---
title: "Jewellery retailers in Australia: Which are searched most?"
description: "Compare the stores people buy jewellery and engagement rings from. Share of Search among Prouds, Lovisa, Michael Hill, Angus & Coote, Shiels, Pandora, Cullen Jewellery, Goldmark and Larsen Jewellery, the jewellery retailers Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/au/categories/au-jewellery-retailers"
publisher: "Brandwave"
---

# Jewellery retailers in Australia: Which are searched most?

Compare the stores people buy jewellery and engagement rings from. Share of Search among Prouds, Lovisa, Michael Hill, Angus & Coote, Shiels, Pandora, Cullen Jewellery, Goldmark and Larsen Jewellery, the jewellery retailers Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Jewellery retailers
- **Market**: Australia
- **Brands compared**: 9
- **Month measured**: Sep 2026
- **Highest Share of Search**: Prouds, 26.9%

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

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Cullen Jewellery | 1st | 3 of 3 | 0 of 2 | 3 of 5 |
| Larsen Jewellery | 2nd | 2 of 3 | 0 of 2 | 2 of 5 |
| Shiels | 3rd | 1 of 3 | 0 of 2 | 1 of 5 |
| Michael Hill | 4th | 1 of 3 | 1 of 2 | 2 of 5 |
| Prouds | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Lovisa | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Angus & Coote | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Pandora | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Goldmark | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about jewellery retailers

- Asked ChatGPT "Where should I buy an engagement ring in Australia?": 1. Larsen Jewellery, 2. Cullen Jewellery, 3. Michael Hill
- Asked ChatGPT "What are the best jewellery stores in Australia?": 1. Larsen Jewellery, 2. Cullen Jewellery
- Asked ChatGPT "Which jewellery store in Australia has the best value on gold and diamonds?": 1. Cullen Jewellery, 2. Shiels
- Searched Google, AI Overview "jewellery stores": named none of the brands we track
- Searched Google, AI Overview "engagement rings": 1. Michael Hill

Not named in any answer: Prouds, Lovisa, Angus & Coote, Pandora and Goldmark.

Brands are listed in the order each answer named them. The answers were collected in Australia on October 22, 2026.

