Brandwave

Michael Hill vs Thomas Sabo:Which is more popular?

In September 2026, Michael Hill had more branded searches than Thomas Sabo among jewellery brands in New Zealand. Michael Hill had about 34,700 branded searches, while Thomas Sabo had 400. Michael Hill made up 40.3% of all jewellery brand searches we track, and Thomas Sabo accounted for 0.47%. When we asked ChatGPT and Google AI Overviews about jewellery brands, Michael Hill appeared in four of the five answers and Thomas Sabo in none.

Among jewellery brands in New Zealand in September 2026

Who do people search for more?

Michael Hill, about 87 searches for every 1 for Thomas Sabo

Michael Hill 34.6K searchesThomas Sabo 400 searches

Who does AI mention more?

Michael Hill, mentioned in 4 of 5 answers, Thomas Sabo in 0

Michael Hill in 4 of 5Thomas Sabo in 0 of 5

Who does AI recommend more?

Michael Hill, the only one of the two named

Michael Hill first in 4Thomas Sabo never named

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Top jewellery brands 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 all three ChatGPT answers and in one of the two Google AI Overviews. Thomas Sabo 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.

  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 Michael Hill or Thomas Sabo more popular in search?

This chart shows how often people search Google for Michael Hill and Thomas Sabo 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.

Michael Hill and Thomas Sabo among jewellery brands in New Zealand, by month

Share of searches by month for Michael Hill, Thomas Sabo. 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 Michael Hill and Thomas Sabo comparison changed over the last 12 months?

3 findings

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

1 change

  1. In September 2026, Michael Hill lost share of searches among jewellery brands in New Zealand, from 42.4% to 40.3%.

How are branded searches counted?

21 search terms

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

Michael Hill

10 branded search terms

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

Thomas Sabo

11 branded search terms

  • thomas sabo
  • thomas sabo bracelet
  • thomas sabo charms
  • thomas sabo earrings
  • thomas sabo jewellery
  • thomas sabo necklace
  • thomassabo
  • thomassabo bracelet
  • thomassabo charms
  • thomassabo earrings
  • thomassabo necklace

How the Brand Demand Index is measured

Other head-to-heads among jewellery brands

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