Brandwave

Ernest Jones vs H.Samuel:Which is more popular?

In September 2026, H.Samuel had more branded searches than Ernest Jones among jewellers in the United Kingdom. H.Samuel had about 246,000 branded searches, while Ernest Jones had 110,000. H.Samuel made up 27.8% of all jeweller searches we track, and Ernest Jones accounted for 12.4%. When we asked ChatGPT and Google AI Overviews about jewellers, Ernest Jones and H.Samuel each appeared in three of the five answers. H.Samuel was mentioned before Ernest Jones in two out of three answers.

Among jewellers in the United Kingdom in September 2026

Who do people search for more?

H.Samuel, about 2 searches for every 1 for Ernest Jones

H.Samuel 246K searchesErnest Jones 110K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Ernest Jones in 3 of 5H.Samuel in 3 of 5

Who does AI recommend more?

H.Samuel, named ahead of Ernest Jones in 2 of 3 answers

H.Samuel first in 2Ernest Jones first in 1

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Top jewellers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Ernest Jones and H.Samuel were each mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. H.Samuel was listed before Ernest Jones in two out of three answers.

Most recommended by AI

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

  1. H.Samuel1st
  2. Warren James1st
  3. Ernest Jones3rd
  4. Beaverbrooks4th
  5. Pandora–
  6. Goldsmiths–

Mentioned by AI

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

  • H.Samuel3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ernest Jones3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Warren James2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Beaverbrooks2 of 5Named in 1 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
  • Goldsmiths0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about jewellers

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 22, 2026.

Is Ernest Jones or H.Samuel more popular in search?

This chart shows how often people search Google for Ernest Jones and H.Samuel by name. Each line represents a brand's share of searches for all six jeweller brands we track, month by month, from searches in United Kingdom.

Ernest Jones and H.Samuel among jewellers in the United Kingdom, by month

Share of searches by month for H.Samuel, Ernest Jones. The figures are in the table below the chart.

View monthly share of searches table
MonthH.SamuelWarren JamesPandoraBeaverbrooksErnest JonesGoldsmiths
Oct 202528.6%23.4%20.8%15.7%10.4%1.1%
Nov 202522.4%27.4%29%12.2%8.2%0.76%
Dec 202523.9%29.3%21%16%8.8%0.93%
Jan 202626.7%21.8%23.4%14.6%12%1.5%
Feb 202628.4%23.2%20.8%15.6%10.5%1.6%
Mar 202627.3%22.3%23.9%15%10%1.5%
Apr 202630.9%20.7%18.5%16.9%11.4%1.7%
May 202628.9%23.6%17.3%15.8%12.9%1.6%
Jun 202627.8%22.7%20.3%15.2%12.4%1.5%
Jul 202626.9%22%19.6%18%12%1.5%
Aug 202631.1%20.8%18.3%17%11.4%1.5%
Sep 202627.8%22.7%20.3%15.2%12.4%1.6%

How has the Ernest Jones and H.Samuel comparison changed over the last 12 months?

3 findings
  • H.Samuel was ahead of Ernest Jones in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Ernest Jones’ share of searches among jewellers in the United Kingdom moved from 10.4% to 12.4%, and its estimated monthly branded searches held steady at 110K.
  • Across the 12 months ending September 2026, H.Samuel’s share of searches among jewellers in the United Kingdom moved from 28.6% to 27.8%, and its estimated monthly branded searches moved from 301K to 246K.

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

2 changes

  1. In September 2026, Ernest Jones gained share of searches among jewellers in the United Kingdom, from 11.4% to 12.4%.

  2. In September 2026, H.Samuel lost share of searches among jewellers in the United Kingdom, from 31.1% to 27.8%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Ernest Jones’ and H.Samuel’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.

Ernest Jones

1 branded search term

  • ernest jones

H.Samuel

1 branded search term

  • h samuel

How the Brand Demand Index is measured

Other head-to-heads among jewellers

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