How popular isTiffany & Co.?
In September 2026, people searched for Tiffany & Co. by name about 550,000 times in the United States, about the same as the previous year. These searches made up 19.1% of all United States jewelry retailer searches, placing Tiffany & Co. second out of eight retailers. When we asked both ChatGPT and Google AI Overviews about jewelry retailers, Tiffany & Co. appeared in three of the four answers and was the second most recommended of the eight.
Tiffany & Co. is the second most searched of 8 competitors and the second most recommended in AI answers.
Kay JewelersShare of searches 34.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
Tiffany & Co.Share of searches 19.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
ZalesShare of searches 12.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
Brilliant EarthShare of searches 10.5%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
JaredShare of searches 8.5%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
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Top jewelry retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Tiffany & Co. was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Tiffany & Co. is the second most recommended of the eight.
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.
- Tiffany & Co.3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Brilliant Earth3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Blue Nile3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Rare Carat2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Kay Jewelers1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Zales0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Jared0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Helzberg Diamonds0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about jewelry retailers
4 answers
Asked ChatGPT
“Where should I buy an engagement ring in the US?”
Asked ChatGPT
“What are the best jewelry stores in the US?”
Asked ChatGPT
“Which jewelry store in the US has the best value on diamonds?”
Searched Google, AI Overview
“jewelry stores”
Google showed no AI Overview for this search.
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 States on October 22, 2026.
Which jewelry retailers compete with Tiffany & Co.?
Share of searches by month for Kay Jewelers, Tiffany & Co., Zales, Brilliant Earth, Jared, Blue Nile, Helzberg Diamonds, Rare Carat. The figures are in the table below the chart.
View monthly share of searches table
| Month | Kay Jewelers | Tiffany & Co. | Zales | Brilliant Earth | Jared | Blue Nile | Helzberg Diamonds | Rare Carat |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 38.5% | 17.4% | 14.2% | 9.5% | 7.8% | 5.2% | 5% | 2.3% |
| Nov 2025 | 38.6% | 17.4% | 17.4% | 7.8% | 6.4% | 5.2% | 5.4% | 1.9% |
| Dec 2025 | 44.2% | 16.1% | 16.1% | 5.9% | 7.3% | 4% | 5% | 1.5% |
| Jan 2026 | 39% | 17.5% | 14.3% | 9.6% | 7.8% | 4.3% | 5.1% | 2.4% |
| Feb 2026 | 41.2% | 15.1% | 15.1% | 8.3% | 8.3% | 4.5% | 5.4% | 2% |
| Mar 2026 | 39.1% | 17.6% | 14.4% | 9.6% | 6.4% | 5.3% | 5.1% | 2.4% |
| Apr 2026 | 36.5% | 20.1% | 16.4% | 9% | 6% | 4.9% | 4.8% | 2.2% |
| May 2026 | 40% | 18% | 14.7% | 9.8% | 6.6% | 4.4% | 4.6% | 2% |
| Jun 2026 | 34.3% | 18.9% | 15.4% | 10.3% | 8.4% | 4.6% | 5.5% | 2.5% |
| Jul 2026 | 34% | 18.7% | 15.3% | 10.2% | 8.4% | 5.6% | 5.4% | 2.5% |
| Aug 2026 | 33.8% | 18.6% | 15.2% | 10.2% | 8.3% | 5.6% | 5.4% | 3.1% |
| Sep 2026 | 34.7% | 19.1% | 12.8% | 10.5% | 8.5% | 5.7% | 5.5% | 3.1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 34.7% | 1M | 0% | +1 points | |
| 2, held 2nd | 19.1% | 550K | 0% | +0.5 points | |
| 3, held 3rd | 12.8% | 368K | -18.2% | -2.4 points | |
| 4, held 4th | 10.5% | 301K | 0% | +0.3 points | |
| 5, held 5th | 8.5% | 246K | 0% | +0.2 points | |
| 6, held 6th | 5.7% | 165K | 0% | +0.2 points | |
| 7, held 7th | 5.5% | 160K | 0% | +0.2 points | |
| 8, held 8th | 3.1% | 90.5K | 0% | +0.1 points |
34.7%
Held 1st. 1M estimated branded searches, 0% vs prior month. Share +1 points.
19.1%
Held 2nd. 550K estimated branded searches, 0% vs prior month. Share +0.5 points.
3.
Zales12.8%
Held 3rd. 368K estimated branded searches, -18.2% vs prior month. Share -2.4 points.
10.5%
Held 4th. 301K estimated branded searches, 0% vs prior month. Share +0.3 points.
5.
Jared8.5%
Held 5th. 246K estimated branded searches, 0% vs prior month. Share +0.2 points.
5.7%
Held 6th. 165K estimated branded searches, 0% vs prior month. Share +0.2 points.
5.5%
Held 7th. 160K estimated branded searches, 0% vs prior month. Share +0.2 points.
3.1%
Held 8th. 90.5K estimated branded searches, 0% vs prior month. Share +0.1 points.
Compare popularity between Tiffany & Co. and its closest rivals
Every comparison with Tiffany & Co.
7 comparisons
How has branded search demand for Tiffany & Co. changed in the United States over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Tiffany & Co. in the United States held steady at 550K.
- Across the 12 months ending September 2026, Tiffany & Co.’s share of searches among jewelry retailers in the United States increased from 17.4% to 19.1%.
- Across the 12 months ending September 2026, Tiffany & Co.’s share of searches among jewelry retailers in the United States peaked at 20.1% in April 2026 and was lowest at 15.1% in February 2026.
How did search popularity change for United States jewelry retailers in September 2026?
4 changes
In September 2026, Kay Jewelers gained share of searches among jewelry retailers in the United States, from 33.8% to 34.7%.
In September 2026, Tiffany & Co. gained share of searches among jewelry retailers in the United States, from 18.6% to 19.1%.
In September 2026, Zales lost share of searches among jewelry retailers in the United States, from 15.2% to 12.8%.
Estimated monthly branded searches for Rare Carat in the United States rose 22.3% over 12 measured months, from 74K to 90.5K in September 2026.
How are Tiffany & Co.’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Tiffany & Co.’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
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