Brandwave

Blue Nile vs Brilliant Earth:Which is more popular?

In September 2026, Brilliant Earth had more branded searches than Blue Nile among lab-grown diamond jewelers in the United States. Brilliant Earth had about 305,000 branded searches, while Blue Nile had 28,300. Brilliant Earth made up 57.4% of all lab-grown diamond jeweler searches we track, and Blue Nile accounted for 5.3%. When we asked ChatGPT and Google AI Overviews about lab-grown diamond jewelers, Brilliant Earth appeared in all five answers and Blue Nile in three. Brilliant Earth was mentioned before Blue Nile in four out of five answers.

Among lab-grown diamond jewelers in the United States in September 2026

Who do people search for more?

Brilliant Earth, about 11 searches for every 1 for Blue Nile

Brilliant Earth 305K searchesBlue Nile 28.3K searches

Who does AI mention more?

Brilliant Earth, mentioned in every answer we collected

Brilliant Earth in 5 of 5Blue Nile in 3 of 5

Who does AI recommend more?

Brilliant Earth, named ahead of Blue Nile in 4 of 5 answers

Brilliant Earth first in 4Blue Nile first in 1

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

In three ChatGPT questions and two Google AI Overviews, Brilliant Earth appeared in all five answers. Blue Nile was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Brilliant Earth was listed before Blue Nile in four out of five answers.

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.

Is Blue Nile or Brilliant Earth more popular in search?

This chart shows how often people search Google for Blue Nile and Brilliant Earth by name. Each line represents a brand's share of searches for all 12 lab-grown diamond jewelers we track, month by month, from searches in United States.

Blue Nile and Brilliant Earth among lab-grown diamond jewelers in the United States, by month

Share of searches by month for Brilliant Earth, Blue Nile. 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%

How has the Blue Nile and Brilliant Earth comparison changed over the last 12 months?

3 findings

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

1 change

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

How are branded searches counted?

5 search terms

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

Blue Nile

3 branded search terms

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

Brilliant Earth

2 branded search terms

  • brilliant earth
  • brilliant earth engagement rings

How the Brand Demand Index is measured

Other head-to-heads among lab-grown diamond jewelers

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