## Compare search popularity between leading brands

- [Prouds vs Lovisa: compare search popularity](/demand/au/compare/lovisa-vs-prouds): 26.9% against 22% Share of Search.
- [Prouds vs Michael Hill: compare search popularity](/demand/au/compare/michael-hill-vs-prouds): 26.9% against 18% Share of Search.
- [Prouds vs Angus & Coote: compare search popularity](/demand/au/compare/angus-and-coote-vs-prouds): 26.9% against 9.9% Share of Search.
- [Prouds vs Shiels: compare search popularity](/demand/au/compare/prouds-vs-shiels): 26.9% against 8.1% Share of Search.
- [Lovisa vs Michael Hill: compare search popularity](/demand/au/compare/lovisa-vs-michael-hill): 22% against 18% Share of Search.
- [Lovisa vs Angus & Coote: compare search popularity](/demand/au/compare/angus-and-coote-vs-lovisa): 22% against 9.9% Share of Search.
- [Lovisa vs Shiels: compare search popularity](/demand/au/compare/lovisa-vs-shiels): 22% against 8.1% Share of Search.
- [Michael Hill vs Angus & Coote: compare search popularity](/demand/au/compare/angus-and-coote-vs-michael-hill): 18% against 9.9% Share of Search.
- [Michael Hill vs Shiels: compare search popularity](/demand/au/compare/michael-hill-vs-shiels): 18% against 8.1% Share of Search.
- [Angus & Coote vs Shiels: compare search popularity](/demand/au/compare/angus-and-coote-vs-shiels): 9.9% against 8.1% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Prouds | 26.9% | 165K | 0.0% | Prouds |
| 2 | Lovisa | 22% | 135K | 0.0% | Lovisa |
| 3 | Michael Hill | 18% | 110K | 0.0% | Michael Hill |
| 4 | Angus & Coote | 9.9% | 60.5K | 0.0% | Angus & Coote |
| 5 | Shiels | 8.1% | 49.5K | 0.0% | Shiels |
| 6 | Pandora | 7% | 43K | +4.4% | Pandora |
| 7 | Cullen Jewellery | 4.4% | 27.1K | -18.1% | Cullen Jewellery |
| 8 | Goldmark | 3% | 18.1K | -18.5% | Pascoes Group |
| 9 | Larsen Jewellery | 0.72% | 4.4K | 0.0% | Larsen Jewellery |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Lovisa | 201K | 25.3% | 1 |
| Oct 2025 | Prouds | 201K | 25.3% | 2 |
| Oct 2025 | Michael Hill | 165K | 20.8% | 3 |
| Oct 2025 | Angus & Coote | 74K | 9.3% | 4 |
| Oct 2025 | Shiels | 60.5K | 7.6% | 5 |
| Oct 2025 | Cullen Jewellery | 33.1K | 4.2% | 6 |
| Oct 2025 | Pandora | 28K | 3.5% | 7 |
| Oct 2025 | Goldmark | 27.1K | 3.4% | 8 |
| Oct 2025 | Larsen Jewellery | 5.4K | 0.68% | 9 |
| Nov 2025 | Prouds | 301K | 25.7% | 1 |
| Nov 2025 | Lovisa | 246K | 21% | 2 |
| Nov 2025 | Michael Hill | 246K | 21% | 3 |
| Nov 2025 | Pandora | 125K | 10.7% | 4 |
| Nov 2025 | Angus & Coote | 90.5K | 7.7% | 5 |
| Nov 2025 | Shiels | 90.5K | 7.7% | 6 |
| Nov 2025 | Goldmark | 40.5K | 3.5% | 7 |
| Nov 2025 | Cullen Jewellery | 27.1K | 2.3% | 8 |
| Nov 2025 | Larsen Jewellery | 4.4K | 0.38% | 9 |
| Dec 2025 | Prouds | 301K | 27% | 1 |
| Dec 2025 | Lovisa | 201K | 18% | 2 |
| Dec 2025 | Michael Hill | 201K | 18% | 3 |
| Dec 2025 | Pandora | 125K | 11.2% | 4 |
| Dec 2025 | Angus & Coote | 110K | 9.9% | 5 |
| Dec 2025 | Shiels | 110K | 9.9% | 6 |
| Dec 2025 | Goldmark | 40.5K | 3.6% | 7 |
| Dec 2025 | Cullen Jewellery | 22.2K | 2% | 8 |
| Dec 2025 | Larsen Jewellery | 4.4K | 0.39% | 9 |
| Jan 2026 | Prouds | 201K | 28% | 1 |
| Jan 2026 | Lovisa | 135K | 18.8% | 2 |
| Jan 2026 | Michael Hill | 135K | 18.8% | 3 |
| Jan 2026 | Angus & Coote | 74K | 10.3% | 4 |
| Jan 2026 | Shiels | 60.5K | 8.4% | 5 |
| Jan 2026 | Pandora | 57.6K | 8% | 6 |
| Jan 2026 | Cullen Jewellery | 27.1K | 3.8% | 7 |
| Jan 2026 | Goldmark | 22.2K | 3.1% | 8 |
| Jan 2026 | Larsen Jewellery | 5.4K | 0.75% | 9 |
| Feb 2026 | Prouds | 165K | 25.7% | 1 |
| Feb 2026 | Lovisa | 135K | 21% | 2 |
| Feb 2026 | Michael Hill | 135K | 21% | 3 |
| Feb 2026 | Angus & Coote | 60.5K | 9.4% | 4 |
| Feb 2026 | Shiels | 49.5K | 7.7% | 5 |
| Feb 2026 | Pandora | 48.6K | 7.6% | 6 |
| Feb 2026 | Cullen Jewellery | 22.2K | 3.5% | 7 |
| Feb 2026 | Goldmark | 22.2K | 3.5% | 8 |
| Feb 2026 | Larsen Jewellery | 4.4K | 0.68% | 9 |
| Mar 2026 | Lovisa | 135K | 23.3% | 1 |
| Mar 2026 | Prouds | 135K | 23.3% | 2 |
| Mar 2026 | Michael Hill | 110K | 19% | 3 |
| Mar 2026 | Angus & Coote | 60.5K | 10.4% | 4 |
| Mar 2026 | Shiels | 49.5K | 8.5% | 5 |
| Mar 2026 | Pandora | 39.7K | 6.9% | 6 |
| Mar 2026 | Cullen Jewellery | 27.1K | 4.7% | 7 |
| Mar 2026 | Goldmark | 18.1K | 3.1% | 8 |
| Mar 2026 | Larsen Jewellery | 4.4K | 0.76% | 9 |
| Apr 2026 | Prouds | 165K | 27.1% | 1 |
| Apr 2026 | Lovisa | 135K | 22.2% | 2 |
| Apr 2026 | Michael Hill | 110K | 18.1% | 3 |
| Apr 2026 | Angus & Coote | 60.5K | 9.9% | 4 |
| Apr 2026 | Shiels | 49.5K | 8.1% | 5 |
| Apr 2026 | Pandora | 39.7K | 6.5% | 6 |
| Apr 2026 | Cullen Jewellery | 27.1K | 4.4% | 7 |
| Apr 2026 | Goldmark | 18.1K | 3% | 8 |
| Apr 2026 | Larsen Jewellery | 4.4K | 0.72% | 9 |
| May 2026 | Prouds | 165K | 26.4% | 1 |
| May 2026 | Lovisa | 135K | 21.6% | 2 |
| May 2026 | Michael Hill | 110K | 17.6% | 3 |
| May 2026 | Angus & Coote | 60.5K | 9.7% | 4 |
| May 2026 | Pandora | 50.4K | 8.1% | 5 |
| May 2026 | Shiels | 49.5K | 7.9% | 6 |
| May 2026 | Cullen Jewellery | 27.1K | 4.3% | 7 |
| May 2026 | Goldmark | 22.2K | 3.6% | 8 |
| May 2026 | Larsen Jewellery | 4.4K | 0.71% | 9 |
| Jun 2026 | Lovisa | 135K | 23.4% | 1 |
| Jun 2026 | Prouds | 135K | 23.4% | 2 |
| Jun 2026 | Michael Hill | 110K | 19.1% | 3 |
| Jun 2026 | Angus & Coote | 60.5K | 10.5% | 4 |
| Jun 2026 | Shiels | 49.5K | 8.6% | 5 |
| Jun 2026 | Pandora | 41.2K | 7.2% | 6 |
| Jun 2026 | Cullen Jewellery | 22.2K | 3.9% | 7 |
| Jun 2026 | Goldmark | 18.1K | 3.1% | 8 |
| Jun 2026 | Larsen Jewellery | 4.4K | 0.76% | 9 |
| Jul 2026 | Lovisa | 135K | 23.4% | 1 |
| Jul 2026 | Prouds | 135K | 23.4% | 2 |
| Jul 2026 | Michael Hill | 110K | 19.1% | 3 |
| Jul 2026 | Angus & Coote | 60.5K | 10.5% | 4 |
| Jul 2026 | Shiels | 49.5K | 8.6% | 5 |
| Jul 2026 | Pandora | 35.2K | 6.1% | 6 |
| Jul 2026 | Cullen Jewellery | 27.1K | 4.7% | 7 |
| Jul 2026 | Goldmark | 18.1K | 3.1% | 8 |
| Jul 2026 | Larsen Jewellery | 5.4K | 0.94% | 9 |
| Aug 2026 | Prouds | 165K | 26.6% | 1 |
| Aug 2026 | Lovisa | 135K | 21.7% | 2 |
| Aug 2026 | Michael Hill | 110K | 17.7% | 3 |
| Aug 2026 | Angus & Coote | 60.5K | 9.7% | 4 |
| Aug 2026 | Shiels | 49.5K | 8% | 5 |
| Aug 2026 | Pandora | 41.2K | 6.6% | 6 |
| Aug 2026 | Cullen Jewellery | 33.1K | 5.3% | 7 |
| Aug 2026 | Goldmark | 22.2K | 3.6% | 8 |
| Aug 2026 | Larsen Jewellery | 4.4K | 0.71% | 9 |
| Sep 2026 | Prouds | 165K | 26.9% | 1 |
| Sep 2026 | Lovisa | 135K | 22% | 2 |
| Sep 2026 | Michael Hill | 110K | 18% | 3 |
| Sep 2026 | Angus & Coote | 60.5K | 9.9% | 4 |
| Sep 2026 | Shiels | 49.5K | 8.1% | 5 |
| Sep 2026 | Pandora | 43K | 7% | 6 |
| Sep 2026 | Cullen Jewellery | 27.1K | 4.4% | 7 |
| Sep 2026 | Goldmark | 18.1K | 3% | 8 |
| Sep 2026 | Larsen Jewellery | 4.4K | 0.72% | 9 |

