---
title: "Jewellery charm brands in New Zealand: Which are searched most?"
description: "Compare the jewellery charm brands people buy. Share of Search among Pandora, Swarovski, Tiffany & Co., Meadowlark, Evolve Inspired Jewellery, Mejuri, Thomas Sabo, Lullaboo and Frenelle Jewellery, the jewellery charm brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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/nz/categories/nz-jewellery-charm-brands"
publisher: "Brandwave"
---

# Jewellery charm brands in New Zealand: Which are searched most?

Compare the jewellery charm brands people buy. Share of Search among Pandora, Swarovski, Tiffany & Co., Meadowlark, Evolve Inspired Jewellery, Mejuri, Thomas Sabo, Lullaboo and Frenelle Jewellery, the jewellery charm brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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

- **Competitive set**: Jewellery charm brands
- **Market**: New Zealand
- **Brands compared**: 9
- **Month measured**: Sep 2026
- **Highest Share of Search**: Pandora, 33.3%

## Which brand is most popular in search among jewellery charm brands in New Zealand?

- In September 2026, Pandora was the most searched among jewellery charm brands in New Zealand, with an estimated 11.3K branded searches, 33.3% of all searches for the nine we track.
- Swarovski is in 2nd place, 1.2 percentage points behind at 32.1%.
- Across the 12 months ending September 2026, Pandora’s share of searches among jewellery charm brands in New Zealand decreased from 35.8% to 33.3%.
- Across the 12 months ending September 2026, Swarovski’s share of searches among jewellery charm brands in New Zealand increased from 30.8% to 32.1%.
- Across the 12 months ending September 2026, Tiffany & Co.’s share of searches among jewellery charm brands in New Zealand increased from 25.8% to 26.7%.
- Across the 12 months ending September 2026, Meadowlark’s share of searches among jewellery charm brands in New Zealand increased from 1.4% to 3%.
- Across the 12 months ending September 2026, Evolve Inspired Jewellery’s share of searches among jewellery charm brands in New Zealand decreased from 2.9% to 2%.
- Across the 12 months ending September 2026, Pandora’s share of searches among jewellery charm brands in New Zealand peaked at 40.4% in December 2025 and was lowest at 26.4% in March 2026.
- Across the 12 months ending September 2026, Swarovski’s share of searches among jewellery charm brands in New Zealand peaked at 39% in March 2026 and was lowest at 29% in August 2026.
- Across the 12 months ending September 2026, Tiffany & Co.’s share of searches among jewellery charm brands in New Zealand peaked at 29.2% in August 2026 and was lowest at 19.4% in December 2025.
- Across the 12 months ending September 2026, Meadowlark’s share of searches among jewellery charm brands in New Zealand peaked at 3% in September 2026 and was lowest at 1.3% in December 2025.
- Across the 12 months ending September 2026, Evolve Inspired Jewellery’s share of searches among jewellery charm brands in New Zealand peaked at 3.3% in February 2026 and was lowest at 2% in September 2026.
- Across the 12 months ending September 2026, Meadowlark rose from 6th to 4th among jewellery charm brands in New Zealand.
- Across the 12 months ending September 2026, Evolve Inspired Jewellery fell from 4th to 5th among jewellery charm brands in New Zealand.
- Across the 12 months ending September 2026, Mejuri fell from 5th to 6th among jewellery charm brands in New Zealand.
- Across the 12 months ending September 2026, Thomas Sabo, Lullaboo and Frenelle Jewellery held steady: their share of searches among jewellery charm brands in New Zealand each moved less than 0.5 percentage points.

## Top jewellery charm brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Pandora and Evolve Inspired Jewellery appeared every time. Pandora was recommended most often, coming first in every answer. Evolve Inspired Jewellery was second, and Lullaboo was third. Swarovski, which ranked second in searches, was not mentioned at all.

