Rare Carat vs Zales:Which is more popular?
In September 2026, Zales had more branded searches than Rare Carat among jewelry retailers in the United States. Zales had about 368,000 branded searches, while Rare Carat had 90,500. Zales made up 12.8% 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, Rare Carat appeared in two of the four answers and Zales in none.
Who do people search for more?
Zales, about 4 searches for every 1 for Rare Carat
Who does AI mention more?
Rare Carat, mentioned in 2 of 4 answers, Zales in 0
Who does AI recommend more?
Rare Carat, the only one of the two named
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Top jewelry retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one 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. Zales did not appear in any 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 Rare Carat or Zales more popular in search?
This chart shows how often people search Google for Rare Carat and Zales 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 Zales, 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 Rare Carat and Zales comparison changed over the last 12 months?
3 findings
- Zales was ahead of Rare Carat in every measured month of the 12 months ending September 2026.
- 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.
- 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?
2 changes
In September 2026, Zales lost share of searches among jewelry retailers in the United States, from 15.2% to 12.8%.
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 Rare Carat’s 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.
Rare Carat
1 branded search term
- rare carat
Zales
1 branded search term
- zales
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