--- title: "Cullen Jewellery vs Michael Hill: Which is searched more in Australia?" description: "Is Cullen Jewellery or Michael Hill more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Jewellery retailers set in Australia. 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/compare/cullen-jewellery-vs-michael-hill" publisher: "Brandwave" --- # Cullen Jewellery vs Michael Hill: Which is searched more in Australia? Is Cullen Jewellery or Michael Hill more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Jewellery retailers set in Australia. 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 - **Compared**: Cullen Jewellery and Michael Hill - **Competitive set**: Jewellery retailers - **Market**: Australia - **Month measured**: Sep 2026 - **Cullen Jewellery Share of Search**: 4.4% - **Michael Hill Share of Search**: 18% ## Is Cullen Jewellery or Michael Hill more popular in search? - In September 2026, Michael Hill had more branded searches than Cullen Jewellery among jewellery retailers in Australia. Michael Hill had about 110,000 branded searches, while Cullen Jewellery had 27,100. Michael Hill made up 18% of all jewellery retailer searches we track, and Cullen Jewellery accounted for 4.4%. - Michael Hill was ahead of Cullen Jewellery in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Cullen Jewellery’s share of searches among jewellery retailers in Australia moved from 4.2% to 4.4%, and its estimated monthly branded searches moved from 33.1K to 27.1K. - Across the 12 months ending September 2026, Michael Hill’s share of searches among jewellery retailers in Australia moved from 20.8% to 18%, and its estimated monthly branded searches moved from 165K to 110K. ## Top jewellery retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Cullen Jewellery was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Michael Hill was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Cullen Jewellery was listed before Michael Hill in every answer. 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. ## 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%. - Estimated monthly branded searches for Michael Hill in Australia fell 33.3% over 12 measured months, from 165K to 110K in September 2026. ## Month by month | Month | Cullen Jewellery estimated searches | Cullen Jewellery Share of Search | Cullen Jewellery rank | Michael Hill estimated searches | Michael Hill Share of Search | Michael Hill rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 33.1K | 4.2% | 6 | 165K | 20.8% | 3 | | Nov 2025 | 27.1K | 2.3% | 8 | 246K | 21% | 3 | | Dec 2025 | 22.2K | 2% | 8 | 201K | 18% | 3 | | Jan 2026 | 27.1K | 3.8% | 7 | 135K | 18.8% | 3 | | Feb 2026 | 22.2K | 3.5% | 7 | 135K | 21% | 3 | | Mar 2026 | 27.1K | 4.7% | 7 | 110K | 19% | 3 | | Apr 2026 | 27.1K | 4.4% | 7 | 110K | 18.1% | 3 | | May 2026 | 27.1K | 4.3% | 7 | 110K | 17.6% | 3 | | Jun 2026 | 22.2K | 3.9% | 7 | 110K | 19.1% | 3 | | Jul 2026 | 27.1K | 4.7% | 7 | 110K | 19.1% | 3 | | Aug 2026 | 33.1K | 5.3% | 7 | 110K | 17.7% | 3 | | Sep 2026 | 27.1K | 4.4% | 7 | 110K | 18% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Cullen Jewellery’s and Michael Hill’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. - **Cullen Jewellery**: Measured on the search term “cullen jewellery”. - **Michael Hill**: Measured on the search term “michael hill”. - [Cullen Jewellery profile](/demand/au/brands/cullen-jewellery) - [Michael Hill profile](/demand/au/brands/michael-hill) - [All jewellery retailers in Australia](/demand/au/categories/au-jewellery-retailers): The set both shares are measured inside, 9 brands. ## 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 ### Is Cullen Jewellery or Michael Hill more popular in search? In September 2026, Michael Hill had more branded searches than Cullen Jewellery among jewellery retailers in Australia. Michael Hill had about 110,000 branded searches, while Cullen Jewellery had 27,100. Michael Hill made up 18% of all jewellery retailer searches we track, and Cullen Jewellery accounted for 4.4%. ## Cite this page Brandwave. "Cullen Jewellery vs Michael Hill: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/cullen-jewellery-vs-michael-hill This page is also available as HTML at https://gobrandwave.com/demand/au/compare/cullen-jewellery-vs-michael-hill. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.