---
title: "Jewelry retailers in the United States: Which are searched most?"
description: "Compare the stores people in the US buy engagement rings and jewelry from. Share of Search among Kay Jewelers, Tiffany & Co., Zales, Brilliant Earth, Jared, Blue Nile, Helzberg Diamonds and Rare Carat, the jewelry retailers Brandwave compares in the United States, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/us/categories/us-jewelry-retailers"
publisher: "Brandwave"
---

# Jewelry retailers in the United States: Which are searched most?

Compare the stores people in the US buy engagement rings and jewelry from. Share of Search among Kay Jewelers, Tiffany & Co., Zales, Brilliant Earth, Jared, Blue Nile, Helzberg Diamonds and Rare Carat, the jewelry retailers Brandwave compares in the United States, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Jewelry retailers
- **Market**: United States
- **Brands compared**: 8
- **Month measured**: Sep 2026
- **Highest Share of Search**: Kay Jewelers, 34.7%

## Which brand is most popular in search among jewelry retailers in the United States?

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Blue Nile | 1st | 3 of 3 | 0 of 1 | 3 of 4 |
| Tiffany & Co. | 2nd | 2 of 3 | 1 of 1 | 3 of 4 |
| Brilliant Earth | 3rd | 2 of 3 | 1 of 1 | 3 of 4 |
| Rare Carat | 3rd | 2 of 3 | 0 of 1 | 2 of 4 |
| Kay Jewelers | 5th | 0 of 3 | 1 of 1 | 1 of 4 |
| Zales | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Jared | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Helzberg Diamonds | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about jewelry retailers

- Asked ChatGPT "Where should I buy an engagement ring in the US?": 1. Rare Carat, 2. Blue Nile, 3. Brilliant Earth, 4. Tiffany & Co.
- Asked ChatGPT "What are the best jewelry stores in the US?": 1. Tiffany & Co., 2. Blue Nile, 3. Brilliant Earth
- Asked ChatGPT "Which jewelry store in the US has the best value on diamonds?": 1. Blue Nile, 2. Rare Carat
- Searched Google, AI Overview "engagement rings": 1. Kay Jewelers, 2. Brilliant Earth, 3. Tiffany & Co.

Not named in any answer: Zales, Jared and Helzberg Diamonds.

Brands are listed in the order each answer named them. The answers were collected in United States on October 22, 2026.

