Blue Nile vs Brilliant Earth:Which is more popular?
In September 2026, Brilliant Earth had more branded searches than Blue Nile among jewelry retailers in the United States. Brilliant Earth had about 301,000 branded searches, while Blue Nile had 165,000. Brilliant Earth made up 10.5% of all jewelry retailer searches we track, and Blue Nile accounted for 5.7%. When we asked ChatGPT and Google AI Overviews about jewelry retailers, Blue Nile and Brilliant Earth each appeared in three of the four answers. Blue Nile was mentioned before Brilliant Earth in three out of four answers.
Who do people search for more?
Brilliant Earth, about 82% more searches than Blue Nile
Who does AI mention more?
Both were mentioned in 3 of 4 answers.
Who does AI recommend more?
Blue Nile, named ahead of Brilliant Earth in 3 of 4 answers
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Top jewelry retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Blue Nile was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Brilliant Earth was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Blue Nile was listed before Brilliant Earth in three out of four answers.
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.
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 eight jewelry retailers we track, month by month, from searches in United States.
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
| 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% |
How has the Blue Nile and Brilliant Earth comparison changed over the last 12 months?
3 findings
- Brilliant Earth was ahead of Blue Nile in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Blue Nile’s share of searches among jewelry retailers in the United States moved from 5.2% to 5.7%, and its estimated monthly branded searches held steady at 165K.
- Across the 12 months ending September 2026, Brilliant Earth’s share of searches among jewelry retailers in the United States moved from 9.5% to 10.5%, and its estimated monthly branded searches held steady at 301K.
How did search popularity change for United States jewelry retailers in September 2026?
0 changes
Neither Blue Nile nor Brilliant Earth moved beyond provider rounding among jewelry retailers in September 2026.
How are branded searches counted?
2 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
1 branded search term
- blue nile
Brilliant Earth
1 branded search term
- brilliant earth
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