Brandwave

Sarah & Sebastian vs Thomas Sabo:Which is more popular?

In September 2026, Sarah & Sebastian had more branded searches than Thomas Sabo among jewellery brands in Australia. Sarah & Sebastian had about 40,500 branded searches, while Thomas Sabo had 5,400. Sarah & Sebastian made up 9.3% of all jewellery brand searches we track, and Thomas Sabo accounted for 1.2%. When we asked ChatGPT and Google AI Overviews about jewellery brands, Sarah & Sebastian appeared in two of the five answers and Thomas Sabo in none.

Among jewellery brands in Australia in September 2026

Who do people search for more?

Sarah & Sebastian, about 8 searches for every 1 for Thomas Sabo

Sarah & Sebastian 40.5K searchesThomas Sabo 5.4K searches

Who does AI mention more?

Sarah & Sebastian, mentioned in 2 of 5 answers, Thomas Sabo in 0

Sarah & Sebastian in 2 of 5Thomas Sabo in 0 of 5

Who does AI recommend more?

Sarah & Sebastian, the only one of the two named

Sarah & Sebastian first in 2Thomas Sabo never named

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Top jewellery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sarah & Sebastian was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Thomas Sabo 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.

  1. By Charlotte1st
  2. Temple of the Sun2nd
  3. Sarah & Sebastian3rd
  4. Mejuri4th
  5. Cushla Whiting5th
  6. Swarovski6th
  7. Pandora7th
  8. Arms of Eve8th
  9. Tiffany & Co.9th
  10. +2 more
  11. Thomas Sabo–

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
  • Thomas Sabo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about jewellery brands

5 answers

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 Sarah & Sebastian or Thomas Sabo more popular in search?

This chart shows how often people search Google for Sarah & Sebastian and Thomas Sabo 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.

Sarah & Sebastian and Thomas Sabo among jewellery brands in Australia, by month

Share of searches by month for Sarah & Sebastian, Thomas Sabo. The figures are in the table below the chart.

View monthly share of searches table
MonthSwarovskiTiffany & Co.By CharlotteArms of EveSarah & SebastianPandoraMejuriNatasha SchweitzerTemple of the SunLucy FolkThomas SaboCushla Whiting
Oct 202533.6%15.1%12.3%8.3%10.1%8.8%4.5%1.7%2%2%1.3%0.33%
Nov 202533%12.1%14.7%12.1%8.1%8.6%5.4%1.3%1.6%1.3%1.3%0.25%
Dec 202537.6%13.7%11.3%9.2%9.2%9.4%3.4%1.2%1.8%1.5%1.2%0.2%
Jan 202633.8%15.2%12.4%8.3%12.4%7.2%3.7%1.7%2%1.7%1.4%0.33%
Feb 202636.3%16.3%10.9%7.3%10.9%7.7%4%1.5%1.8%1.8%1.2%0.35%
Mar 202630.9%17%13.9%9.3%11.3%6.6%4.1%1.9%1.9%1.5%1.2%0.37%
Apr 202630.4%16.7%13.6%9.1%11.1%7.6%5%1.8%1.8%1.5%0.99%0.36%
May 202635.1%15.7%12.9%7%10.5%7.9%4.7%1.7%1.7%1.4%0.94%0.34%
Jun 202635.6%16%13.1%8.7%8.7%7.6%3.9%1.4%2.1%1.4%0.95%0.35%
Jul 202632.4%17.7%11.9%7.9%9.7%8.4%5.3%1.9%1.9%1.1%1.3%0.38%
Aug 202629.6%16.2%13.2%8.9%10.8%9%5.9%1.8%1.8%1.2%1.2%0.42%
Sep 202631.1%17%13.9%9.3%9.3%8.5%4.2%1.9%1.9%1.2%1.2%0.37%

How has the Sarah & Sebastian and Thomas Sabo comparison changed over the last 12 months?

3 findings

How did search popularity change for Australia jewellery brands in September 2026?

2 changes

  1. In September 2026, Sarah & Sebastian lost share of searches among jewellery brands in Australia, from 10.8% to 9.3%.

  2. Estimated monthly branded searches for Thomas Sabo in Australia fell 18.2% over 12 measured months, from 6.6K to 5.4K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Sarah & Sebastian’s and Thomas Sabo’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.

Sarah & Sebastian

1 branded search term

  • sarah and sebastian

Thomas Sabo

1 branded search term

  • thomas sabo

How the Brand Demand Index is measured

Other head-to-heads among jewellery brands

Creator with pink hair and a pink jacket

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