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 0.83% of all New Zealand jewellery charm brand searches, placing Thomas Sabo seventh out of nine brands. When we asked both ChatGPT and Google AI Overviews about jewellery charm brands, Thomas Sabo appeared in one of the five answers and was the fifth most recommended of the nine.

Search and AI answers in September 2026

Thomas Sabo is the seventh most searched of 9 competitors and the fifth most recommended in AI answers.

  1. PandoraShare of searches 33.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. SwarovskiShare of searches 32.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Tiffany & Co.Share of searches 26.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. MeadowlarkShare of searches 3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Thomas SaboShare of searches 0.83%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

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Top jewellery charm brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Thomas Sabo was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Thomas Sabo is the fifth most recommended of the nine.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Pandora1st
  2. Evolve Inspired Jewellery2nd
  3. Lullaboo3rd
  4. Frenelle Jewellery4th
  5. Thomas Sabo5th
  6. Swarovski–
  7. Tiffany & Co.–
  8. Meadowlark–
  9. Mejuri–

Mentioned by AI

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

  • Pandora5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Evolve Inspired Jewellery5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lullaboo3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Frenelle Jewellery3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Thomas Sabo1 of 5Named in 1 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
  • Meadowlark0 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

See every answer about jewellery charm 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 charm brands compete with Thomas Sabo?

Thomas Sabo against jewellery charm brands in New Zealand, by month

Share of searches by month for Pandora, Swarovski, Tiffany & Co., Meadowlark, Evolve Inspired Jewellery, Thomas Sabo. The figures are in the table below the chart.

View monthly share of searches table
MonthPandoraSwarovskiTiffany & Co.MeadowlarkEvolve Inspired JewelleryMejuriThomas SaboLullabooFrenelle Jewellery
Oct 202535.8%30.8%25.8%1.4%2.9%2%0.88%0.31%0.11%
Nov 202535.4%36.6%20.8%1.3%2.9%2%0.73%0.26%0.09%
Dec 202540.4%34.1%19.4%1.3%2.7%1.2%0.63%0.37%0.07%
Jan 202630.8%33.4%28.2%1.8%3%1.7%0.76%0.23%0.1%
Feb 202632.8%31.9%26.9%2.1%3.3%1.7%0.88%0.27%0.15%
Mar 202626.4%39%26.4%2.5%2.9%1.6%0.66%0.26%0.14%
Apr 202631%33%27.4%2.2%3.1%2%0.81%0.33%0.15%
May 202633.1%34.9%23.9%2.3%2.7%1.9%0.73%0.29%0.13%
Jun 202632.8%32%27%2.6%2.5%1.9%0.82%0.26%0.15%
Jul 202632.6%32.3%26.5%2.6%2.4%2.1%0.9%0.49%0.15%
Aug 202633.5%29%29.2%2.6%2.2%1.9%1%0.45%0.08%
Sep 202633.3%32.1%26.7%3%2%1.6%0.83%0.33%0.15%

  1. 1.Pandora

    33.3%

    Held 1st. 11.3K estimated branded searches, -11.8% vs prior month. Share -0.2 points.

  2. 2.Swarovski

    32.1%

    Moved from 3rd to 2nd. 10.8K estimated branded searches, -2% vs prior month. Share +3 points.

  3. 3.Tiffany & Co.

    26.7%

    Moved from 2nd to 3rd. 9K estimated branded searches, -18.9% vs prior month. Share -2.5 points.

  4. 4.Meadowlark

    3%

    Held 4th. 1K estimated branded searches, 0% vs prior month. Share +0.3 points.

  5. 5.Evolve Inspired Jewellery

    2%

    Held 5th. 680 estimated branded searches, -18.1% vs prior month. Share -0.2 points.

  6. 6.Mejuri

    1.6%

    Held 6th. 550 estimated branded searches, -24.7% vs prior month. Share -0.3 points.

  7. 7.Thomas Sabo

    0.83%

    Held 7th. 280 estimated branded searches, -28.2% vs prior month. Share -0.2 points.

  8. 8.Lullaboo

    0.33%

    Held 8th. 110 estimated branded searches, -35.3% vs prior month. Share -0.1 points.

  9. 9.Frenelle Jewellery

    0.15%

    Held 9th. 50 estimated branded searches, +66.7% vs prior month. Share +0.1 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 charm brands in New Zealand held steady, from 0.88% to 0.83%.

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

6 changes

  1. In September 2026, Swarovski overtook Tiffany & Co. to rank 2nd among jewellery charm brands in New Zealand, with 32.1% of the searches.

  2. In September 2026, Tiffany & Co. lost share of searches among jewellery charm brands in New Zealand, from 29.2% to 26.7%.

  3. Evolve Inspired Jewellery’s share of searches among jewellery charm brands in New Zealand has lost ground for 3 months in a row, from 2.5% to 2% in September 2026.

  4. Estimated monthly branded searches for Meadowlark in New Zealand rose 108.3% over 12 measured months, from 480 to 1K in September 2026.

  5. Estimated monthly branded searches for Frenelle Jewellery in New Zealand rose 25% over 12 measured months, from 40 to 50 in September 2026.

  6. Estimated monthly branded searches for Mejuri in New Zealand fell 21.4% over 12 measured months, from 700 to 550 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%Show ranking
Jewellery charm brands7th of 90.83%Shown above
Creator with pink hair and a pink jacket

Is Thomas Sabo your brand?

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