Brandwave

Michael Hill vs Pascoes:Which is more popular?

In September 2026, Pascoes had more branded searches than Michael Hill among jewellery retailers in New Zealand. Pascoes had about 42,100 branded searches, while Michael Hill had 36,800. Pascoes made up 30.3% of all jewellery retailer searches we track, and Michael Hill accounted for 26.4%. When we asked ChatGPT and Google AI Overviews about jewellery retailers, Michael Hill appeared in four of the five answers and Pascoes in three. Michael Hill was mentioned before Pascoes in every answer that named either.

Among jewellery retailers in New Zealand in September 2026

Who do people search for more?

Pascoes, about 14% more searches than Michael Hill

Pascoes 42.1K searchesMichael Hill 36.8K searches

Who does AI mention more?

Michael Hill, mentioned in 4 of 5 answers, Pascoes in 3

Michael Hill in 4 of 5Pascoes in 3 of 5

Who does AI recommend more?

Michael Hill, named ahead of Pascoes in 3 of 3 answers

Michael Hill first in 3Pascoes never first

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Top jewellery retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Michael Hill was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Pascoes was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Michael Hill was listed before Pascoes in every answer that named either.

Most recommended by AI

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

  1. Michael Hill1st
  2. Walker & Hall2nd
  3. Naveya & Sloane3rd
  4. Pascoes4th
  5. Pandora5th
  6. Lovisa6th
  7. Partridge Jewellers7th
  8. Stewart Dawsons–
  9. Goldmark–

Mentioned by AI

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

  • Michael Hill4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Naveya & Sloane4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Pascoes3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Walker & Hall3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lovisa2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pandora2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Partridge Jewellers2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Stewart Dawsons1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Goldmark0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about jewellery retailers

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 19, 2026.

Is Michael Hill or Pascoes more popular in search?

This chart shows how often people search Google for Michael Hill and Pascoes by name. Each line represents a brand's share of searches for all nine jewellery retailers we track, month by month, from searches in New Zealand.

Michael Hill and Pascoes among jewellery retailers in New Zealand, by month

Share of searches by month for Pascoes, Michael Hill. The figures are in the table below the chart.

View monthly share of searches table
MonthPascoesMichael HillLovisaPandoraStewart DawsonsWalker & HallPartridge JewellersGoldmarkNaveya & Sloane
Oct 202530.2%26.7%14.8%10.2%6.4%5.8%2.6%1.9%1.4%
Nov 202527.9%30.2%14.1%11.9%6%4.5%2.1%2.2%1.1%
Dec 202532.8%24.7%13.8%13.6%5.9%4.5%1.6%2.2%0.88%
Jan 202626.3%28.2%15.9%11.1%6.8%5.2%2.9%1.7%1.9%
Feb 202628%30.3%13.8%10.6%6%5.5%2.5%1.5%1.6%
Mar 202626.7%28.2%15.7%9.9%6.7%6.2%3.4%1.6%1.5%
Apr 202628%30.5%14.1%9.9%6.1%5.6%2.5%1.8%1.3%
May 202627.4%29.4%13.5%12.3%5.7%5.3%3%2.1%1.3%
Jun 202626%27.8%15.3%13.4%6.5%5%2.8%1.7%1.4%
Jul 202626.5%27.8%15.4%12.5%6.6%5%2.8%2%1.4%
Aug 202627.6%29.8%13.7%12.5%5.9%4.4%2.5%2.2%1.3%
Sep 202630.3%26.4%14.7%11.6%6.2%4.7%3.2%1.6%1.1%

How has the Michael Hill and Pascoes comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Michael Hill took it in November 2025, Pascoes took it in December 2025, Michael Hill took it in January 2026, Pascoes took it in September 2026.
  • Across the 12 months ending September 2026, Michael Hill’s share of searches among jewellery retailers in New Zealand moved from 26.7% to 26.4%, and its estimated monthly branded searches moved from 45.3K to 36.8K.
  • Across the 12 months ending September 2026, Pascoes’ share of searches among jewellery retailers in New Zealand moved from 30.2% to 30.3%, and its estimated monthly branded searches moved from 51.3K to 42.1K.

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

2 changes

  1. In September 2026, Pascoes overtook Michael Hill to become the leader among jewellery retailers in New Zealand, with 30.3% of the searches.

  2. In September 2026, Michael Hill lost share of searches among jewellery retailers in New Zealand, from 29.8% to 26.4%.

How are branded searches counted?

35 search terms

Brandwave collects information about searches that people make online using Michael Hill’s and Pascoes’ 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.

Michael Hill

16 branded search terms

  • michael hill
  • michael hill botany
  • michael hill charm
  • michael hill earrings
  • michael hill jewellery
  • michael hill lynnmall
  • michael hill northlands
  • michael hill palms
  • michael hill richmond
  • michael hill rings
  • michael hill sales
  • michaelhill
  • michaelhill earrings
  • michaelhill jewellery
  • michaelhill rings
  • sir michael hill

Pascoes

19 branded search terms

  • james pascoes
  • pascoes
  • pascoes bayfair
  • pascoes casio
  • pascoes diamond rings
  • pascoes earrings
  • pascoes engagement rings
  • pascoes g shock
  • pascoes jewellery
  • pascoes jewellery sale
  • pascoes northlands
  • pascoes queensgate
  • pascoes rings
  • pascoes sale
  • pascoes seiko
  • pascoes the base
  • pascoes the crossing
  • pascoes the jeweller
  • pascoes the palms

How the Brand Demand Index is measured

Other head-to-heads among jewellery retailers

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