Australia peaked at 5.3% in August 2026 and was lowest at 2% in December 2025.
Across the 12 months ending September 2026, Prouds rose from 2nd to 1st among jewellery retailers in Australia.
Across the 12 months ending September 2026, Lovisa fell from 1st to 2nd among jewellery retailers in Australia.
Across the 12 months ending September 2026, Pandora rose from 7th to 6th among jewellery retailers in Australia.
Across the 12 months ending September 2026, Cullen Jewellery fell from 6th to 7th among jewellery retailers in Australia.
Across the 12 months ending September 2026, Shiels, Goldmark and Larsen Jewellery held steady: their share of searches among jewellery retailers in Australia each moved less than 0.5 percentage points.

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

8 changes

In September 2026, Cullen Jewellery lost share of searches among jewellery retailers in Australia, from 5.3% to 4.4%.
In September 2026, Goldmark lost share of searches among jewellery retailers in Australia, from 3.6% to 3%.
Prouds’ share of searches among jewellery retailers in Australia has gained ground for 3 months in a row, from 23.4% to 26.9% in September 2026.
Estimated monthly branded searches for Pandora in Australia rose 53.6% over 12 measured months, from 28K to 43K in September 2026.
Estimated monthly branded searches for Michael Hill in Australia fell 33.3% over 12 measured months, from 165K to 110K in September 2026.
Estimated monthly branded searches for Lovisa in Australia fell 32.8% over 12 measured months, from 201K to 135K in September 2026.
Estimated monthly branded searches for Larsen Jewellery in Australia fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.
Estimated monthly branded searches for Angus & Coote in Australia fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.

How are branded searches counted for jewellery retailers?

11 search terms

Each brand's share of searches among jewellery retailers 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.