Brilliant Earth vs Rare Carat:Which is more popular?
In September 2026, Brilliant Earth had more branded searches than Rare Carat among jewelry retailers in the United States. Brilliant Earth had about 301,000 branded searches, while Rare Carat had 90,500. Brilliant Earth made up 10.5% 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, Brilliant Earth appeared in three of the four answers and Rare Carat in two. Brilliant Earth and Rare Carat were each mentioned first in two of the four answers.
Who do people search for more?
Brilliant Earth, about 3 searches for every 1 for Rare Carat
Who does AI mention more?
Brilliant Earth, mentioned in 3 of 4 answers, Rare Carat in 2
Who does AI recommend more?
Each is named first in 2 of 4 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. Rare Carat was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Brilliant Earth and Rare Carat were each listed first in two of the four answers.
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 Rare Carat more popular in search?
This chart shows how often people search Google for Brilliant Earth 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 Brilliant Earth, 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 Brilliant Earth and Rare Carat comparison changed over the last 12 months?
3 findings
- Brilliant Earth was ahead of Rare Carat 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, 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 Brilliant Earth’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.
Brilliant Earth
1 branded search term
- brilliant earth
Rare Carat
1 branded search term
- rare carat
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