Pandora vs Swarovski:Which is more popular?
In September 2026, Pandora had more branded searches than Swarovski among jewellery charm brands in New Zealand. Pandora had about 11,300 branded searches, while Swarovski had 10,900. Pandora made up 33.3% of all jewellery charm brand searches we track, and Swarovski accounted for 32.1%. When we asked ChatGPT and Google AI Overviews about jewellery charm brands, Pandora appeared in all five answers and Swarovski in none.
Who do people search for more?
Pandora and Swarovski are searched for about as often as each other.
Who does AI mention more?
Pandora, mentioned in every answer we collected
Who does AI recommend more?
Pandora, the only one of the two named
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Top jewellery charm brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Pandora appeared in all five answers. Swarovski 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.
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
Asked ChatGPT
“Which jewellery charm brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best jewellery charm brands in New Zealand?”
Asked ChatGPT
“What's the best jewellery charm brand in New Zealand for a charm bracelet?”
Searched Google, AI Overview
“bracelet charms nz”
Searched Google, AI Overview
“jewellery charms nz”
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 Pandora or Swarovski more popular in search?
This chart shows how often people search Google for Pandora and Swarovski by name. Each line represents a brand's share of searches for all nine jewellery charm brands we track, month by month, from searches in New Zealand.
Share of searches by month for Pandora, Swarovski. The figures are in the table below the chart.
View monthly share of searches table
| Month | Pandora | Swarovski | Tiffany & Co. | Meadowlark | Evolve Inspired Jewellery | Mejuri | Thomas Sabo | Lullaboo | Frenelle Jewellery |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 35.8% | 30.8% | 25.8% | 1.4% | 2.9% | 2% | 0.88% | 0.31% | 0.11% |
| Nov 2025 | 35.4% | 36.6% | 20.8% | 1.3% | 2.9% | 2% | 0.73% | 0.26% | 0.09% |
| Dec 2025 | 40.4% | 34.1% | 19.4% | 1.3% | 2.7% | 1.2% | 0.63% | 0.37% | 0.07% |
| Jan 2026 | 30.8% | 33.4% | 28.2% | 1.8% | 3% | 1.7% | 0.76% | 0.23% | 0.1% |
| Feb 2026 | 32.8% | 31.9% | 26.9% | 2.1% | 3.3% | 1.7% | 0.88% | 0.27% | 0.15% |
| Mar 2026 | 26.4% | 39% | 26.4% | 2.5% | 2.9% | 1.6% | 0.66% | 0.26% | 0.14% |
| Apr 2026 | 31% | 33% | 27.4% | 2.2% | 3.1% | 2% | 0.81% | 0.33% | 0.15% |
| May 2026 | 33.1% | 34.9% | 23.9% | 2.3% | 2.7% | 1.9% | 0.73% | 0.29% | 0.13% |
| Jun 2026 | 32.8% | 32% | 27% | 2.6% | 2.5% | 1.9% | 0.82% | 0.26% | 0.15% |
| Jul 2026 | 32.6% | 32.3% | 26.5% | 2.6% | 2.4% | 2.1% | 0.9% | 0.49% | 0.15% |
| Aug 2026 | 33.5% | 29% | 29.2% | 2.6% | 2.2% | 1.9% | 1% | 0.45% | 0.08% |
| Sep 2026 | 33.3% | 32.1% | 26.7% | 3% | 2% | 1.6% | 0.83% | 0.33% | 0.15% |
How has the Pandora and Swarovski comparison changed over the last 12 months?
3 findings
- The lead changed hands 6 times in the 12 months ending September 2026: Swarovski took it in November 2025, Pandora took it in December 2025, Swarovski took it in January 2026, Pandora took it in February 2026, Swarovski took it in March 2026, Pandora took it in June 2026.
- Across the 12 months ending September 2026, Pandora’s share of searches among jewellery charm brands in New Zealand moved from 35.8% to 33.3%, and its estimated monthly branded searches moved from 12.7K to 11.3K.
- Across the 12 months ending September 2026, Swarovski’s share of searches among jewellery charm brands in New Zealand moved from 30.8% to 32.1%, and its estimated monthly branded searches moved from 10.9K to 10.8K.
How did search popularity change for New Zealand jewellery charm brands in September 2026?
2 changes
In September 2026, Swarovski overtook Tiffany & Co. to rank 2nd among jewellery charm brands in New Zealand, with 32.1% of the searches.
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.
How are branded searches counted?
10 search terms
Brandwave collects information about searches that people make online using Pandora’s and Swarovski’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.
Other head-to-heads among jewellery charm brands
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