Brandwave

How popular isZales?

In September 2026, people searched for Zales by name about 368,000 times in the United States, an 18.2% decrease from the previous year. These searches made up 12.8% of all United States jewelry retailer searches, placing Zales third out of eight retailers. When we asked both ChatGPT and Google AI Overviews about jewelry retailers, Zales did not appear in any of the answers.

Search and AI answers in September 2026

Zales is the third most searched of 8 competitors and not listed in any AI answer.

  1. Kay JewelersShare of searches 34.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  2. Tiffany & Co.Share of searches 19.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  3. ZalesShare of searches 12.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. Brilliant EarthShare of searches 10.5%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  5. 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, Zales did not appear in any of the four answers.

Most recommended by AI

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

  1. Blue Nile1st
  2. Tiffany & Co.2nd
  3. Brilliant Earth3rd
  4. Rare Carat3rd
  5. Kay Jewelers5th
  6. Zales–
  7. Jared–
  8. Helzberg Diamonds–

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

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 Zales?

Zales against jewelry retailers in the United States, by month

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
MonthKay JewelersTiffany & Co.ZalesBrilliant EarthJaredBlue NileHelzberg DiamondsRare Carat
Oct 202538.5%17.4%14.2%9.5%7.8%5.2%5%2.3%
Nov 202538.6%17.4%17.4%7.8%6.4%5.2%5.4%1.9%
Dec 202544.2%16.1%16.1%5.9%7.3%4%5%1.5%
Jan 202639%17.5%14.3%9.6%7.8%4.3%5.1%2.4%
Feb 202641.2%15.1%15.1%8.3%8.3%4.5%5.4%2%
Mar 202639.1%17.6%14.4%9.6%6.4%5.3%5.1%2.4%
Apr 202636.5%20.1%16.4%9%6%4.9%4.8%2.2%
May 202640%18%14.7%9.8%6.6%4.4%4.6%2%
Jun 202634.3%18.9%15.4%10.3%8.4%4.6%5.5%2.5%
Jul 202634%18.7%15.3%10.2%8.4%5.6%5.4%2.5%
Aug 202633.8%18.6%15.2%10.2%8.3%5.6%5.4%3.1%
Sep 202634.7%19.1%12.8%10.5%8.5%5.7%5.5%3.1%

  1. 1.Kay Jewelers

    34.7%

    Held 1st. 1M estimated branded searches, 0% vs prior month. Share +1 points.

  2. 2.Tiffany & Co.

    19.1%

    Held 2nd. 550K estimated branded searches, 0% vs prior month. Share +0.5 points.

  3. 3.Zales

    12.8%

    Held 3rd. 368K estimated branded searches, -18.2% vs prior month. Share -2.4 points.

  4. 4.Brilliant Earth

    10.5%

    Held 4th. 301K estimated branded searches, 0% vs prior month. Share +0.3 points.

  5. 5.Jared

    8.5%

    Held 5th. 246K estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Blue Nile

    5.7%

    Held 6th. 165K estimated branded searches, 0% vs prior month. Share +0.2 points.

  7. 7.Helzberg Diamonds

    5.5%

    Held 7th. 160K estimated branded searches, 0% vs prior month. Share +0.2 points.

  8. 8.Rare Carat

    3.1%

    Held 8th. 90.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Zales and its closest rivals

Every comparison with Zales

7 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Zales in the United States fell from 450K to 368K.
  • Across the 12 months ending September 2026, Zales’ share of searches among jewelry retailers in the United States decreased from 14.2% to 12.8%.
  • Across the 12 months ending September 2026, Zales’ share of searches among jewelry retailers in the United States peaked at 17.4% in November 2025 and was lowest at 12.8% in September 2026.

How did search popularity change for United States jewelry retailers in September 2026?

4 changes

  1. In September 2026, Kay Jewelers gained share of searches among jewelry retailers in the United States, from 33.8% to 34.7%.

  2. In September 2026, Tiffany & Co. gained share of searches among jewelry retailers in the United States, from 18.6% to 19.1%.

  3. In September 2026, Zales lost share of searches among jewelry retailers in the United States, from 15.2% to 12.8%.

  4. 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 Zales’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Zales’ 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.

  • zales

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How the Brand Demand Index is measured

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