Blue Nile vs Tiffany & Co.:Which is searched more in the United States?
In September 2026, Tiffany & Co. had more branded searches than Blue Nile among jewelry retailers in the United States. Tiffany & Co. had about 550,000 branded searches, while Blue Nile had 165,000. Tiffany & Co. made up 19.1% of all jewelry retailer searches we track, and Blue Nile accounted for 5.7%.
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Is Blue Nile or Tiffany & Co. more popular in search?
Compare the stores people in the US buy engagement rings and jewelry from. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of searches by month for Tiffany & Co., 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 Tiffany & Co. comparison changed over the last 12 months?
3 findings
- Tiffany & Co. 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, Tiffany & Co.’s share of searches among jewelry retailers in the United States moved from 17.4% to 19.1%, and its estimated monthly branded searches held steady at 550K.
How did search popularity change for United States jewelry retailers in September 2026?
1 change
In September 2026, Tiffany & Co. gained share of searches among jewelry retailers in the United States, from 18.6% to 19.1%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Blue Nile’s and Tiffany & Co.’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
Tiffany & Co.
1 branded search term
- tiffany & co
Other head-to-heads among jewelry retailers
Kay Jewelers vs Tiffany & Co.: compare search popularity
Kay Jewelers vs Zales: compare search popularity
Kay Jewelers vs Brilliant Earth: compare search popularity
Kay Jewelers vs Jared: compare search popularity- Tiffany & Co. vs Zales: compare search popularity
- Tiffany & Co. vs Brilliant Earth: compare search popularity
Put your own brand in this comparison
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