Astrid & Miyu vs Boodles:Which is more popular?
In September 2026, Astrid & Miyu had more branded searches than Boodles among jewellery brands in the United Kingdom. Astrid & Miyu had about 110,000 branded searches, while Boodles had 18,100. Astrid & Miyu made up 14.9% of all jewellery brand searches we track, and Boodles accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about jewellery brands, Astrid & Miyu appeared in two of the five answers and Boodles in one. Astrid & Miyu was mentioned before Boodles in every answer that named either.
Who do people search for more?
Astrid & Miyu, about 6 searches for every 1 for Boodles
Who does AI mention more?
Astrid & Miyu, mentioned in 2 of 5 answers, Boodles in 1
Who does AI recommend more?
Astrid & Miyu, named ahead of Boodles in 2 of 2 answers
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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. 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. Astrid & Miyu was listed before Boodles in every answer that named either.
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.
Is Astrid & Miyu or Boodles more popular in search?
This chart shows how often people search Google for Astrid & Miyu and Boodles by name. Each line represents a brand's share of searches for all nine jewellery brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Astrid & Miyu, 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% |
How has the Astrid & Miyu and Boodles comparison changed over the last 12 months?
3 findings
- Astrid & Miyu was ahead of Boodles in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Astrid & Miyu’s share of searches among jewellery brands in the United Kingdom moved from 18% to 14.9%, and its estimated monthly branded searches moved from 165K to 110K.
- Across the 12 months ending September 2026, Boodles’ share of searches among jewellery brands in the United Kingdom moved from 2% to 2.5%, and its estimated monthly branded searches held steady at 18.1K.
How did search popularity change for United Kingdom jewellery brands in September 2026?
1 change
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 branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Astrid & Miyu’s and Boodles’ 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.
Astrid & Miyu
1 branded search term
- astrid and miyu
Boodles
1 branded search term
- boodles
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