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 |
| --- | --- | --- | --- | --- |
| Pandora | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Evolve Inspired Jewellery | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Lullaboo | 3rd | 1 of 3 | 2 of 2 | 3 of 5 |
| Frenelle Jewellery | 4th | 1 of 3 | 2 of 2 | 3 of 5 |
| Thomas Sabo | 5th | 1 of 3 | 0 of 2 | 1 of 5 |
| Swarovski | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Tiffany & Co. | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Meadowlark | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Mejuri | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about jewellery charm brands

- Asked ChatGPT "Which jewellery charm brand should I buy in New Zealand?": 1. Pandora, 2. Evolve Inspired Jewellery, 3. Frenelle Jewellery
- Asked ChatGPT "What are the best jewellery charm brands in New Zealand?": 1. Pandora, 2. Evolve Inspired Jewellery, 3. Thomas Sabo
- Asked ChatGPT "What's the best jewellery charm brand in New Zealand for a charm bracelet?": 1. Pandora, 2. Evolve Inspired Jewellery, 3. Lullaboo
- Searched Google, AI Overview "bracelet charms nz": 1. Pandora, 2. Evolve Inspired Jewellery, 3. Lullaboo, 4. Frenelle Jewellery
- Searched Google, AI Overview "jewellery charms nz": 1. Pandora, 2. Lullaboo, 3. Evolve Inspired Jewellery, 4. Frenelle Jewellery

Not named in any answer: Swarovski, Tiffany & Co., Meadowlark and Mejuri.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Pandora vs Swarovski: compare search popularity](/demand/nz/compare/pandora-vs-swarovski): 33.3% against 32.1% Share of Search.
- [Pandora vs Tiffany & Co.: compare search popularity](/demand/nz/compare/pandora-vs-tiffany-and-co): 33.3% against 26.7% Share of Search.
- [Pandora vs Meadowlark: compare search popularity](/demand/nz/compare/meadowlark-vs-pandora): 33.3% against 3% Share of Search.
- [Pandora vs Evolve Inspired Jewellery: compare search popularity](/demand/nz/compare/evolve-jewellery-vs-pandora): 33.3% against 2% Share of Search.
- [Swarovski vs Tiffany & Co.: compare search popularity](/demand/nz/compare/swarovski-vs-tiffany-and-co): 32.1% against 26.7% Share of Search.
- [Swarovski vs Meadowlark: compare search popularity](/demand/nz/compare/meadowlark-vs-swarovski): 32.1% against 3% Share of Search.
- [Swarovski vs Evolve Inspired Jewellery: compare search popularity](/demand/nz/compare/evolve-jewellery-vs-swarovski): 32.1% against 2% Share of Search.
- [Tiffany & Co. vs Meadowlark: compare search popularity](/demand/nz/compare/meadowlark-vs-tiffany-and-co): 26.7% against 3% Share of Search.
- [Tiffany & Co. vs Evolve Inspired Jewellery: compare search popularity](/demand/nz/compare/evolve-jewellery-vs-tiffany-and-co): 26.7% against 2% Share of Search.
- [Meadowlark vs Evolve Inspired Jewellery: compare search popularity](/demand/nz/compare/evolve-jewellery-vs-meadowlark): 3% against 2% Share of Search.

