Brandwave

How popular isAstrid & Miyu?

In September 2026, people searched for Astrid & Miyu by name about 110,000 times in the United Kingdom, a 33.3% decrease from the previous year. These searches made up 14.9% of all United Kingdom jewellery brand searches, placing Astrid & Miyu fourth out of nine brands. When we asked both ChatGPT and Google AI Overviews about jewellery brands, Astrid & Miyu appeared in two of the five answers and was the third most recommended of the nine.

Search and AI answers in September 2026

Astrid & Miyu is the fourth most searched of 9 competitors and the third most recommended in AI answers.

  1. PandoraShare of searches 39.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  2. Abbott LyonShare of searches 18.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  3. Monica VinaderShare of searches 18.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. Astrid & MiyuShare of searches 14.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  5. MissomaShare of searches 4.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

+4 more

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Top jewellery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Astrid & Miyu was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Astrid & Miyu is the third most recommended of the nine.

Most recommended by AI

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

  1. Monica Vinader1st
  2. Missoma2nd
  3. Astrid & Miyu3rd
  4. Abbott Lyon4th
  5. Daisy London4th
  6. Pandora6th
  7. Boodles6th
  8. Orelia–
  9. Edge of Ember–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Missoma5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Monica Vinader4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Abbott Lyon2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Astrid & Miyu2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pandora1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Boodles1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Daisy London1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Orelia0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Edge of Ember0 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 United Kingdom on October 27, 2026.

Which jewellery brands compete with Astrid & Miyu?

Astrid & Miyu against jewellery brands in the United Kingdom, by month

Share of searches by month for Pandora, Abbott Lyon, Monica Vinader, Astrid & Miyu, Missoma, Boodles. The figures are in the table below the chart.

View monthly share of searches table
MonthPandoraAbbott LyonMonica VinaderAstrid & MiyuMissomaBoodlesOreliaDaisy LondonEdge of Ember
Oct 202531.9%26.8%14.7%18%4.4%2%1.1%0.59%0.48%
Nov 202532.6%32.1%17.5%11.7%3.5%1.1%0.71%0.47%0.31%
Dec 202537.6%28.4%15.5%12.7%3.1%1.1%0.76%0.51%0.28%
Jan 202634.8%21.3%21.3%14.3%4.3%1.9%1%0.7%0.47%
Feb 202634.4%25.6%17.2%14%4.2%2.3%1.3%0.69%0.46%
Mar 202630.8%28%15.4%15.4%3.8%4.6%1.1%0.61%0.41%
Apr 202632.1%22.1%18%18%4.4%2.4%1.6%0.72%0.48%
May 202634.4%19.5%19.5%15.9%4.8%3.2%1.4%0.64%0.52%
Jun 202633%18.6%22.7%15.1%5.6%2.5%1.4%0.6%0.6%
Jul 202632.5%20.4%20.4%16.6%5%2.2%1.5%0.66%0.66%
Aug 202633.3%23.1%18.9%15.4%4.6%2.1%1.4%0.76%0.5%
Sep 202639.4%18.3%18.3%14.9%4.5%2.5%1.1%0.6%0.39%

  1. 1.Pandora

    39.4%

    Held 1st. 290K estimated branded searches, +22% vs prior month. Share +6.1 points.

  2. 2.Abbott Lyon

    18.3%

    Held 2nd. 135K estimated branded searches, -18.2% vs prior month. Share -4.8 points.

  3. 3.Monica Vinader

    18.3%

    Held 3rd. 135K estimated branded searches, 0% vs prior month. Share -0.6 points.

  4. 4.Astrid & Miyu

    14.9%

    Held 4th. 110K estimated branded searches, 0% vs prior month. Share -0.5 points.

  5. 5.Missoma

    4.5%

    Held 5th. 33.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Boodles

    2.5%

    Held 6th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.4 points.

  7. 7.Orelia

    1.1%

    Held 7th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  8. 8.Daisy London

    0.6%

    Held 8th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.2 points.

  9. 9.Edge of Ember

    0.39%

    Held 9th. 2.9K estimated branded searches, -19.4% vs prior month. Share -0.1 points.

Compare popularity between Astrid & Miyu and its closest rivals

Every comparison with Astrid & Miyu

8 comparisons

How has branded search demand for Astrid & Miyu changed in the United Kingdom over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Astrid & Miyu in the United Kingdom fell from 165K to 110K.
  • Across the 12 months ending September 2026, Astrid & Miyu’s share of searches among jewellery brands in the United Kingdom decreased from 18% to 14.9%.
  • Across the 12 months ending September 2026, Astrid & Miyu’s share of searches among jewellery brands in the United Kingdom peaked at 18% in April 2026 and was lowest at 11.7% in November 2025.
  • Across the 12 months ending September 2026, Astrid & Miyu fell from 3rd to 4th among jewellery brands in the United Kingdom.

How did search popularity change for United Kingdom jewellery brands in September 2026?

6 changes

  1. In September 2026, Pandora gained share of searches among jewellery brands in the United Kingdom, from 33.3% to 39.4%.

  2. In September 2026, Abbott Lyon lost share of searches among jewellery brands in the United Kingdom, from 23.1% to 18.3%.

  3. In September 2026, Monica Vinader lost share of searches among jewellery brands in the United Kingdom, from 18.9% to 18.3%.

  4. Missoma’s share of searches among jewellery brands in the United Kingdom has lost ground for 3 months in a row, from 5.6% to 4.5% in September 2026.

  5. Estimated monthly branded searches for Edge of Ember in the United Kingdom fell 34.1% over 12 measured months, from 4.4K to 2.9K in September 2026.

  6. Estimated monthly branded searches for Astrid & Miyu in the United Kingdom fell 33.3% over 12 measured months, from 165K to 110K in September 2026.

How are Astrid & Miyu’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Astrid & Miyu’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • astrid and miyu

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How the Brand Demand Index is measured

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