Brandwave

How popular isBlue Nile?

In September 2026, people searched for Blue Nile by name about 193,000 times in the United States, a 7.7% decrease from the previous year. These searches made up 5.3% of all United States lab-grown diamond jeweler searches, placing Blue Nile fourth out of 12 jewelers. When we asked both ChatGPT and Google AI Overviews about lab-grown diamond jewelers, Blue Nile appeared in three of the five answers and was the fourth most recommended of the 12.

Search and AI answers in September 2026

Blue Nile is the fourth most searched of 12 competitors and the fourth most recommended in AI answers.

  1. Brilliant EarthShare of searches 57.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Rare CaratShare of searches 17%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. Frank DarlingShare of searches 7.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Blue NileShare of searches 5.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. Grown BrillianceShare of searches 3.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

+7 more

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Top lab-grown diamond jewelers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Blue Nile was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Blue Nile is the fourth most recommended of the 12.

Most recommended by AI

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

  1. Brilliant Earth1st
  2. Ritani2nd
  3. Rare Carat3rd
  4. Blue Nile4th
  5. With Clarity5th
  6. Grown Brilliance6th
  7. VRAI7th
  8. Clean Origin8th
  9. Frank Darling–
  10. Keyzar–
  11. +2 more

Mentioned by AI

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

  • Brilliant Earth5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rare Carat3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Blue Nile3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ritani3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • With Clarity3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Grown Brilliance2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • VRAI1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Clean Origin1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Frank Darling0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Keyzar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about lab-grown diamond jewelers

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 22, 2026.

Which lab-grown diamond jewelers compete with Blue Nile?

Blue Nile against lab-grown diamond jewelers in the United States, by month

Share of searches by month for Brilliant Earth, Rare Carat, Frank Darling, Blue Nile, Grown Brilliance, Ritani, VRAI. The figures are in the table below the chart.

View monthly share of searches table
MonthBrilliant EarthRare CaratFrank DarlingBlue NileGrown BrillianceRitaniVRAIKeyzarClean OriginWith ClarityAda DiamondsKimaï
Oct 202558.2%13.9%5.1%8.4%4.4%2.4%3.1%2.3%0.68%1.2%0.19%0.17%
Nov 202555.4%13.4%4%12.7%5.1%2.3%2.8%2%0.8%1.2%0.15%0.13%
Dec 202555.1%13.3%4%13.5%5%2.3%2.8%1.6%1.2%0.97%0.13%0.11%
Jan 202656.7%13.7%5%11.1%5.2%1.9%2.8%1.7%0.82%0.82%0.15%0.11%
Feb 202649.7%12.1%5.4%19.7%4.7%2%2.7%1.5%1.1%0.88%0.14%0.14%
Mar 202648.6%11.3%5%20.8%3.6%1.9%5.6%1.5%0.55%0.82%0.13%0.13%
Apr 202652.6%12.5%5.6%6.7%4%2.1%12.7%1.5%1.1%0.91%0.15%0.12%
May 202661.1%11.6%5.2%7.5%3.7%2%5.8%1.4%0.69%0.85%0.14%0.09%
Jun 202661.9%13.1%5.8%7.8%3.4%2.2%2.4%1.6%0.64%0.95%0.16%0.08%
Jul 202662.2%12.7%5.7%8.2%3.3%2.2%2.2%1.5%0.76%0.93%0.12%0.1%
Aug 202657%16.5%7.4%6.6%3.5%2.8%2.3%1.9%0.98%0.98%0.16%0.09%
Sep 202657.4%17%7.6%5.3%3.6%2.8%2.3%1.6%1%1%0.17%0.09%

  1. 1.Brilliant Earth

    57.4%

    Held 1st. 305K estimated branded searches, -2.7% vs prior month. Share +0.4 points.

  2. 2.Rare Carat

    17%

    Held 2nd. 90.5K estimated branded searches, 0% vs prior month. Share +0.6 points.

  3. 3.Frank Darling

    7.6%

    Held 3rd. 40.5K estimated branded searches, 0% vs prior month. Share +0.3 points.

  4. 4.Blue Nile

    5.3%

    Held 4th. 28.3K estimated branded searches, -21.8% vs prior month. Share -1.3 points.

  5. 5.Grown Brilliance

    3.6%

    Held 5th. 19.1K estimated branded searches, -1.5% vs prior month. Share +0.1 points.

  6. 6.Ritani

    2.8%

    Held 6th. 15K estimated branded searches, -0.99% vs prior month. Share +0.1 points.

  7. 7.VRAI

    2.3%

    Held 7th. 12.4K estimated branded searches, -0.56% vs prior month. Share +0.1 points.

  8. 8.Keyzar

    1.6%

    Held 8th. 8.3K estimated branded searches, -18.6% vs prior month. Share -0.3 points.

  9. 9.Clean Origin

    1%

    Held 9th. 5.4K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.With Clarity

    1%

    Held 10th. 5.4K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Ada Diamonds

    0.17%

    Held 11th. 880 estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Kimaï

    0.09%

    Held 12th. 480 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Blue Nile and its closest rivals

Every comparison with Blue Nile

16 comparisons

How has branded search demand for Blue Nile changed in the United States over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Blue Nile in the United States fell from 209K to 193K.
  • Across the 12 months ending September 2026, Blue Nile’s share of searches among lab-grown diamond jewelers in the United States decreased from 8.4% to 5.3%.
  • Across the 12 months ending September 2026, Blue Nile’s share of searches among lab-grown diamond jewelers in the United States peaked at 20.8% in March 2026 and was lowest at 5.3% in September 2026.
  • Across the 12 months ending September 2026, Blue Nile fell from 3rd to 4th among lab-grown diamond jewelers in the United States.

How did search popularity change for United States lab-grown diamond jewelers in September 2026?

6 changes

  1. In September 2026, Rare Carat gained share of searches among lab-grown diamond jewelers in the United States, from 16.5% to 17%.

  2. In September 2026, Blue Nile lost share of searches among lab-grown diamond jewelers in the United States, from 6.6% to 5.3%.

  3. Estimated monthly branded searches for Clean Origin in the United States rose 50% over 12 measured months, from 3.6K to 5.4K in September 2026.

  4. Estimated monthly branded searches for Frank Darling in the United States rose 49.4% over 12 measured months, from 27.1K to 40.5K in September 2026.

  5. Estimated monthly branded searches for Ritani in the United States rose 16.8% over 12 measured months, from 12.8K to 15K in September 2026.

  6. Estimated monthly branded searches for Kimaï in the United States fell 45.5% over 12 measured months, from 880 to 480 in September 2026.

How are Blue Nile’s branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Blue Nile’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • blue nile
  • blue nile diamonds
  • blue nile engagement rings
  • blue nile jewelry

Do you work for Blue Nile? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Blue Nile compete?

Blue Nile is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Jewelry retailers6th of 85.7%Show ranking
Lab-grown diamond jewelers4th of 125.3%Shown above
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