Boh Runga vs Swarovski:Which is more popular?
In September 2026, Swarovski had more branded searches than Boh Runga among jewellery brands in New Zealand. Swarovski had about 12,800 branded searches, while Boh Runga had 1,600. Swarovski made up 14.9% of all jewellery brand searches we track, and Boh Runga accounted for 1.9%. When we asked ChatGPT and Google AI Overviews about jewellery brands, Boh Runga appeared in three of the five answers and Swarovski in none.
Who do people search for more?
Swarovski, about 8 searches for every 1 for Boh Runga
Who does AI mention more?
Boh Runga, mentioned in 3 of 5 answers, Swarovski in 0
Who does AI recommend more?
Boh Runga, the only one of the two named
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Top jewellery brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Boh Runga was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. 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.
Michael Hill4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Zoe & Morgan4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Meadowlark4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Walker & Hall3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Boh Runga3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Pandora0 of 5Named in 0 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
Mejuri0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Thomas Sabo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about jewellery brands
5 answers
Asked ChatGPT
“Which jewellery brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best jewellery brands in New Zealand?”
Asked ChatGPT
“What's the best jewellery brand in New Zealand for everyday wear?”
Searched Google, AI Overview
“jewellery brands nz”
Searched Google, AI Overview
“gold jewellery 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 Boh Runga or Swarovski more popular in search?
This chart shows how often people search Google for Boh Runga and Swarovski by name. Each line represents a brand's share of searches for all ten jewellery brands we track, month by month, from searches in New Zealand.
Share of searches by month for Swarovski, Boh Runga. The figures are in the table below the chart.
View monthly share of searches table
| Month | Michael Hill | Pandora | Swarovski | Tiffany & Co. | Walker & Hall | Zoe & Morgan | Boh Runga | Meadowlark | Mejuri | Thomas Sabo |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 43% | 15.6% | 12.9% | 10.7% | 10% | 4.4% | 1.6% | 0.71% | 0.74% | 0.41% |
| Nov 2025 | 43.2% | 15.7% | 15.2% | 8.8% | 6.8% | 6.8% | 1.7% | 0.7% | 0.76% | 0.39% |
| Dec 2025 | 38.4% | 20.5% | 16.4% | 9.4% | 7.4% | 4% | 2.2% | 0.77% | 0.52% | 0.37% |
| Jan 2026 | 41.5% | 14.3% | 15% | 12.4% | 8% | 4.3% | 2.4% | 0.93% | 0.73% | 0.43% |
| Feb 2026 | 44.9% | 14.2% | 13.3% | 11.1% | 8.6% | 3.8% | 2% | 0.99% | 0.67% | 0.43% |
| Mar 2026 | 38.2% | 12.6% | 16.7% | 11.4% | 8.9% | 7.3% | 2.6% | 1.2% | 0.68% | 0.37% |
| Apr 2026 | 45.2% | 13.5% | 13.7% | 11.1% | 8.7% | 3.9% | 1.7% | 0.93% | 0.77% | 0.43% |
| May 2026 | 42.4% | 15.7% | 15.6% | 10.4% | 8.1% | 3.6% | 1.9% | 1.1% | 0.86% | 0.39% |
| Jun 2026 | 40.5% | 16.8% | 14.9% | 12% | 7.7% | 3.4% | 1.9% | 1.2% | 1.2% | 0.46% |
| Jul 2026 | 38.7% | 15.8% | 14.7% | 11.6% | 7.4% | 6.1% | 2.7% | 1.2% | 1.3% | 0.45% |
| Aug 2026 | 42.4% | 16% | 13.2% | 12.7% | 6.6% | 3.6% | 2.9% | 1.2% | 0.83% | 0.5% |
| Sep 2026 | 40.3% | 16.4% | 14.9% | 12.2% | 7.7% | 4.2% | 1.9% | 1.4% | 0.67% | 0.47% |
How has the Boh Runga and Swarovski comparison changed over the last 12 months?
3 findings
- Swarovski was ahead of Boh Runga in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Boh Runga’s share of searches among jewellery brands in New Zealand moved from 1.6% to 1.9%, and its estimated monthly branded searches held steady at 1.6K.
- Across the 12 months ending September 2026, Swarovski’s share of searches among jewellery brands in New Zealand moved from 12.9% to 14.9%, and its estimated monthly branded searches held steady at 12.8K.
How did search popularity change for New Zealand jewellery brands in September 2026?
2 changes
In September 2026, Swarovski gained share of searches among jewellery brands in New Zealand, from 13.2% to 14.9%.
In September 2026, Boh Runga lost share of searches among jewellery brands in New Zealand, from 2.9% to 1.9%.
How are branded searches counted?
14 search terms
Brandwave collects information about searches that people make online using Boh Runga’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.
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