## Compare search popularity between leading brands

- [Kay Jewelers vs Tiffany & Co.: compare search popularity](/demand/us/compare/kay-jewelers-vs-tiffany-and-co): 34.7% against 19.1% Share of Search.
- [Kay Jewelers vs Zales: compare search popularity](/demand/us/compare/kay-jewelers-vs-zales): 34.7% against 12.8% Share of Search.
- [Kay Jewelers vs Brilliant Earth: compare search popularity](/demand/us/compare/brilliant-earth-vs-kay-jewelers): 34.7% against 10.5% Share of Search.
- [Kay Jewelers vs Jared: compare search popularity](/demand/us/compare/jared-vs-kay-jewelers): 34.7% against 8.5% Share of Search.
- [Tiffany & Co. vs Zales: compare search popularity](/demand/us/compare/tiffany-and-co-vs-zales): 19.1% against 12.8% Share of Search.
- [Tiffany & Co. vs Brilliant Earth: compare search popularity](/demand/us/compare/brilliant-earth-vs-tiffany-and-co): 19.1% against 10.5% Share of Search.
- [Tiffany & Co. vs Jared: compare search popularity](/demand/us/compare/jared-vs-tiffany-and-co): 19.1% against 8.5% Share of Search.
- [Zales vs Brilliant Earth: compare search popularity](/demand/us/compare/brilliant-earth-vs-zales): 12.8% against 10.5% Share of Search.
- [Zales vs Jared: compare search popularity](/demand/us/compare/jared-vs-zales): 12.8% against 8.5% Share of Search.
- [Brilliant Earth vs Jared: compare search popularity](/demand/us/compare/brilliant-earth-vs-jared): 10.5% against 8.5% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Kay Jewelers | 34.7% | 1M | 0.0% | Kay Jewelers |
| 2 | Tiffany & Co. | 19.1% | 550K | 0.0% | Tiffany & Co. |
| 3 | Zales | 12.8% | 368K | -18.2% | Zales |
| 4 | Brilliant Earth | 10.5% | 301K | 0.0% | Brilliant Earth |
| 5 | Jared | 8.5% | 246K | 0.0% | Jared |
| 6 | Blue Nile | 5.7% | 165K | 0.0% | Blue Nile |
| 7 | Helzberg Diamonds | 5.5% | 160K | 0.0% | Helzberg Diamonds |
| 8 | Rare Carat | 3.1% | 90.5K | 0.0% | Rare Carat |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Kay Jewelers | 1.2M | 38.5% | 1 |
| Oct 2025 | Tiffany & Co. | 550K | 17.4% | 2 |
| Oct 2025 | Zales | 450K | 14.2% | 3 |
| Oct 2025 | Brilliant Earth | 301K | 9.5% | 4 |
| Oct 2025 | Jared | 246K | 7.8% | 5 |
| Oct 2025 | Blue Nile | 165K | 5.2% | 6 |
| Oct 2025 | Helzberg Diamonds | 160K | 5% | 7 |
| Oct 2025 | Rare Carat | 74K | 2.3% | 8 |
| Nov 2025 | Kay Jewelers | 1.8M | 38.6% | 1 |
| Nov 2025 | Tiffany & Co. | 823K | 17.4% | 2 |
| Nov 2025 | Zales | 823K | 17.4% | 3 |
| Nov 2025 | Brilliant Earth | 368K | 7.8% | 4 |
| Nov 2025 | Jared | 301K | 6.4% | 5 |
| Nov 2025 | Helzberg Diamonds | 256K | 5.4% | 6 |
| Nov 2025 | Blue Nile | 246K | 5.2% | 7 |
| Nov 2025 | Rare Carat | 90.5K | 1.9% | 8 |
| Dec 2025 | Kay Jewelers | 2.7M | 44.2% | 1 |
| Dec 2025 | Tiffany & Co. | 1M | 16.1% | 2 |
| Dec 2025 | Zales | 1M | 16.1% | 3 |
| Dec 2025 | Jared | 450K | 7.3% | 4 |
| Dec 2025 | Brilliant Earth | 368K | 5.9% | 5 |
| Dec 2025 | Helzberg Diamonds | 311K | 5% | 6 |
| Dec 2025 | Blue Nile | 246K | 4% | 7 |
| Dec 2025 | Rare Carat | 90.5K | 1.5% | 8 |
| Jan 2026 | Kay Jewelers | 1.5M | 39% | 1 |
| Jan 2026 | Tiffany & Co. | 673K | 17.5% | 2 |
| Jan 2026 | Zales | 550K | 14.3% | 3 |
| Jan 2026 | Brilliant Earth | 368K | 9.6% | 4 |
| Jan 2026 | Jared | 301K | 7.8% | 5 |
| Jan 2026 | Helzberg Diamonds | 196K | 5.1% | 6 |
| Jan 2026 | Blue Nile | 165K | 4.3% | 7 |
| Jan 2026 | Rare Carat | 90.5K | 2.4% | 8 |
| Feb 2026 | Kay Jewelers | 1.5M | 41.2% | 1 |
| Feb 2026 | Tiffany & Co. | 550K | 15.1% | 2 |
| Feb 2026 | Zales | 550K | 15.1% | 3 |
| Feb 2026 | Brilliant Earth | 301K | 8.3% | 4 |
| Feb 2026 | Jared | 301K | 8.3% | 5 |
| Feb 2026 | Helzberg Diamonds | 196K | 5.4% | 6 |
| Feb 2026 | Blue Nile | 165K | 4.5% | 7 |
| Feb 2026 | Rare Carat | 74K | 2% | 8 |
| Mar 2026 | Kay Jewelers | 1.2M | 39.1% | 1 |
| Mar 2026 | Tiffany & Co. | 550K | 17.6% | 2 |
| Mar 2026 | Zales | 450K | 14.4% | 3 |
| Mar 2026 | Brilliant Earth | 301K | 9.6% | 4 |
| Mar 2026 | Jared | 201K | 6.4% | 5 |
| Mar 2026 | Blue Nile | 165K | 5.3% | 6 |
| Mar 2026 | Helzberg Diamonds | 160K | 5.1% | 7 |
| Mar 2026 | Rare Carat | 74K | 2.4% | 8 |
| Apr 2026 | Kay Jewelers | 1.2M | 36.5% | 1 |
| Apr 2026 | Tiffany & Co. | 673K | 20.1% | 2 |
| Apr 2026 | Zales | 550K | 16.4% | 3 |
| Apr 2026 | Brilliant Earth | 301K | 9% | 4 |
| Apr 2026 | Jared | 201K | 6% | 5 |
| Apr 2026 | Blue Nile | 165K | 4.9% | 6 |
| Apr 2026 | Helzberg Diamonds | 160K | 4.8% | 7 |
| Apr 2026 | Rare Carat | 74K | 2.2% | 8 |
| May 2026 | Kay Jewelers | 1.5M | 40% | 1 |
| May 2026 | Tiffany & Co. | 673K | 18% | 2 |
| May 2026 | Zales | 550K | 14.7% | 3 |
| May 2026 | Brilliant Earth | 368K | 9.8% | 4 |
| May 2026 | Jared | 246K | 6.6% | 5 |
| May 2026 | Helzberg Diamonds | 171K | 4.6% | 6 |
| May 2026 | Blue Nile | 165K | 4.4% | 7 |
| May 2026 | Rare Carat | 74K | 2% | 8 |
| Jun 2026 | Kay Jewelers | 1M | 34.3% | 1 |
| Jun 2026 | Tiffany & Co. | 550K | 18.9% | 2 |
| Jun 2026 | Zales | 450K | 15.4% | 3 |
| Jun 2026 | Brilliant Earth | 301K | 10.3% | 4 |
| Jun 2026 | Jared | 246K | 8.4% | 5 |
| Jun 2026 | Helzberg Diamonds | 160K | 5.5% | 6 |
| Jun 2026 | Blue Nile | 135K | 4.6% | 7 |
| Jun 2026 | Rare Carat | 74K | 2.5% | 8 |
| Jul 2026 | Kay Jewelers | 1M | 34% | 1 |
| Jul 2026 | Tiffany & Co. | 550K | 18.7% | 2 |
| Jul 2026 | Zales | 450K | 15.3% | 3 |
| Jul 2026 | Brilliant Earth | 301K | 10.2% | 4 |
| Jul 2026 | Jared | 246K | 8.4% | 5 |
| Jul 2026 | Blue Nile | 165K | 5.6% | 6 |
| Jul 2026 | Helzberg Diamonds | 160K | 5.4% | 7 |
| Jul 2026 | Rare Carat | 74K | 2.5% | 8 |
| Aug 2026 | Kay Jewelers | 1M | 33.8% | 1 |
| Aug 2026 | Tiffany & Co. | 550K | 18.6% | 2 |
| Aug 2026 | Zales | 450K | 15.2% | 3 |
| Aug 2026 | Brilliant Earth | 301K | 10.2% | 4 |
| Aug 2026 | Jared | 246K | 8.3% | 5 |
| Aug 2026 | Blue Nile | 165K | 5.6% | 6 |
| Aug 2026 | Helzberg Diamonds | 160K | 5.4% | 7 |
| Aug 2026 | Rare Carat | 90.5K | 3.1% | 8 |
| Sep 2026 | Kay Jewelers | 1M | 34.7% | 1 |
| Sep 2026 | Tiffany & Co. | 550K | 19.1% | 2 |
| Sep 2026 | Zales | 368K | 12.8% | 3 |
| Sep 2026 | Brilliant Earth | 301K | 10.5% | 4 |
| Sep 2026 | Jared | 246K | 8.5% | 5 |
| Sep 2026 | Blue Nile | 165K | 5.7% | 6 |
| Sep 2026 | Helzberg Diamonds | 160K | 5.5% | 7 |
| Sep 2026 | Rare Carat | 90.5K | 3.1% | 8 |

