Brandwave

Brilliant Earth vs Frank Darling:Which is more popular?

In September 2026, Brilliant Earth had more branded searches than Frank Darling among lab-grown diamond jewelers in the United States. Brilliant Earth had about 305,000 branded searches, while Frank Darling had 40,500. Brilliant Earth made up 57.4% of all lab-grown diamond jeweler searches we track, and Frank Darling accounted for 7.6%. When we asked ChatGPT and Google AI Overviews about lab-grown diamond jewelers, Brilliant Earth appeared in all five answers and Frank Darling in none.

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

Who do people search for more?

Brilliant Earth, about 8 searches for every 1 for Frank Darling

Brilliant Earth 305K searchesFrank Darling 40.5K searches

Who does AI mention more?

Brilliant Earth, mentioned in every answer we collected

Brilliant Earth in 5 of 5Frank Darling in 0 of 5

Who does AI recommend more?

Brilliant Earth, the only one of the two named

Brilliant Earth first in 5Frank Darling never named

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Top lab-grown diamond jewelers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Brilliant Earth appeared in all five answers. Frank Darling did not appear in any of the five answers.

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 Brilliant Earth or Frank Darling more popular in search?

This chart shows how often people search Google for Brilliant Earth and Frank Darling 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.

Brilliant Earth and Frank Darling among lab-grown diamond jewelers in the United States, by month

Share of searches by month for Brilliant Earth, Frank Darling. 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 Brilliant Earth and Frank Darling comparison changed over the last 12 months?

3 findings

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

1 change

  1. Estimated monthly branded searches for Frank Darling in the United States rose 49.4% over 12 measured months, from 27.1K to 40.5K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Brilliant Earth’s and Frank Darling’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.

Brilliant Earth

2 branded search terms

  • brilliant earth
  • brilliant earth engagement rings

Frank Darling

1 branded search term

  • frank darling

How the Brand Demand Index is measured

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

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