Cullen Jewellery vs Prouds:Which is more popular?
In September 2026, Prouds had more branded searches than Cullen Jewellery among jewellery retailers in Australia. Prouds had about 165,000 branded searches, while Cullen Jewellery had 27,100. Prouds made up 26.9% of all jewellery retailer searches we track, and Cullen Jewellery accounted for 4.4%. When we asked ChatGPT and Google AI Overviews about jewellery retailers, Cullen Jewellery appeared in three of the five answers and Prouds in none.
Who do people search for more?
Prouds, about 6 searches for every 1 for Cullen Jewellery
Who does AI mention more?
Cullen Jewellery, mentioned in 3 of 5 answers, Prouds in 0
Who does AI recommend more?
Cullen Jewellery, the only one of the two named
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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. Prouds did not appear in any of the five answers.
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.
- 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?”
Asked ChatGPT
“Which jewellery store in Australia has the best value on gold and diamonds?”
Searched Google, AI Overview
“jewellery stores”
Searched Google, AI Overview
“engagement rings”
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.
Is Cullen Jewellery or Prouds more popular in search?
This chart shows how often people search Google for Cullen Jewellery and Prouds 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 by month for Prouds, Cullen Jewellery. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the Cullen Jewellery and Prouds comparison changed over the last 12 months?
3 findings
- Prouds 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, Prouds’ share of searches among jewellery retailers in Australia moved from 25.3% to 26.9%, and its estimated monthly branded searches moved from 201K to 165K.
How did search popularity change for Australia jewellery retailers in September 2026?
2 changes
In September 2026, Cullen Jewellery lost share of searches among jewellery retailers in Australia, from 5.3% to 4.4%.
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Cullen Jewellery’s and Prouds’ 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
1 branded search term
- cullen jewellery
Prouds
1 branded search term
- prouds
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