--- title: "Michael Hill vs Prouds: Which is searched more in Australia?" description: "Is Michael Hill or Prouds 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/michael-hill-vs-prouds" publisher: "Brandwave" --- # Michael Hill vs Prouds: Which is searched more in Australia? Is Michael Hill or Prouds 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**: Michael Hill and Prouds - **Competitive set**: Jewellery retailers - **Market**: Australia - **Month measured**: Sep 2026 - **Michael Hill Share of Search**: 18% - **Prouds Share of Search**: 26.9% ## Is Michael Hill or Prouds more popular in search? - In September 2026, Prouds had more branded searches than Michael Hill among jewellery retailers in Australia. Prouds had about 165,000 branded searches, while Michael Hill had 110,000. Prouds made up 26.9% of all jewellery retailer searches we track, and Michael Hill accounted for 18%. - Prouds was ahead of Michael Hill in every measured month of the 12 months ending September 2026. - 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. - 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. ## Top jewellery retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and 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. Prouds did not appear in any of the five answers. 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? - 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 Michael Hill in Australia fell 33.3% over 12 measured months, from 165K to 110K in September 2026. ## Month by month | Month | Michael Hill estimated searches | Michael Hill Share of Search | Michael Hill rank | Prouds estimated searches | Prouds Share of Search | Prouds rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 165K | 20.8% | 3 | 201K | 25.3% | 2 | | Nov 2025 | 246K | 21% | 3 | 301K | 25.7% | 1 | | Dec 2025 | 201K | 18% | 3 | 301K | 27% | 1 | | Jan 2026 | 135K | 18.8% | 3 | 201K | 28% | 1 | | Feb 2026 | 135K | 21% | 3 | 165K | 25.7% | 1 | | Mar 2026 | 110K | 19% | 3 | 135K | 23.3% | 2 | | Apr 2026 | 110K | 18.1% | 3 | 165K | 27.1% | 1 | | May 2026 | 110K | 17.6% | 3 | 165K | 26.4% | 1 | | Jun 2026 | 110K | 19.1% | 3 | 135K | 23.4% | 2 | | Jul 2026 | 110K | 19.1% | 3 | 135K | 23.4% | 2 | | Aug 2026 | 110K | 17.7% | 3 | 165K | 26.6% | 1 | | Sep 2026 | 110K | 18% | 3 | 165K | 26.9% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using Michael Hill’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. - **Michael Hill**: Measured on the search term “michael hill”. - **Prouds**: Measured on the search term “prouds”. - [Michael Hill profile](/demand/au/brands/michael-hill) - [Prouds profile](/demand/au/brands/prouds) - [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 Michael Hill or Prouds more popular in search? In September 2026, Prouds had more branded searches than Michael Hill among jewellery retailers in Australia. Prouds had about 165,000 branded searches, while Michael Hill had 110,000. Prouds made up 26.9% of all jewellery retailer searches we track, and Michael Hill accounted for 18%. ## Cite this page Brandwave. "Michael Hill vs Prouds: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/michael-hill-vs-prouds This page is also available as HTML at https://gobrandwave.com/demand/au/compare/michael-hill-vs-prouds. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.