## What is being compared

- **Angus & Coote**: Measured on the search terms “angus & coote” and “angus and coote”, summed into one figure.
- **Cullen Jewellery**: Measured on the search term “cullen jewellery”.
- **Goldmark**: Measured on the search term “goldmark”.
- **Larsen Jewellery**: Measured on the search term “larsen jewellery”.
- **Lovisa**: Measured on the search term “lovisa”.
- **Michael Hill**: Measured on the search term “michael hill”.
- **Pandora**: Measured on the search terms “pandora australia” and “pandora jewellery”, summed into one figure.
- **Prouds**: Measured on the search term “prouds”.
- **Shiels**: Measured on the search term “shiels”.

- [Angus & Coote](/demand/au/brands/angus-and-coote)
- [Cullen Jewellery](/demand/au/brands/cullen-jewellery)
- [Goldmark](/demand/au/brands/goldmark)
- [Larsen Jewellery](/demand/au/brands/larsen-jewellery)
- [Lovisa](/demand/au/brands/lovisa)
- [Michael Hill](/demand/au/brands/michael-hill)
- [Pandora](/demand/au/brands/pandora)
- [Prouds](/demand/au/brands/prouds)
- [Shiels](/demand/au/brands/shiels)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Jewellery retailers in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-jewellery-retailers

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-jewellery-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.