Helzberg Diamonds vs Zales:Which is searched more in the United States?
In September 2026, Zales had more branded searches than Helzberg Diamonds among jewelry retailers in the United States. Zales had about 368,000 branded searches, while Helzberg Diamonds had 160,000. Zales made up 12.8% of all jewelry retailer searches we track, and Helzberg Diamonds accounted for 5.5%.
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Is Helzberg Diamonds or Zales 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 Zales, Helzberg Diamonds. 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 Helzberg Diamonds and Zales comparison changed over the last 12 months?
3 findings
- Zales was ahead of Helzberg Diamonds in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Helzberg Diamonds’ share of searches among jewelry retailers in the United States moved from 5% to 5.5%, and its estimated monthly branded searches held steady at 160K.
- Across the 12 months ending September 2026, Zales’ share of searches among jewelry retailers in the United States moved from 14.2% to 12.8%, and its estimated monthly branded searches moved from 450K to 368K.
How did search popularity change for United States jewelry retailers in September 2026?
1 change
In September 2026, Zales lost share of searches among jewelry retailers in the United States, from 15.2% to 12.8%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Helzberg Diamonds’ and Zales’ 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.
Helzberg Diamonds
2 branded search terms
- helzberg
- helzberg diamonds
Zales
1 branded search term
- zales
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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