Brandwave

How popular isThomas Sabo?

In September 2026, people searched for Thomas Sabo by name about 400 times in New Zealand, about the same as the previous year. These searches made up 0.47% of all New Zealand jewellery brand searches, placing Thomas Sabo tenth out of ten brands. When we asked both ChatGPT and Google AI Overviews about jewellery brands, Thomas Sabo did not appear in any of the answers.

Search and AI answers in September 2026

Thomas Sabo is the tenth most searched of 10 competitors and not listed in any AI answer.

  1. Michael HillShare of searches 40.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. PandoraShare of searches 16.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. SwarovskiShare of searches 14.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Tiffany & Co.Share of searches 12.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Thomas SaboShare of searches 0.47%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top jewellery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and 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. Meadowlark1st
  2. Zoe & Morgan2nd
  3. Michael Hill3rd
  4. Walker & Hall4th
  5. Boh Runga5th
  6. Pandora–
  7. Swarovski–
  8. Tiffany & Co.–
  9. Mejuri–
  10. Thomas Sabo–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Michael Hill4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zoe & Morgan4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Meadowlark4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Walker & Hall3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Boh Runga3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pandora0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Swarovski0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tiffany & Co.0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mejuri0 of 5Named in 0 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

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 New Zealand on October 21, 2026.

Which jewellery brands compete with Thomas Sabo?

Thomas Sabo against jewellery brands in New Zealand, by month

Share of searches by month for Michael Hill, Pandora, Swarovski, Tiffany & Co., Walker & Hall, Zoe & Morgan, Thomas Sabo. The figures are in the table below the chart.

View monthly share of searches table
MonthMichael HillPandoraSwarovskiTiffany & Co.Walker & HallZoe & MorganBoh RungaMeadowlarkMejuriThomas Sabo
Oct 202543%15.6%12.9%10.7%10%4.4%1.6%0.71%0.74%0.41%
Nov 202543.2%15.7%15.2%8.8%6.8%6.8%1.7%0.7%0.76%0.39%
Dec 202538.4%20.5%16.4%9.4%7.4%4%2.2%0.77%0.52%0.37%
Jan 202641.5%14.3%15%12.4%8%4.3%2.4%0.93%0.73%0.43%
Feb 202644.9%14.2%13.3%11.1%8.6%3.8%2%0.99%0.67%0.43%
Mar 202638.2%12.6%16.7%11.4%8.9%7.3%2.6%1.2%0.68%0.37%
Apr 202645.2%13.5%13.7%11.1%8.7%3.9%1.7%0.93%0.77%0.43%
May 202642.4%15.7%15.6%10.4%8.1%3.6%1.9%1.1%0.86%0.39%
Jun 202640.5%16.8%14.9%12%7.7%3.4%1.9%1.2%1.2%0.46%
Jul 202638.7%15.8%14.7%11.6%7.4%6.1%2.7%1.2%1.3%0.45%
Aug 202642.4%16%13.2%12.7%6.6%3.6%2.9%1.2%0.83%0.5%
Sep 202640.3%16.4%14.9%12.2%7.7%4.2%1.9%1.4%0.67%0.47%

  1. 1.Michael Hill

    40.3%

    Held 1st. 34.6K estimated branded searches, -17.6% vs prior month. Share -2.1 points.

  2. 2.Pandora

    16.4%

    Held 2nd. 14.1K estimated branded searches, -11.3% vs prior month. Share +0.4 points.

  3. 3.Swarovski

    14.9%

    Held 3rd. 12.8K estimated branded searches, -2.5% vs prior month. Share +1.7 points.

  4. 4.Tiffany & Co.

    12.2%

    Held 4th. 10.5K estimated branded searches, -16.7% vs prior month. Share -0.5 points.

  5. 5.Walker & Hall

    7.7%

    Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share +1 points.

  6. 6.Zoe & Morgan

    4.2%

    Held 6th. 3.6K estimated branded searches, 0% vs prior month. Share +0.6 points.

  7. 7.Boh Runga

    1.9%

    Held 7th. 1.6K estimated branded searches, -44.8% vs prior month. Share -1.1 points.

  8. 8.Meadowlark

    1.4%

    Held 8th. 1.2K estimated branded searches, -2.5% vs prior month. Share +0.2 points.

  9. 9.Mejuri

    0.67%

    Held 9th. 580 estimated branded searches, -29.3% vs prior month. Share -0.2 points.

  10. 10.Thomas Sabo

    0.47%

    Held 10th. 400 estimated branded searches, -20% vs prior month. Share 0 points.

Compare popularity between Thomas Sabo and its closest rivals

Every comparison with Thomas Sabo

11 comparisons

How has branded search demand for Thomas Sabo changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Thomas Sabo in New Zealand held steady, from 410 to 400.
  • Across the 12 months ending September 2026, Thomas Sabo’s share of searches among jewellery brands in New Zealand held steady, from 0.41% to 0.47%.

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

6 changes

  1. In September 2026, Swarovski gained share of searches among jewellery brands in New Zealand, from 13.2% to 14.9%.

  2. In September 2026, Walker & Hall gained share of searches among jewellery brands in New Zealand, from 6.6% to 7.7%.

  3. In September 2026, Zoe & Morgan gained share of searches among jewellery brands in New Zealand, from 3.6% to 4.2%.

  4. In September 2026, Michael Hill lost share of searches among jewellery brands in New Zealand, from 42.4% to 40.3%.

  5. In September 2026, Boh Runga lost share of searches among jewellery brands in New Zealand, from 2.9% to 1.9%.

  6. Estimated monthly branded searches for Meadowlark in New Zealand rose 64.8% over 12 measured months, from 710 to 1.2K in September 2026.

How are Thomas Sabo’s branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using Thomas Sabo’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • thomas sabo
  • thomas sabo bracelet
  • thomas sabo charms
  • thomas sabo earrings
  • thomas sabo jewellery
  • thomas sabo necklace
  • thomassabo
  • thomassabo bracelet
  • thomassabo charms
  • thomassabo earrings
  • thomassabo necklace

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How the Brand Demand Index is measured

Where does Thomas Sabo compete?

Thomas Sabo is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Jewellery brands10th of 100.47%Shown above
Jewellery charm brands7th of 90.83%Show ranking
Creator with pink hair and a pink jacket

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