Michael Hill vs Shiels:Which is more popular?
In September 2026, Michael Hill had more branded searches than Shiels among jewellery retailers in Australia. Michael Hill had about 110,000 branded searches, while Shiels had 49,500. Michael Hill made up 18% of all jewellery retailer searches we track, and Shiels accounted for 8.1%. When we asked ChatGPT and Google AI Overviews about jewellery retailers, Michael Hill appeared in two of the five answers and Shiels in one. Michael Hill and Shiels were each mentioned first in one of the two answers that named either.
Who do people search for more?
Michael Hill, about 2 searches for every 1 for Shiels
Who does AI mention more?
Michael Hill, mentioned in 2 of 5 answers, Shiels in 1
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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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. Shiels was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Michael Hill and Shiels were each listed first in one of the two answers that named either.
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 Michael Hill or Shiels more popular in search?
This chart shows how often people search Google for Michael Hill and Shiels 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 Michael Hill, Shiels. 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 Michael Hill and Shiels comparison changed over the last 12 months?
3 findings
- Michael Hill was ahead of Shiels 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, Shiels’ share of searches among jewellery retailers in Australia moved from 7.6% to 8.1%, and its estimated monthly branded searches moved from 60.5K to 49.5K.
How did search popularity change for Australia jewellery retailers in September 2026?
2 changes
Estimated monthly branded searches for Michael Hill in Australia fell 33.3% over 12 measured months, from 165K to 110K in September 2026.
Estimated monthly branded searches for Shiels in Australia fell 18.2% over 12 measured months, from 60.5K to 49.5K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Michael Hill’s and Shiels’ 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
1 branded search term
- michael hill
Shiels
1 branded search term
- shiels
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