## What is being compared

- **Blue Nile**: Measured on the search term “blue nile”.
- **Brilliant Earth**: Measured on the search term “brilliant earth”.
- **Helzberg Diamonds**: Measured on the search terms “helzberg” and “helzberg diamonds”, summed into one figure.
- **Jared**: Measured on the search terms “jared jewelers” and “jared jewelry”, summed into one figure.
- **Kay Jewelers**: Measured on the search terms “kay jewelers” and “kay jewelry”, summed into one figure.
- **Rare Carat**: Measured on the search term “rare carat”.
- **Tiffany & Co.**: Measured on the search term “tiffany & co”.
- **Zales**: Measured on the search term “zales”.

- [Blue Nile](/demand/us/brands/blue-nile)
- [Brilliant Earth](/demand/us/brands/brilliant-earth)
- [Helzberg Diamonds](/demand/us/brands/helzberg-diamonds)
- [Jared](/demand/us/brands/jared)
- [Kay Jewelers](/demand/us/brands/kay-jewelers)
- [Rare Carat](/demand/us/brands/rare-carat)
- [Tiffany & Co.](/demand/us/brands/tiffany-and-co)
- [Zales](/demand/us/brands/zales)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among jewelry retailers in the United States?

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.

## Cite this page

Brandwave. "Jewelry retailers in the United States: Which are searched most?". https://gobrandwave.com/demand/us/categories/us-jewelry-retailers

This page is also available as HTML at https://gobrandwave.com/demand/us/categories/us-jewelry-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.