Brandwave

Morris & Watson vs Stolen Girlfriends Club:Which is more popular?

In September 2026, Stolen Girlfriends Club had more branded searches than Morris & Watson among designer jewellery brands in New Zealand. Stolen Girlfriends Club had about 7,520 branded searches, while Morris & Watson had 2,400. Stolen Girlfriends Club made up 35.8% of all designer jewellery brand searches we track, and Morris & Watson accounted for 11.4%. When we asked ChatGPT and Google AI Overviews about designer jewellery brands, Stolen Girlfriends Club appeared in one of the four answers and Morris & Watson in none.

Among designer jewellery brands in New Zealand in September 2026

Who do people search for more?

Stolen Girlfriends Club, about 3 searches for every 1 for Morris & Watson

Stolen Girlfriends Club 7.5K searchesMorris & Watson 2.4K searches

Who does AI mention more?

Stolen Girlfriends Club, mentioned in 1 of 4 answers, Morris & Watson in 0

Stolen Girlfriends Club in 1 of 4Morris & Watson in 0 of 4

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Top designer jewellery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Stolen Girlfriends Club was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Morris & Watson did not appear in any of the four answers.

Most recommended by AI

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

  1. Meadowlark1st
  2. Zoe & Morgan2nd
  3. Layla Kaisi Collection3rd
  4. Rachel Stichbury4th
  5. Stolen Girlfriends Club5th
  6. Nick Von K–
  7. Bare Jewellery–
  8. Morris & Watson–
  9. Silk & Steel–

Mentioned by AI

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

  • Zoe & Morgan4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Meadowlark3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Rachel Stichbury2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Layla Kaisi Collection2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Stolen Girlfriends Club1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Nick Von K0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bare Jewellery0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Morris & Watson0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Silk & Steel0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about designer jewellery brands

4 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.

Is Morris & Watson or Stolen Girlfriends Club more popular in search?

This chart shows how often people search Google for Morris & Watson and Stolen Girlfriends Club by name. Each line represents a brand's share of searches for all nine designer jewellery brands we track, month by month, from searches in New Zealand.

Morris & Watson and Stolen Girlfriends Club among designer jewellery brands in New Zealand, by month

Share of searches by month for Stolen Girlfriends Club, Morris & Watson. The figures are in the table below the chart.

View monthly share of searches table
MonthStolen Girlfriends ClubZoe & MorganNick Von KBare JewelleryMorris & WatsonMeadowlarkSilk & SteelRachel StichburyLayla Kaisi Collection
Oct 202519.5%19.7%12.8%10.8%29.3%2.9%4.4%0.31%0.31%
Nov 202522.6%28.6%12.1%19.3%10.4%2.7%3.7%0.29%0.4%
Dec 202523%22.1%13.6%14.8%18%3.5%4.3%0.3%0.23%
Jan 202617.7%16.7%10%11.4%37.4%3.4%2.7%0.34%0.42%
Feb 202615.2%15.1%10.8%10.3%41.3%3.7%3%0.42%0.29%
Mar 202619.4%23.5%10%16.2%23.4%3.6%3.1%0.43%0.32%
Apr 202621.1%20.5%16%11.3%20.4%4.9%5%0.34%0.4%
May 202623.8%18.6%15.3%13.1%18.6%5.4%4.5%0.41%0.26%
Jun 202627.5%14.3%12.8%18.7%17.6%5%3.5%0.34%0.25%
Jul 202623.1%27.2%15.5%10%14.6%5.3%3.6%0.4%0.25%
Aug 202628%18.4%14.7%13.1%14.7%5.8%4.5%0.46%0.46%
Sep 202635.8%17.2%13.6%12.1%11.4%5.6%3.4%0.48%0.33%

How has the Morris & Watson and Stolen Girlfriends Club comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Stolen Girlfriends Club gained share of searches among designer jewellery brands in New Zealand, from 28% to 35.8%.

  2. In September 2026, Morris & Watson lost share of searches among designer jewellery brands in New Zealand, from 14.7% to 11.4%.

How are branded searches counted?

10 search terms

Brandwave collects information about searches that people make online using Morris & Watson’s and Stolen Girlfriends Club’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.

Morris & Watson

1 branded search term

  • morris watson

Stolen Girlfriends Club

9 branded search terms

  • stolen girlfriends club
  • stolen girlfriends club bangle
  • stolen girlfriends club clothes
  • stolen girlfriends club earrings
  • stolen girlfriends club jewellery
  • stolen girlfriends club necklace
  • stolen girlfriends club rings
  • stolen girlfriends club sale
  • stolengirlfriendsclub

How the Brand Demand Index is measured

Other head-to-heads among designer jewellery brands

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