Brandwave

Thomas Sabo vs Zoe & Morgan:Which is more popular?

In September 2026, Zoe & Morgan had more branded searches than Thomas Sabo among jewellery brands in New Zealand. Zoe & Morgan had about 3,600 branded searches, while Thomas Sabo had 400. Zoe & Morgan made up 4.2% 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, Zoe & Morgan 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?

Zoe & Morgan, about 9 searches for every 1 for Thomas Sabo

Zoe & Morgan 3.6K searchesThomas Sabo 400 searches

Who does AI mention more?

Zoe & Morgan, mentioned in 4 of 5 answers, Thomas Sabo in 0

Zoe & Morgan in 4 of 5Thomas Sabo in 0 of 5

Who does AI recommend more?

Zoe & Morgan, the only one of the two named

Zoe & Morgan 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, Zoe & Morgan 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 Thomas Sabo or Zoe & Morgan more popular in search?

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

Thomas Sabo and Zoe & Morgan among jewellery brands in New Zealand, by month

Share of searches by month for Zoe & Morgan, 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 Thomas Sabo 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?

1 change

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

How are branded searches counted?

14 search terms

Brandwave collects information about searches that people make online using Thomas Sabo’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.

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

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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