Lucy Folk vs Swarovski:Which is more popular?
In September 2026, Swarovski had more branded searches than Lucy Folk among jewellery brands in Australia. Swarovski had about 135,000 branded searches, while Lucy Folk had 5,400. Swarovski made up 31.1% of all jewellery brand searches we track, and Lucy Folk accounted for 1.2%. When we asked ChatGPT and Google AI Overviews about jewellery brands, Swarovski appeared in two of the five answers and Lucy Folk in none.
Who do people search for more?
Swarovski, about 25 searches for every 1 for Lucy Folk
Who does AI mention more?
Swarovski, mentioned in 2 of 5 answers, Lucy Folk in 0
Who does AI recommend more?
Swarovski, the only one of the two named
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Top jewellery brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Swarovski was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Lucy Folk 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.
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
Lucy Folk0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about jewellery brands
5 answers
Asked ChatGPT
“Which jewellery brand should I buy from in Australia?”
Asked ChatGPT
“What are the best jewellery brands in Australia?”
Asked ChatGPT
“Which jewellery brand makes a good gift?”
Searched Google, AI Overview
“jewellery”
Searched Google, AI Overview
“jewellery brands”
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 Lucy Folk or Swarovski more popular in search?
This chart shows how often people search Google for Lucy Folk and Swarovski 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.
Share of searches by month for Swarovski, Lucy Folk. The figures are in the table below the chart.
View monthly share of searches table
| Month | Swarovski | Tiffany & Co. | By Charlotte | Arms of Eve | Sarah & Sebastian | Pandora | Mejuri | Natasha Schweitzer | Temple of the Sun | Lucy Folk | Thomas Sabo | Cushla Whiting |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 33.6% | 15.1% | 12.3% | 8.3% | 10.1% | 8.8% | 4.5% | 1.7% | 2% | 2% | 1.3% | 0.33% |
| Nov 2025 | 33% | 12.1% | 14.7% | 12.1% | 8.1% | 8.6% | 5.4% | 1.3% | 1.6% | 1.3% | 1.3% | 0.25% |
| Dec 2025 | 37.6% | 13.7% | 11.3% | 9.2% | 9.2% | 9.4% | 3.4% | 1.2% | 1.8% | 1.5% | 1.2% | 0.2% |
| Jan 2026 | 33.8% | 15.2% | 12.4% | 8.3% | 12.4% | 7.2% | 3.7% | 1.7% | 2% | 1.7% | 1.4% | 0.33% |
| Feb 2026 | 36.3% | 16.3% | 10.9% | 7.3% | 10.9% | 7.7% | 4% | 1.5% | 1.8% | 1.8% | 1.2% | 0.35% |
| Mar 2026 | 30.9% | 17% | 13.9% | 9.3% | 11.3% | 6.6% | 4.1% | 1.9% | 1.9% | 1.5% | 1.2% | 0.37% |
| Apr 2026 | 30.4% | 16.7% | 13.6% | 9.1% | 11.1% | 7.6% | 5% | 1.8% | 1.8% | 1.5% | 0.99% | 0.36% |
| May 2026 | 35.1% | 15.7% | 12.9% | 7% | 10.5% | 7.9% | 4.7% | 1.7% | 1.7% | 1.4% | 0.94% | 0.34% |
| Jun 2026 | 35.6% | 16% | 13.1% | 8.7% | 8.7% | 7.6% | 3.9% | 1.4% | 2.1% | 1.4% | 0.95% | 0.35% |
| Jul 2026 | 32.4% | 17.7% | 11.9% | 7.9% | 9.7% | 8.4% | 5.3% | 1.9% | 1.9% | 1.1% | 1.3% | 0.38% |
| Aug 2026 | 29.6% | 16.2% | 13.2% | 8.9% | 10.8% | 9% | 5.9% | 1.8% | 1.8% | 1.2% | 1.2% | 0.42% |
| Sep 2026 | 31.1% | 17% | 13.9% | 9.3% | 9.3% | 8.5% | 4.2% | 1.9% | 1.9% | 1.2% | 1.2% | 0.37% |
How has the Lucy Folk and Swarovski comparison changed over the last 12 months?
3 findings
- Swarovski was ahead of Lucy Folk in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Lucy Folk’s share of searches among jewellery brands in Australia moved from 2% to 1.2%, and its estimated monthly branded searches moved from 9.9K to 5.4K.
- Across the 12 months ending September 2026, Swarovski’s share of searches among jewellery brands in Australia moved from 33.6% to 31.1%, and its estimated monthly branded searches moved from 165K to 135K.
How did search popularity change for Australia jewellery brands in September 2026?
2 changes
In September 2026, Swarovski gained share of searches among jewellery brands in Australia, from 29.6% to 31.1%.
Estimated monthly branded searches for Lucy Folk in Australia fell 45.5% over 12 measured months, from 9.9K to 5.4K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Lucy Folk’s and Swarovski’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.
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