Lullaboo vs Thomas Sabo:Which is more popular?
In September 2026, Thomas Sabo had more branded searches than Lullaboo among jewellery charm brands in New Zealand. Thomas Sabo had about 280 branded searches, while Lullaboo had 110. Thomas Sabo made up 0.83% of all jewellery charm brand searches we track, and Lullaboo accounted for 0.33%. When we asked ChatGPT and Google AI Overviews about jewellery charm brands, Lullaboo appeared in three of the five answers and Thomas Sabo in one. Lullaboo was mentioned before Thomas Sabo in three out of four answers that named either.
Who do people search for more?
Thomas Sabo, about 3 searches for every 1 for Lullaboo
Who does AI mention more?
Lullaboo, mentioned in 3 of 5 answers, Thomas Sabo in 1
Who does AI recommend more?
Lullaboo, named ahead of Thomas Sabo in 3 of 4 answers
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Top jewellery charm brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Lullaboo was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Thomas Sabo was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Lullaboo was listed before Thomas Sabo in three out of four answers that named either.
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 Lullaboo or Thomas Sabo more popular in search?
This chart shows how often people search Google for Lullaboo and Thomas Sabo 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 Thomas Sabo, Lullaboo. 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 Lullaboo and Thomas Sabo comparison changed over the last 12 months?
3 findings
- Thomas Sabo was ahead of Lullaboo in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Lullaboo’s share of searches among jewellery charm brands in New Zealand moved from 0.31% to 0.33%, and its estimated monthly branded searches held steady at 110.
- Across the 12 months ending September 2026, Thomas Sabo’s share of searches among jewellery charm brands in New Zealand moved from 0.88% to 0.83%, and its estimated monthly branded searches moved from 310 to 280.
How did search popularity change for New Zealand jewellery charm brands in September 2026?
0 changes
Neither Lullaboo nor Thomas Sabo moved beyond provider rounding among jewellery charm brands in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Lullaboo’s and Thomas Sabo’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.
Lullaboo
1 branded search term
- lullaboo
Thomas Sabo
3 branded search terms
- thomas sabo
- thomas sabo jewellery
- thomassabo
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