--- title: "Brilliant Earth vs Rare Carat: Which is searched more in the United States?" description: "Is Brilliant Earth or Rare Carat more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Jewelry retailers set in the United States. 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." canonical: "https://gobrandwave.com/demand/us/compare/brilliant-earth-vs-rare-carat" publisher: "Brandwave" --- # Brilliant Earth vs Rare Carat: Which is searched more in the United States? Is Brilliant Earth or Rare Carat more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Jewelry retailers set in the United States. 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. ## Key facts - **Compared**: Brilliant Earth and Rare Carat - **Competitive set**: Jewelry retailers - **Market**: United States - **Month measured**: Sep 2026 - **Brilliant Earth Share of Search**: 10.5% - **Rare Carat Share of Search**: 3.1% ## Is Brilliant Earth or Rare Carat more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Blue Nile | 1st | 3 of 3 | 0 of 1 | 3 of 4 | | Tiffany & Co. | 2nd | 2 of 3 | 1 of 1 | 3 of 4 | | Brilliant Earth | 3rd | 2 of 3 | 1 of 1 | 3 of 4 | | Rare Carat | 3rd | 2 of 3 | 0 of 1 | 2 of 4 | | Kay Jewelers | 5th | 0 of 3 | 1 of 1 | 1 of 4 | | Zales | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Jared | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Helzberg Diamonds | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about jewelry retailers - Asked ChatGPT "Where should I buy an engagement ring in the US?": 1. Rare Carat, 2. Blue Nile, 3. Brilliant Earth, 4. Tiffany & Co. - Asked ChatGPT "What are the best jewelry stores in the US?": 1. Tiffany & Co., 2. Blue Nile, 3. Brilliant Earth - Asked ChatGPT "Which jewelry store in the US has the best value on diamonds?": 1. Blue Nile, 2. Rare Carat - Searched Google, AI Overview "engagement rings": 1. Kay Jewelers, 2. Brilliant Earth, 3. Tiffany & Co. Not named in any answer: Zales, Jared and Helzberg Diamonds. Brands are listed in the order each answer named them. The answers were collected in United States on October 22, 2026. ## How did search popularity change for United States jewelry retailers in September 2026? - 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. ## Month by month | Month | Brilliant Earth estimated searches | Brilliant Earth Share of Search | Brilliant Earth rank | Rare Carat estimated searches | Rare Carat Share of Search | Rare Carat rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 301K | 9.5% | 4 | 74K | 2.3% | 8 | | Nov 2025 | 368K | 7.8% | 4 | 90.5K | 1.9% | 8 | | Dec 2025 | 368K | 5.9% | 5 | 90.5K | 1.5% | 8 | | Jan 2026 | 368K | 9.6% | 4 | 90.5K | 2.4% | 8 | | Feb 2026 | 301K | 8.3% | 4 | 74K | 2% | 8 | | Mar 2026 | 301K | 9.6% | 4 | 74K | 2.4% | 8 | | Apr 2026 | 301K | 9% | 4 | 74K | 2.2% | 8 | | May 2026 | 368K | 9.8% | 4 | 74K | 2% | 8 | | Jun 2026 | 301K | 10.3% | 4 | 74K | 2.5% | 8 | | Jul 2026 | 301K | 10.2% | 4 | 74K | 2.5% | 8 | | Aug 2026 | 301K | 10.2% | 4 | 90.5K | 3.1% | 8 | | Sep 2026 | 301K | 10.5% | 4 | 90.5K | 3.1% | 8 | ## How each brand is measured 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**: Measured on the search term “brilliant earth”. - **Rare Carat**: Measured on the search term “rare carat”. - [Brilliant Earth profile](/demand/us/brands/brilliant-earth) - [Rare Carat profile](/demand/us/brands/rare-carat) - [All jewelry retailers in the United States](/demand/us/categories/us-jewelry-retailers): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Brilliant Earth or Rare Carat more popular in search? 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%. ## Cite this page Brandwave. "Brilliant Earth vs Rare Carat: Which is searched more in the United States?". https://gobrandwave.com/demand/us/compare/brilliant-earth-vs-rare-carat This page is also available as HTML at https://gobrandwave.com/demand/us/compare/brilliant-earth-vs-rare-carat. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.