Brandwave

Boh Runga vs Zoe & Morgan:Which is more popular?

In September 2026, Zoe & Morgan had more branded searches than Boh Runga among jewellery brands in New Zealand. Zoe & Morgan had about 3,600 branded searches, while Boh Runga had 1,600. Zoe & Morgan made up 4.2% 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, Zoe & Morgan appeared in four of the five answers and Boh Runga in three. Zoe & Morgan was mentioned before Boh Runga in every answer that named either.

Among jewellery brands in New Zealand in September 2026

Who do people search for more?

Zoe & Morgan, about 2 searches for every 1 for Boh Runga

Zoe & Morgan 3.6K searchesBoh Runga 1.6K searches

Who does AI mention more?

Zoe & Morgan, mentioned in 4 of 5 answers, Boh Runga in 3

Zoe & Morgan in 4 of 5Boh Runga in 3 of 5

Who does AI recommend more?

Zoe & Morgan, named ahead of Boh Runga in 4 of 4 answers

Zoe & Morgan first in 4Boh Runga never first

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Top jewellery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Zoe & Morgan was mentioned in four out of five: in all three ChatGPT answers and in one of the 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. Zoe & Morgan was listed before Boh Runga in every answer that named either.

Most recommended by AI

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

  1. Meadowlark1st
  2. Zoe & Morgan2nd
  3. Michael Hill3rd
  4. Walker & Hall4th
  5. Boh Runga5th
  6. Pandora–
  7. Swarovski–
  8. Tiffany & Co.–
  9. Mejuri–
  10. Thomas Sabo–

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

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 Zoe & Morgan more popular in search?

This chart shows how often people search Google for Boh Runga and Zoe & Morgan 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.

Boh Runga and Zoe & Morgan among jewellery brands in New Zealand, by month

Share of searches by month for Zoe & Morgan, Boh Runga. The figures are in the table below the chart.

View monthly share of searches table
MonthMichael HillPandoraSwarovskiTiffany & Co.Walker & HallZoe & MorganBoh RungaMeadowlarkMejuriThomas Sabo
Oct 202543%15.6%12.9%10.7%10%4.4%1.6%0.71%0.74%0.41%
Nov 202543.2%15.7%15.2%8.8%6.8%6.8%1.7%0.7%0.76%0.39%
Dec 202538.4%20.5%16.4%9.4%7.4%4%2.2%0.77%0.52%0.37%
Jan 202641.5%14.3%15%12.4%8%4.3%2.4%0.93%0.73%0.43%
Feb 202644.9%14.2%13.3%11.1%8.6%3.8%2%0.99%0.67%0.43%
Mar 202638.2%12.6%16.7%11.4%8.9%7.3%2.6%1.2%0.68%0.37%
Apr 202645.2%13.5%13.7%11.1%8.7%3.9%1.7%0.93%0.77%0.43%
May 202642.4%15.7%15.6%10.4%8.1%3.6%1.9%1.1%0.86%0.39%
Jun 202640.5%16.8%14.9%12%7.7%3.4%1.9%1.2%1.2%0.46%
Jul 202638.7%15.8%14.7%11.6%7.4%6.1%2.7%1.2%1.3%0.45%
Aug 202642.4%16%13.2%12.7%6.6%3.6%2.9%1.2%0.83%0.5%
Sep 202640.3%16.4%14.9%12.2%7.7%4.2%1.9%1.4%0.67%0.47%

How has the Boh Runga and Zoe & Morgan comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Zoe & Morgan gained share of searches among jewellery brands in New Zealand, from 3.6% to 4.2%.

  2. 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?

4 search terms

Brandwave collects information about searches that people make online using Boh Runga’s and Zoe & Morgan’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.

Boh Runga

1 branded search term

  • boh runga

Zoe & Morgan

3 branded search terms

  • zoe & morgan
  • zoe morgan
  • zoemorgan

How the Brand Demand Index is measured

Other head-to-heads among jewellery brands

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