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

- In September 2026, Swarovski overtook Tiffany & Co. to rank 2nd among jewellery charm brands in New Zealand, with 32.1% of the searches.
- In September 2026, Tiffany & Co. lost share of searches among jewellery charm brands in New Zealand, from 29.2% to 26.7%.
- 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.
- Estimated monthly branded searches for Meadowlark in New Zealand rose 108.3% over 12 measured months, from 480 to 1K in September 2026.
- Estimated monthly branded searches for Frenelle Jewellery in New Zealand rose 25% over 12 measured months, from 40 to 50 in September 2026.
- Estimated monthly branded searches for Mejuri in New Zealand fell 21.4% over 12 measured months, from 700 to 550 in September 2026.
- Estimated monthly branded searches for Pandora in New Zealand fell 11.1% over 12 measured months, from 12.7K to 11.3K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Pandora | 33.3% | 11.3K | -11.8% | Pandora |
| 2 | Swarovski | 32.1% | 10.8K | -2.0% | Swarovski |
| 3 | Tiffany & Co. | 26.7% | 9K | -18.9% | Tiffany & Co. |
| 4 | Meadowlark | 3% | 1K | 0.0% | Meadowlark |
| 5 | Evolve Inspired Jewellery | 2% | 680 | -18.1% | Evolve Inspired Jewellery |
| 6 | Mejuri | 1.6% | 550 | -24.7% | Mejuri |
| 7 | Thomas Sabo | 0.83% | 280 | -28.2% | Thomas Sabo |
| 8 | Lullaboo | 0.33% | 110 | -35.3% | Lullaboo |
| 9 | Frenelle Jewellery | 0.15% | 50 | +66.7% | Frenelle Jewellery |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Pandora | 12.7K | 35.8% | 1 |
| Oct 2025 | Swarovski | 10.9K | 30.8% | 2 |
| Oct 2025 | Tiffany & Co. | 9.2K | 25.8% | 3 |
| Oct 2025 | Evolve Inspired Jewellery | 1K | 2.9% | 4 |
| Oct 2025 | Mejuri | 700 | 2% | 5 |
| Oct 2025 | Meadowlark | 480 | 1.4% | 6 |
| Oct 2025 | Thomas Sabo | 310 | 0.88% | 7 |
| Oct 2025 | Lullaboo | 110 | 0.31% | 8 |
| Oct 2025 | Frenelle Jewellery | 40 | 0.11% | 9 |
| Nov 2025 | Swarovski | 19.6K | 36.6% | 1 |
| Nov 2025 | Pandora | 19K | 35.4% | 2 |
| Nov 2025 | Tiffany & Co. | 11.2K | 20.8% | 3 |
| Nov 2025 | Evolve Inspired Jewellery | 1.6K | 2.9% | 4 |
| Nov 2025 | Mejuri | 1.1K | 2% | 5 |
| Nov 2025 | Meadowlark | 720 | 1.3% | 6 |
| Nov 2025 | Thomas Sabo | 390 | 0.73% | 7 |
| Nov 2025 | Lullaboo | 140 | 0.26% | 8 |
| Nov 2025 | Frenelle Jewellery | 50 | 0.09% | 9 |
| Dec 2025 | Pandora | 28.3K | 40.4% | 1 |
| Dec 2025 | Swarovski | 23.9K | 34.1% | 2 |
| Dec 2025 | Tiffany & Co. | 13.6K | 19.4% | 3 |
| Dec 2025 | Evolve Inspired Jewellery | 1.9K | 2.7% | 4 |
| Dec 2025 | Meadowlark | 880 | 1.3% | 5 |
| Dec 2025 | Mejuri | 810 | 1.2% | 6 |
| Dec 2025 | Thomas Sabo | 440 | 0.63% | 7 |
| Dec 2025 | Lullaboo | 260 | 0.37% | 8 |
| Dec 2025 | Frenelle Jewellery | 50 | 0.07% | 9 |
| Jan 2026 | Swarovski | 13.2K | 33.4% | 1 |
| Jan 2026 | Pandora | 12.1K | 30.8% | 2 |
| Jan 2026 | Tiffany & Co. | 11.1K | 28.2% | 3 |
| Jan 2026 | Evolve Inspired Jewellery | 1.2K | 3% | 4 |
| Jan 2026 | Meadowlark | 720 | 1.8% | 5 |
| Jan 2026 | Mejuri | 680 | 1.7% | 6 |
| Jan 2026 | Thomas Sabo | 300 | 0.76% | 7 |
| Jan 2026 | Lullaboo | 90 | 0.23% | 8 |
| Jan 2026 | Frenelle Jewellery | 40 | 0.1% | 9 |
| Feb 2026 | Pandora | 11.1K | 32.8% | 1 |
