Brandwave

Alex and Ani vs Swarovski:Which is more popular?

In September 2026, Alex and Ani had more branded searches than Swarovski among jewelry brands in the United States. Alex and Ani had about 90,500 branded searches, while Swarovski had 8,100. Alex and Ani made up 2.7% of all jewelry brand searches we track, and Swarovski accounted for 0.24%. When we asked ChatGPT and Google AI Overviews about jewelry brands, Swarovski appeared in one of the three answers and Alex and Ani in none.

Among jewelry brands in the United States in September 2026

Who do people search for more?

Alex and Ani, about 11 searches for every 1 for Swarovski

Alex and Ani 90.5K searchesSwarovski 8.1K searches

Who does AI mention more?

Swarovski, mentioned in 1 of 3 answers, Alex and Ani in 0

Swarovski in 1 of 3Alex and Ani in 0 of 3

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Top jewelry brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, Swarovski was mentioned in one out of three: in one of the three ChatGPT answers. Alex and Ani did not appear in any of the three answers.

Most recommended by AI

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

  1. Mejuri1st
  2. Quince2nd
  3. Catbird3rd
  4. Cartier4th
  5. Tiffany & Co.5th
  6. David Yurman6th
  7. Swarovski7th
  8. Monica Vinader8th
  9. Gorjana9th
  10. +5 more
  11. Alex and Ani–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Mejuri3 of 3Named in 3 of 3 ChatGPT answers
  • Catbird3 of 3Named in 3 of 3 ChatGPT answers
  • David Yurman2 of 3Named in 2 of 3 ChatGPT answers
  • Pandora2 of 3Named in 2 of 3 ChatGPT answers
  • Cartier2 of 3Named in 2 of 3 ChatGPT answers
  • Quince2 of 3Named in 2 of 3 ChatGPT answers
  • Gorjana1 of 3Named in 1 of 3 ChatGPT answers
  • Ana Luisa1 of 3Named in 1 of 3 ChatGPT answers
  • Swarovski1 of 3Named in 1 of 3 ChatGPT answers
  • Alex and Ani0 of 3Named in 0 of 3 ChatGPT answers

+5 more

See every answer about jewelry brands

3 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 26, 2026.

Is Alex and Ani or Swarovski more popular in search?

This chart shows how often people search Google for Alex and Ani and Swarovski by name. Each line represents a brand's share of searches for all 15 jewelry brands we track, month by month, from searches in United States.

Alex and Ani and Swarovski among jewelry brands in the United States, by month

Share of searches by month for Alex and Ani, Swarovski. The figures are in the table below the chart.

View monthly share of searches table
MonthKendra ScottJames AveryDavid YurmanPandoraEvry JewelsGorjanaMejuriAlex and AniAna LuisaMonica VinaderTiffany & Co.CartierCatbirdQuinceSwarovski
Oct 202532%17.6%11.8%11.8%6.4%6.4%6.4%1.6%0.87%0.71%1.6%1.3%0.47%0.32%0.58%
Nov 202529.4%16%8.8%16%13.1%4.8%5.9%1.4%0.79%0.79%0.97%0.79%0.43%0.19%0.36%
Dec 202523%23%12.6%18.8%5.7%5.7%4.6%2.1%0.76%0.62%1.1%0.93%0.51%0.19%0.51%
Jan 202623.5%23.5%12.9%15.8%5.8%5.8%5.8%1.7%0.78%0.64%1.2%1.2%0.52%0.28%0.52%
Feb 202621.4%26%11.7%17.5%5.2%5.2%6.4%1.6%0.86%0.58%1.1%1.3%0.47%0.31%0.47%
Mar 202625%20.4%13.7%13.7%7.5%6.1%6.1%1.8%1%0.82%1.2%1.2%0.55%0.37%0.55%
Apr 202622.1%22.1%14.8%12.1%8.1%6.6%6.6%2.4%0.89%0.73%1.1%1.1%0.6%0.4%0.49%
May 202622.5%22.5%12.4%18.5%4.5%6.8%5.5%2.5%0.91%0.61%0.91%1.1%0.5%0.33%0.5%
Jun 202620.5%20.5%13.7%16.7%6.1%7.5%6.1%2.8%1%1%1.5%1%0.55%0.37%0.68%
Jul 202621.7%26.4%11.9%14.5%6.5%6.5%5.3%2.4%0.87%0.72%0.59%1.1%0.59%0.39%0.59%
Aug 202623.6%19.3%12.9%15.8%7.1%7.1%7.1%2.6%0.95%0.64%0.78%0.78%0.52%0.42%0.52%
Sep 202624.9%20.4%13.6%13.6%7.4%7.4%6.1%2.7%1%0.67%0.67%0.45%0.45%0.37%0.24%

How has the Alex and Ani and Swarovski comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Swarovski fell from 14th to 15th among jewelry brands in the United States.

  2. Estimated monthly branded searches for Alex and Ani in the United States rose 49.6% over 12 measured months, from 60.5K to 90.5K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Alex and Ani’s and Swarovski’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.

Alex and Ani

1 branded search term

  • alex and ani

Swarovski

1 branded search term

  • swarovski jewelry

How the Brand Demand Index is measured

Other head-to-heads among jewelry brands

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