Jewelry retailers in the United States:Which are most popular?
In September 2026, Kay Jewelers was the most searched jewelry retailer in the United States, accounting for 34.7% of all searches among the eight retailers we track. When we checked with ChatGPT and Google AI Overviews, Tiffany & Co., Brilliant Earth and Blue Nile were mentioned most often, in three of the four answers. Blue Nile was recommended most often, coming first in one out of four responses.
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 Brandwave's three ChatGPT questions and one Google AI Overview, Tiffany & Co., Brilliant Earth and Blue Nile were mentioned most often, in three of the four answers. Blue Nile was recommended most often, coming first in one out of four answers. Tiffany & Co. was second, and Brilliant Earth and Rare Carat tied for third. Zales, which ranked third in searches, was not mentioned at all.
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 do people search for most?
This chart shows how often people search Google for each jewelry retailer by name. Each line represents a brand's share of searches for all eight jewelry retailers we track, month by month, from searches in United States.
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.
Which brand is most popular in search among jewelry retailers in the United States?
8 brands
In September 2026, Kay Jewelers was the most searched among jewelry retailers in the United States, with an estimated 1M branded searches, 34.7% of all searches for the eight we track. Tiffany & Co. is in 2nd place, 15.6 percentage points behind at 19.1%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Kay Jewelers | 38.5% → 34.7% | 44.2%Dec 2025 | 33.8%Aug 2026 | 1st |
| Tiffany & Co. | 17.4% → 19.1% | 20.1%Apr 2026 | 15.1%Feb 2026 | 2nd |
| Zales | 14.2% → 12.8% | 17.4%Nov 2025 | 12.8%Sep 2026 | 3rd |
| Brilliant Earth | 9.5% → 10.5% | 10.5%Sep 2026 | 5.9%Dec 2025 | 4th |
| Jared | 7.8% → 8.5% | 8.5%Sep 2026 | 6%Apr 2026 | 5th |
| Blue Nile | 5.2% → 5.7% | 5.7%Sep 2026 | 4%Dec 2025 | 6th |
| Helzberg Diamonds | 5% → 5.5% | 5.5%Sep 2026 | 4.6%May 2026 | 7th |
| Rare Carat | 2.3% → 3.1% | 3.1%Sep 2026 | 1.5%Dec 2025 | 8th |
Each finding as a sentence
- Across the 12 months ending September 2026, Kay Jewelers’ share of searches among jewelry retailers in the United States decreased from 38.5% to 34.7%.
- 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, 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, Brilliant Earth’s share of searches among jewelry retailers in the United States increased from 9.5% to 10.5%.
- Across the 12 months ending September 2026, Jared’s share of searches among jewelry retailers in the United States increased from 7.8% to 8.5%.
- Across the 12 months ending September 2026, Blue Nile’s share of searches among jewelry retailers in the United States increased from 5.2% to 5.7%.
- Across the 12 months ending September 2026, Rare Carat’s share of searches among jewelry retailers in the United States increased from 2.3% to 3.1%.
- Across the 12 months ending September 2026, Kay Jewelers’ share of searches among jewelry retailers in the United States peaked at 44.2% in December 2025 and was lowest at 33.8% in August 2026.
- 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.
- 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.
- Across the 12 months ending September 2026, Brilliant Earth’s share of searches among jewelry retailers in the United States peaked at 10.5% in September 2026 and was lowest at 5.9% in December 2025.
- Across the 12 months ending September 2026, Jared’s share of searches among jewelry retailers in the United States peaked at 8.5% in September 2026 and was lowest at 6% in April 2026.
- Across the 12 months ending September 2026, Blue Nile’s share of searches among jewelry retailers in the United States peaked at 5.7% in September 2026 and was lowest at 4% in December 2025.
- Across the 12 months ending September 2026, Rare Carat’s share of searches among jewelry retailers in the United States peaked at 3.1% in September 2026 and was lowest at 1.5% in December 2025.
- Across the 12 months ending September 2026, Helzberg Diamonds held steady: its share of searches among jewelry retailers in the United States moved less than 0.5 percentage points.
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.
Compare popularity between leading brands
- Kay Jewelers vs Tiffany & Co.: compare popularity
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- Tiffany & Co. vs Brilliant Earth: compare popularity
- Tiffany & Co. vs Jared: compare popularity
- Zales vs Brilliant Earth: compare popularity
- Zales vs Jared: compare popularity
- Brilliant Earth vs Jared: compare popularity
- Compare any of these brands
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