| Feb 2026 | Swarovski | 10.8K | 31.9% | 2 |
| Feb 2026 | Tiffany & Co. | 9.1K | 26.9% | 3 |
| Feb 2026 | Evolve Inspired Jewellery | 1.1K | 3.3% | 4 |
| Feb 2026 | Meadowlark | 720 | 2.1% | 5 |
| Feb 2026 | Mejuri | 590 | 1.7% | 6 |
| Feb 2026 | Thomas Sabo | 300 | 0.88% | 7 |
| Feb 2026 | Lullaboo | 90 | 0.27% | 8 |
| Feb 2026 | Frenelle Jewellery | 50 | 0.15% | 9 |
| Mar 2026 | Swarovski | 13.5K | 39% | 1 |
| Mar 2026 | Tiffany & Co. | 9.2K | 26.4% | 2 |
| Mar 2026 | Pandora | 9.1K | 26.4% | 3 |
| Mar 2026 | Evolve Inspired Jewellery | 1K | 2.9% | 4 |
| Mar 2026 | Meadowlark | 880 | 2.5% | 5 |
| Mar 2026 | Mejuri | 570 | 1.6% | 6 |
| Mar 2026 | Thomas Sabo | 230 | 0.66% | 7 |
| Mar 2026 | Lullaboo | 90 | 0.26% | 8 |
| Mar 2026 | Frenelle Jewellery | 50 | 0.14% | 9 |
| Apr 2026 | Swarovski | 11K | 33% | 1 |
| Apr 2026 | Pandora | 10.3K | 31% | 2 |
| Apr 2026 | Tiffany & Co. | 9.1K | 27.4% | 3 |
| Apr 2026 | Evolve Inspired Jewellery | 1K | 3.1% | 4 |
| Apr 2026 | Meadowlark | 720 | 2.2% | 5 |
| Apr 2026 | Mejuri | 680 | 2% | 6 |
| Apr 2026 | Thomas Sabo | 270 | 0.81% | 7 |
| Apr 2026 | Lullaboo | 110 | 0.33% | 8 |
| Apr 2026 | Frenelle Jewellery | 50 | 0.15% | 9 |
| May 2026 | Swarovski | 13.4K | 34.9% | 1 |
| May 2026 | Pandora | 12.7K | 33.1% | 2 |
| May 2026 | Tiffany & Co. | 9.2K | 23.9% | 3 |
| May 2026 | Evolve Inspired Jewellery | 1.1K | 2.7% | 4 |
| May 2026 | Meadowlark | 880 | 2.3% | 5 |
| May 2026 | Mejuri | 730 | 1.9% | 6 |
| May 2026 | Thomas Sabo | 280 | 0.73% | 7 |
| May 2026 | Lullaboo | 110 | 0.29% | 8 |
| May 2026 | Frenelle Jewellery | 50 | 0.13% | 9 |
| Jun 2026 | Pandora | 11.2K | 32.8% | 1 |
| Jun 2026 | Swarovski | 10.9K | 32% | 2 |
| Jun 2026 | Tiffany & Co. | 9.2K | 27% | 3 |
| Jun 2026 | Meadowlark | 880 | 2.6% | 4 |
| Jun 2026 | Evolve Inspired Jewellery | 860 | 2.5% | 5 |
| Jun 2026 | Mejuri | 650 | 1.9% | 6 |
| Jun 2026 | Thomas Sabo | 280 | 0.82% | 7 |
| Jun 2026 | Lullaboo | 90 | 0.26% | 8 |
| Jun 2026 | Frenelle Jewellery | 50 | 0.15% | 9 |
| Jul 2026 | Pandora | 11.2K | 32.6% | 1 |
| Jul 2026 | Swarovski | 11.1K | 32.3% | 2 |
| Jul 2026 | Tiffany & Co. | 9.1K | 26.5% | 3 |
| Jul 2026 | Meadowlark | 880 | 2.6% | 4 |
| Jul 2026 | Evolve Inspired Jewellery | 830 | 2.4% | 5 |
| Jul 2026 | Mejuri | 730 | 2.1% | 6 |
| Jul 2026 | Thomas Sabo | 310 | 0.9% | 7 |
| Jul 2026 | Lullaboo | 170 | 0.49% | 8 |
| Jul 2026 | Frenelle Jewellery | 50 | 0.15% | 9 |
| Aug 2026 | Pandora | 12.8K | 33.5% | 1 |
| Aug 2026 | Tiffany & Co. | 11.1K | 29.2% | 2 |
| Aug 2026 | Swarovski | 11.1K | 29% | 3 |
| Aug 2026 | Meadowlark | 1K | 2.6% | 4 |
| Aug 2026 | Evolve Inspired Jewellery | 830 | 2.2% | 5 |
| Aug 2026 | Mejuri | 730 | 1.9% | 6 |
| Aug 2026 | Thomas Sabo | 390 | 1% | 7 |
| Aug 2026 | Lullaboo | 170 | 0.45% | 8 |
| Aug 2026 | Frenelle Jewellery | 30 | 0.08% | 9 |
| Sep 2026 | Pandora | 11.3K | 33.3% | 1 |
| Sep 2026 | Swarovski | 10.8K | 32.1% | 2 |
| Sep 2026 | Tiffany & Co. | 9K | 26.7% | 3 |
| Sep 2026 | Meadowlark | 1K | 3% | 4 |
| Sep 2026 | Evolve Inspired Jewellery | 680 | 2% | 5 |
| Sep 2026 | Mejuri | 550 | 1.6% | 6 |
| Sep 2026 | Thomas Sabo | 280 | 0.83% | 7 |
| Sep 2026 | Lullaboo | 110 | 0.33% | 8 |
| Sep 2026 | Frenelle Jewellery | 50 | 0.15% | 9 |

