--- title: "Sarah & Sebastian vs Thomas Sabo: Which is searched more in Australia?" description: "Is Sarah & Sebastian or Thomas Sabo more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Jewellery brands 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/sarah-and-sebastian-vs-thomas-sabo" publisher: "Brandwave" --- # Sarah & Sebastian vs Thomas Sabo: Which is searched more in Australia? Is Sarah & Sebastian or Thomas Sabo more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Jewellery brands 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**: Sarah & Sebastian and Thomas Sabo - **Competitive set**: Jewellery brands - **Market**: Australia - **Month measured**: Sep 2026 - **Sarah & Sebastian Share of Search**: 9.3% - **Thomas Sabo Share of Search**: 1.2% ## Is Sarah & Sebastian or Thomas Sabo more popular in search? - 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%. - Sarah & Sebastian was ahead of Thomas Sabo in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Sarah & Sebastian’s share of searches among jewellery brands in Australia moved from 10.1% to 9.3%, and its estimated monthly branded searches moved from 49.5K to 40.5K. - Across the 12 months ending September 2026, Thomas Sabo’s share of searches among jewellery brands in Australia moved from 1.3% to 1.2%, and its estimated monthly branded searches moved from 6.6K to 5.4K. ## 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. 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 | | --- | --- | --- | --- | --- | | By Charlotte | 1st | 2 of 3 | 1 of 2 | 3 of 5 | | Temple of the Sun | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Sarah & Sebastian | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | Mejuri | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | Cushla Whiting | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | Swarovski | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Pandora | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Arms of Eve | 8th | 2 of 3 | 0 of 2 | 2 of 5 | | Tiffany & Co. | 9th | 1 of 3 | 2 of 2 | 3 of 5 | | Natasha Schweitzer | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Lucy Folk | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Thomas Sabo | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about jewellery brands - Asked ChatGPT "Which jewellery brand should I buy from in Australia?": 1. Temple of the Sun, 2. By Charlotte, 3. Arms of Eve - Asked ChatGPT "What are the best jewellery brands in Australia?": 1. Sarah & Sebastian, 2. Temple of the Sun, 3. By Charlotte, 4. Arms of Eve, 5. Cushla Whiting - Asked ChatGPT "Which jewellery brand makes a good gift?": 1. Mejuri, 2. Pandora, 3. Swarovski, 4. Tiffany & Co., 5. Temple of the Sun - Searched Google, AI Overview "jewellery": 1. Tiffany & Co. - Searched Google, AI Overview "jewellery brands": 1. By Charlotte, 2. Cushla Whiting, 3. Sarah & Sebastian, 4. Mejuri, 5. Swarovski, 6. Tiffany & Co. Not named in any answer: Natasha Schweitzer, Lucy Folk and Thomas Sabo. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How did search popularity change for Australia jewellery brands in September 2026? - In September 2026, Sarah & Sebastian lost share of searches among jewellery brands in Australia, from 10.8% to 9.3%. - 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. ## Month by month | Month | Sarah & Sebastian estimated searches | Sarah & Sebastian Share of Search | Sarah & Sebastian rank | Thomas Sabo estimated searches | Thomas Sabo Share of Search | Thomas Sabo rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 49.5K | 10.1% | 4 | 6.6K | 1.3% | 11 | | Nov 2025 | 60.5K | 8.1% | 6 | 9.9K | 1.3% | 11 | | Dec 2025 | 74K | 9.2% | 6 | 9.9K | 1.2% | 11 | | Jan 2026 | 60.5K | 12.4% | 4 | 6.6K | 1.4% | 11 | | Feb 2026 | 49.5K | 10.9% | 4 | 5.4K | 1.2% | 11 | | Mar 2026 | 49.5K | 11.3% | 4 | 5.4K | 1.2% | 11 | | Apr 2026 | 49.5K | 11.1% | 4 | 4.4K | 0.99% | 11 | | May 2026 | 49.5K | 10.5% | 4 | 4.4K | 0.94% | 11 | | Jun 2026 | 40.5K | 8.7% | 5 | 4.4K | 0.95% | 11 | | Jul 2026 | 40.5K | 9.7% | 4 | 5.4K | 1.3% | 10 | | Aug 2026 | 49.5K | 10.8% | 4 | 5.4K | 1.2% | 11 | | Sep 2026 | 40.5K | 9.3% | 5 | 5.4K | 1.2% | 11 | ## How each brand is measured 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**: Measured on the search term “sarah and sebastian”. - **Thomas Sabo**: Measured on the search term “thomas sabo”. - [Sarah & Sebastian profile](/demand/au/brands/sarah-and-sebastian) - [Thomas Sabo profile](/demand/au/brands/thomas-sabo) - [All jewellery brands in Australia](/demand/au/categories/au-jewellery-brands): The set both shares are measured inside, 12 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 Sarah & Sebastian or Thomas Sabo more popular in search? 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%. ## Cite this page Brandwave. "Sarah & Sebastian vs Thomas Sabo: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/sarah-and-sebastian-vs-thomas-sabo This page is also available as HTML at https://gobrandwave.com/demand/au/compare/sarah-and-sebastian-vs-thomas-sabo. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.