Brandwave

By Charlotte vs Sarah & Sebastian:Which is more popular?

In September 2026, By Charlotte had more branded searches than Sarah & Sebastian among jewellery brands in Australia. By Charlotte had about 60,500 branded searches, while Sarah & Sebastian had 40,500. By Charlotte made up 13.9% of all jewellery brand searches we track, and Sarah & Sebastian accounted for 9.3%. When we asked ChatGPT and Google AI Overviews about jewellery brands, By Charlotte appeared in three of the five answers and Sarah & Sebastian in two. By Charlotte was mentioned before Sarah & Sebastian in two out of three answers that named either.

Among jewellery brands in Australia in September 2026

Who do people search for more?

By Charlotte, about 49% more searches than Sarah & Sebastian

By Charlotte 60.5K searchesSarah & Sebastian 40.5K searches

Who does AI mention more?

By Charlotte, mentioned in 3 of 5 answers, Sarah & Sebastian in 2

By Charlotte in 3 of 5Sarah & Sebastian in 2 of 5

Who does AI recommend more?

By Charlotte, named ahead of Sarah & Sebastian in 2 of 3 answers

By Charlotte first in 2Sarah & Sebastian first in 1

Follow By Charlotte vs 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

Track your brand against a rival →

Top jewellery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, By Charlotte was mentioned in three out of five: in two of the three ChatGPT answers and in one of the 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. By Charlotte was listed before Sarah & Sebastian in two out of three answers that named either.

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.

Is By Charlotte or Sarah & Sebastian more popular in search?

This chart shows how often people search Google for By Charlotte and Sarah & Sebastian 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.

By Charlotte and Sarah & Sebastian among jewellery brands in Australia, by month

Share of searches by month for By Charlotte, Sarah & Sebastian. 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%

How has the By Charlotte and Sarah & Sebastian comparison changed over the last 12 months?

3 findings

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

2 changes

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

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

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using By Charlotte’s and Sarah & Sebastian’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

By Charlotte

1 branded search term

  • by charlotte

Sarah & Sebastian

1 branded search term

  • sarah and sebastian

How the Brand Demand Index is measured

Other head-to-heads among jewellery brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free