H.Samuel vs Pandora:Which is more popular?
In September 2026, H.Samuel had more branded searches than Pandora among jewellers in the United Kingdom. H.Samuel had about 246,000 branded searches, while Pandora had 180,000. H.Samuel made up 27.8% of all jeweller searches we track, and Pandora accounted for 20.3%. When we asked ChatGPT and Google AI Overviews about jewellers, H.Samuel appeared in three of the five answers and Pandora in none.
Who do people search for more?
H.Samuel, about 37% more searches than Pandora
Who does AI mention more?
H.Samuel, mentioned in 3 of 5 answers, Pandora in 0
Who does AI recommend more?
H.Samuel, the only one of the two named
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Top jewellers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, H.Samuel was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Pandora 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.
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
Asked ChatGPT
“Where should I buy an engagement ring in the UK?”
Asked ChatGPT
“What are the best jewellers in the UK?”
Asked ChatGPT
“Which high street jeweller in the UK has the best value?”
Searched Google, AI Overview
“jewellers”
Searched Google, AI Overview
“engagement rings”
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.
Share of searches by month for H.Samuel, Pandora. The figures are in the table below the chart.
View monthly share of searches table
| Month | H.Samuel | Warren James | Pandora | Beaverbrooks | Ernest Jones | Goldsmiths |
|---|---|---|---|---|---|---|
| Oct 2025 | 28.6% | 23.4% | 20.8% | 15.7% | 10.4% | 1.1% |
| Nov 2025 | 22.4% | 27.4% | 29% | 12.2% | 8.2% | 0.76% |
| Dec 2025 | 23.9% | 29.3% | 21% | 16% | 8.8% | 0.93% |
| Jan 2026 | 26.7% | 21.8% | 23.4% | 14.6% | 12% | 1.5% |
| Feb 2026 | 28.4% | 23.2% | 20.8% | 15.6% | 10.5% | 1.6% |
| Mar 2026 | 27.3% | 22.3% | 23.9% | 15% | 10% | 1.5% |
| Apr 2026 | 30.9% | 20.7% | 18.5% | 16.9% | 11.4% | 1.7% |
| May 2026 | 28.9% | 23.6% | 17.3% | 15.8% | 12.9% | 1.6% |
| Jun 2026 | 27.8% | 22.7% | 20.3% | 15.2% | 12.4% | 1.5% |
| Jul 2026 | 26.9% | 22% | 19.6% | 18% | 12% | 1.5% |
| Aug 2026 | 31.1% | 20.8% | 18.3% | 17% | 11.4% | 1.5% |
| Sep 2026 | 27.8% | 22.7% | 20.3% | 15.2% | 12.4% | 1.6% |
How has the H.Samuel and Pandora comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Pandora took it in November 2025, H.Samuel took it in December 2025.
- 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.
- Across the 12 months ending September 2026, Pandora’s share of searches among jewellers in the United Kingdom moved from 20.8% to 20.3%, and its estimated monthly branded searches moved from 219K to 180K.
How did search popularity change for United Kingdom jewellers in September 2026?
2 changes
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using H.Samuel’s and Pandora’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.
Other head-to-heads among jewellers
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