How popular isBoodles?
In September 2026, people searched for Boodles by name about 18,100 times in the United Kingdom, about the same as the previous year. These searches made up 2.5% of all United Kingdom jewellery brand searches, placing Boodles sixth out of nine brands. When we asked both ChatGPT and Google AI Overviews about jewellery brands, Boodles appeared in one of the five answers and was the joint sixth most recommended of the nine.
Boodles is the sixth most searched of 9 competitors and the joint sixth most recommended in AI answers.
PandoraShare of searches 39.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
Abbott LyonShare of searches 18.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
Monica VinaderShare of searches 18.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
Astrid & MiyuShare of searches 14.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
BoodlesShare of searches 2.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
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Top jewellery brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Boodles was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Boodles is the joint sixth most recommended of the nine.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Monica Vinader1st
Missoma2nd- Astrid & Miyu3rd
- Abbott Lyon4th
Daisy London4th- Pandora6th
- Boodles6th
Orelia–
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
Asked ChatGPT
“What are the best jewellery brands in the UK?”
Asked ChatGPT
“Where can I buy good quality gold-plated jewellery that won't tarnish?”
Asked ChatGPT
“What's a good jewellery brand for an everyday necklace gift?”
Searched Google, AI Overview
“gold jewellery”
Searched Google, AI Overview
“best jewellery brands uk”
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 Boodles?
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
| Month | Pandora | Abbott Lyon | Monica Vinader | Astrid & Miyu | Missoma | Boodles | Orelia | Daisy London | Edge of Ember |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 31.9% | 26.8% | 14.7% | 18% | 4.4% | 2% | 1.1% | 0.59% | 0.48% |
| Nov 2025 | 32.6% | 32.1% | 17.5% | 11.7% | 3.5% | 1.1% | 0.71% | 0.47% | 0.31% |
| Dec 2025 | 37.6% | 28.4% | 15.5% | 12.7% | 3.1% | 1.1% | 0.76% | 0.51% | 0.28% |
| Jan 2026 | 34.8% | 21.3% | 21.3% | 14.3% | 4.3% | 1.9% | 1% | 0.7% | 0.47% |
| Feb 2026 | 34.4% | 25.6% | 17.2% | 14% | 4.2% | 2.3% | 1.3% | 0.69% | 0.46% |
| Mar 2026 | 30.8% | 28% | 15.4% | 15.4% | 3.8% | 4.6% | 1.1% | 0.61% | 0.41% |
| Apr 2026 | 32.1% | 22.1% | 18% | 18% | 4.4% | 2.4% | 1.6% | 0.72% | 0.48% |
| May 2026 | 34.4% | 19.5% | 19.5% | 15.9% | 4.8% | 3.2% | 1.4% | 0.64% | 0.52% |
| Jun 2026 | 33% | 18.6% | 22.7% | 15.1% | 5.6% | 2.5% | 1.4% | 0.6% | 0.6% |
| Jul 2026 | 32.5% | 20.4% | 20.4% | 16.6% | 5% | 2.2% | 1.5% | 0.66% | 0.66% |
| Aug 2026 | 33.3% | 23.1% | 18.9% | 15.4% | 4.6% | 2.1% | 1.4% | 0.76% | 0.5% |
| Sep 2026 | 39.4% | 18.3% | 18.3% | 14.9% | 4.5% | 2.5% | 1.1% | 0.6% | 0.39% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 39.4% | 290K | +22% | +6.1 points | |
| 2, held 2nd | 18.3% | 135K | -18.2% | -4.8 points | |
| 3, held 3rd | 18.3% | 135K | 0% | -0.6 points | |
| 4, held 4th | 14.9% | 110K | 0% | -0.5 points | |
| 5, held 5th | 4.5% | 33.1K | 0% | -0.1 points | |
| 6, held 6th | 2.5% | 18.1K | +22.3% | +0.4 points | |
| 7, held 7th | 1.1% | 8.1K | -18.2% | -0.3 points | |
| 8, held 8th | 0.6% | 4.4K | -18.5% | -0.2 points | |
| 9, held 9th | 0.39% | 2.9K | -19.4% | -0.1 points |
1.
Pandora39.4%
Held 1st. 290K estimated branded searches, +22% vs prior month. Share +6.1 points.
18.3%
Held 2nd. 135K estimated branded searches, -18.2% vs prior month. Share -4.8 points.
18.3%
Held 3rd. 135K estimated branded searches, 0% vs prior month. Share -0.6 points.
14.9%
Held 4th. 110K estimated branded searches, 0% vs prior month. Share -0.5 points.
5.
Missoma4.5%
Held 5th. 33.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
6.
Boodles2.5%
Held 6th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.4 points.
7.
Orelia1.1%
Held 7th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
0.6%
Held 8th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.2 points.
0.39%
Held 9th. 2.9K estimated branded searches, -19.4% vs prior month. Share -0.1 points.
Compare popularity between Boodles and its closest rivals
Every comparison with Boodles
8 comparisons
How has branded search demand for Boodles changed in the United Kingdom over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Boodles in the United Kingdom held steady at 18.1K.
- Across the 12 months ending September 2026, Boodles’ share of searches among jewellery brands in the United Kingdom peaked at 4.6% in March 2026 and was lowest at 1.1% in November 2025.
How did search popularity change for United Kingdom jewellery brands in September 2026?
6 changes
In September 2026, Pandora gained share of searches among jewellery brands in the United Kingdom, from 33.3% to 39.4%.
In September 2026, Abbott Lyon lost share of searches among jewellery brands in the United Kingdom, from 23.1% to 18.3%.
In September 2026, Monica Vinader lost share of searches among jewellery brands in the United Kingdom, from 18.9% to 18.3%.
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.
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.
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 Boodles’ branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Boodles’ 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.
- boodles
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Is Boodles your brand?
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