Brilliant Earth vs Kay Jewelers:Which is more popular?
In September 2026, Kay Jewelers had more branded searches than Brilliant Earth among jewelry retailers in the United States. Kay Jewelers had about 1 million branded searches, while Brilliant Earth had 301,000. Kay Jewelers made up 34.7% of all jewelry retailer searches we track, and Brilliant Earth accounted for 10.5%. When we asked ChatGPT and Google AI Overviews about jewelry retailers, Brilliant Earth appeared in three of the four answers and Kay Jewelers in one. Brilliant Earth was mentioned before Kay Jewelers in two out of three answers that named either.
Who do people search for more?
Kay Jewelers, about 3 searches for every 1 for Brilliant Earth
Who does AI mention more?
Brilliant Earth, mentioned in 3 of 4 answers, Kay Jewelers in 1
Who does AI recommend more?
Brilliant Earth, named ahead of Kay Jewelers 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, Brilliant Earth was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Kay Jewelers was mentioned in one out of four: not in any of the three ChatGPT answers, but in the Google AI Overview. Brilliant Earth was listed before Kay Jewelers 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 Brilliant Earth or Kay Jewelers more popular in search?
This chart shows how often people search Google for Brilliant Earth and Kay Jewelers 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 Kay Jewelers, Brilliant Earth. 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 Brilliant Earth and Kay Jewelers comparison changed over the last 12 months?
3 findings
- Kay Jewelers was ahead of Brilliant Earth in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Kay Jewelers’ share of searches among jewelry retailers in the United States moved from 38.5% to 34.7%, and its estimated monthly branded searches moved from 1.2M to 1M.
How did search popularity change for United States jewelry retailers in September 2026?
1 change
In September 2026, Kay Jewelers gained share of searches among jewelry retailers in the United States, from 33.8% to 34.7%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Brilliant Earth’s and Kay Jewelers’ 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
1 branded search term
- brilliant earth
Kay Jewelers
2 branded search terms
- kay jewelers
- kay jewelry
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