Brandwave

H.Samuel vs Warren James:Which is more popular?

In September 2026, H.Samuel had more branded searches than Warren James among jewellers in the United Kingdom. H.Samuel had about 246,000 branded searches, while Warren James had 201,000. H.Samuel made up 27.8% of all jeweller searches we track, and Warren James accounted for 22.7%. When we asked ChatGPT and Google AI Overviews about jewellers, H.Samuel appeared in three of the five answers and Warren James in two. Warren James was mentioned before H.Samuel in two out of three answers.

Among jewellers in the United Kingdom in September 2026

Who do people search for more?

H.Samuel, about 22% more searches than Warren James

H.Samuel 246K searchesWarren James 201K searches

Who does AI mention more?

H.Samuel, mentioned in 3 of 5 answers, Warren James in 2

H.Samuel in 3 of 5Warren James in 2 of 5

Who does AI recommend more?

Warren James, named ahead of H.Samuel in 2 of 3 answers

Warren James first in 2H.Samuel first in 1

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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. Warren James was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Warren James was listed before H.Samuel 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 H.Samuel or Warren James more popular in search?

This chart shows how often people search Google for H.Samuel and Warren James 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.

H.Samuel and Warren James among jewellers in the United Kingdom, by month

Share of searches by month for H.Samuel, Warren James. 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 H.Samuel and Warren James comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Warren James took it in November 2025, H.Samuel took it in January 2026.
  • 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, Warren James’ share of searches among jewellers in the United Kingdom moved from 23.4% to 22.7%, and its estimated monthly branded searches moved from 246K to 201K.

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

2 changes

  1. In September 2026, Warren James gained share of searches among jewellers in the United Kingdom, from 20.8% to 22.7%.

  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 H.Samuel’s and Warren James’ 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.

H.Samuel

1 branded search term

  • h samuel

Warren James

1 branded search term

  • warren james

How the Brand Demand Index is measured

Other head-to-heads among jewellers

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