## What is being compared

- **Evolve Inspired Jewellery**: Measured on the search terms “evolve charms” and “evolve jewellery”, summed into one figure.
- **Frenelle Jewellery**: Measured on the search term “frenelle”.
- **Lullaboo**: Measured on the search term “lullaboo”.
- **Meadowlark**: Measured on the search term “meadowlark jewellery”.
- **Mejuri**: Measured on the search terms “jewelry mejuri” and “mejuri”, summed into one figure.
- **Pandora**: Measured on the search terms “engraved pandora bracelet”, “pandora bracelet” and “pandora charms”, summed into one figure.
- **Swarovski**: Measured on the search terms “swarovski”, “swarovski aus”, “swarovski crystals”, “swarovski jewelry”, “swarovski outlet”, “swarovski pendants” and “swarovski sale”, summed into one figure.
- **Thomas Sabo**: Measured on the search terms “thomas sabo”, “thomas sabo jewellery” and “thomassabo”, summed into one figure.
- **Tiffany & Co.**: Measured on the search terms “tiffany and co”, “tiffany charm”, “tiffany co”, “tiffany jewellery” and “tiffany s”, summed into one figure.

- [Evolve Inspired Jewellery](/demand/nz/brands/evolve-jewellery)
- [Frenelle Jewellery](/demand/nz/brands/frenelle)
- [Lullaboo](/demand/nz/brands/lullaboo)
- [Meadowlark](/demand/nz/brands/meadowlark)
- [Mejuri](/demand/nz/brands/mejuri)
- [Pandora](/demand/nz/brands/pandora)
- [Swarovski](/demand/nz/brands/swarovski)
- [Thomas Sabo](/demand/nz/brands/thomas-sabo)
- [Tiffany & Co.](/demand/nz/brands/tiffany-and-co)

## 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

### Which brand is most popular in search among jewellery charm brands in New Zealand?

In September 2026, Pandora was the most searched among jewellery charm brands in New Zealand, with an estimated 11.3K branded searches, 33.3% of all searches for the nine we track.

## Cite this page

Brandwave. "Jewellery charm brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-jewellery-charm-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-jewellery-charm-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.