Brandwave

Blue Nile vs Grown Brilliance:Which is more popular?

In September 2026, Blue Nile had more branded searches than Grown Brilliance among lab-grown diamond jewelers in the United States. Blue Nile had about 28,300 branded searches, while Grown Brilliance had 19,100. Blue Nile made up 5.3% of all lab-grown diamond jeweler searches we track, and Grown Brilliance accounted for 3.6%. When we asked ChatGPT and Google AI Overviews about lab-grown diamond jewelers, Blue Nile appeared in three of the five answers and Grown Brilliance in two. Blue Nile was mentioned before Grown Brilliance in three out of four answers that named either.

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

Who do people search for more?

Blue Nile, about 48% more searches than Grown Brilliance

Blue Nile 28.3K searchesGrown Brilliance 19.1K searches

Who does AI mention more?

Blue Nile, mentioned in 3 of 5 answers, Grown Brilliance in 2

Blue Nile in 3 of 5Grown Brilliance in 2 of 5

Who does AI recommend more?

Blue Nile, named ahead of Grown Brilliance in 3 of 4 answers

Blue Nile first in 3Grown Brilliance 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, Blue Nile was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Grown Brilliance was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Blue Nile was listed before Grown Brilliance in three out of four answers that named either.

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 Grown Brilliance more popular in search?

This chart shows how often people search Google for Blue Nile and Grown Brilliance 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 Grown Brilliance among lab-grown diamond jewelers in the United States, by month

Share of searches by month for Blue Nile, Grown Brilliance. 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 Grown Brilliance comparison changed over the last 12 months?

3 findings

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

2 changes

  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%.

  2. Estimated monthly branded searches for Grown Brilliance in the United States fell 17.7% over 12 measured months, from 23.2K to 19.1K in September 2026.

How are branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Blue Nile’s and Grown Brilliance’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

Grown Brilliance

2 branded search terms

  • grown brilliance
  • grownbrilliance

How the Brand Demand Index is measured

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

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