Blue Nile vs Rare Carat:Which is more popular?
In September 2026, Blue Nile had more branded searches than Rare Carat among jewelry retailers in the United States. Blue Nile had about 165,000 branded searches, while Rare Carat had 90,500. Blue Nile made up 5.7% of all jewelry retailer searches we track, and Rare Carat accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about jewelry retailers, Blue Nile appeared in three of the four answers and Rare Carat in two. Blue Nile was mentioned before Rare Carat in two out of three answers that named either.
Who do people search for more?
Blue Nile, about 82% more searches than Rare Carat
Who does AI mention more?
Blue Nile, mentioned in 3 of 4 answers, Rare Carat in 2
Who does AI recommend more?
Blue Nile, named ahead of Rare Carat in 2 of 3 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. Rare Carat was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Blue Nile was listed before Rare Carat in two out of three answers that named either.
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 Rare Carat more popular in search?
This chart shows how often people search Google for Blue Nile and Rare Carat 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 Blue Nile, Rare Carat. 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 Rare Carat comparison changed over the last 12 months?
3 findings
- Blue Nile was ahead of Rare Carat 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, Rare Carat’s share of searches among jewelry retailers in the United States moved from 2.3% to 3.1%, and its estimated monthly branded searches moved from 74K to 90.5K.
How did search popularity change for United States jewelry retailers in September 2026?
1 change
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Blue Nile’s and Rare Carat’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
Rare Carat
1 branded search term
- rare carat
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