Which jewellery brands
AI recommends in Australia
Brands ranked by mention rate on ChatGPT, Gemini, Google AI Mode and Perplexity
- Brands
- 30
- Questions
- 358
- Answers
- 4,296
- AI engines
- 4
01 · Brand leader
Top 10 brands by mention rate
No single brand runs away with the category.
Several brands compete for the top places.
| # | Brand | Mention rate Share of questions where ChatGPT names the brand | Share of voice The brand’s share of all brand mentions in the engine’s answers | 95% range The interval the true mention rate most likely falls in | In top 20 of The brand’s place inside each engine’s own top 20 |
|---|---|---|---|---|---|
| 11–5 | Tiffany & Co. | 9.6% | 10.9% | 7.0–13.1 | ChatGPT1Gemini3Google AI Mode2Perplexity2 |
| 21–7 | Cartier | 7.6% | 9.0% | 5.3–10.9 | ChatGPT2Gemini4Google AI Mode3Perplexity3 |
| 31–9 | Mejuri | 6.7% | 11.8% | 4.5–9.8 | ChatGPT3Gemini2Google AI Mode1Perplexity1 |
| 41–11 | Lovisa | 5.7% | 10.5% | 3.7–8.6 | ChatGPT4Gemini5Google AI Mode4Perplexity7 |
| 51–12 | Michael Hill | 4.9% | 7.0% | 3.1–7.7 | ChatGPT5Gemini1Google AI Mode5Perplexity4 |
| 62–16 | Pandora | 4.1% | 6.9% | 2.5–6.7 | ChatGPT6Gemini8Google AI Mode7Perplexity5 |
| 72–20 | Larsen Jewellery | 3.4% | 8.8% | 1.9–5.8 | ChatGPT7Gemini6Google AI Mode9Perplexity13 |
| 83–20 | SkinKandy | 2.5% | 6.7% | 1.3–4.7 | ChatGPT8Gemini19 |
| 93–20 | Sarah & Sebastian | 2.3% | 3.8% | 1.2–4.5 | ChatGPT9Gemini9Google AI Mode6Perplexity9 |
| 104–20 | Cullen Jewellery | 2.2% | 4.1% | 1.1–4.3 | ChatGPT10Gemini16Google AI Mode8Perplexity20 |
| 114–20 | Swarovski | 1.8% | 3.0% | 0.8–3.7 | ChatGPT11Gemini7Google AI Mode10Perplexity10 |
| 125–20 | Cerrone | 1.4% | 2.3% | 0.6–3.2 | ChatGPT12Gemini11Google AI Mode12Perplexity8 |
| 136–20 | Missoma | 1.2% | 2.1% | 0.5–3.0 | ChatGPT13Gemini12Google AI Mode11Perplexity6 |
| 146–20 | Francesca Jewellery | 1.1% | 2.4% | 0.4–2.8 | ChatGPT14Gemini13 |
| 156–20 | Bevilles | 1.0% | 2.2% | 0.4–2.7 | ChatGPT15Gemini10Google AI Mode20Perplexity19 |
| 166–20 | Novita Diamonds | 0.9% | 1.2% | 0.3–2.6 | ChatGPT16 |
| 177–20 | Mimco | 0.8% | 0.8% | 0.3–2.4 | ChatGPT17Gemini15Google AI Mode18Perplexity14 |
| 187–20 | Kalmar Antiques | 0.7% | 1.3% | 0.2–2.3 | ChatGPT18Gemini18Google AI Mode15Perplexity16 |
| 197–20 | Prouds The Jewellers | 0.7% | 0.6% | 0.2–2.2 | ChatGPT19Gemini17Google AI Mode13Perplexity15 |
| 207–20 | Secrets Shhh | 0.7% | 0.8% | 0.2–2.2 | ChatGPT20Gemini20Google AI Mode16Perplexity11 |
02 · Engine consensus
Where each brand ranks
inside every engine’s top 10
There is no single AI top 10.
Only 7 of 14 brands rank in the top 10 of all 4 engines.
| Brand | ChatGPT | Gemini | Google AI Mode | Perplexity | In top 10 of |
|---|---|---|---|---|---|
| Mejuri | 3 | 2 | 1 | 1 | ChatGPTGeminiGoogle AI ModePerplexity |
| Tiffany & Co. | 1 | 3 | 2 | 2 | ChatGPTGeminiGoogle AI ModePerplexity |
| Cartier | 2 | 4 | 3 | 3 | ChatGPTGeminiGoogle AI ModePerplexity |
| Michael Hill | 5 | 1 | 5 | 4 | ChatGPTGeminiGoogle AI ModePerplexity |
| Lovisa | 4 | 5 | 4 | 7 | ChatGPTGeminiGoogle AI ModePerplexity |
| Pandora | 6 | 8 | 7 | 5 | ChatGPTGeminiGoogle AI ModePerplexity |
| Sarah & Sebastian | 9 | 9 | 6 | 9 | ChatGPTGeminiGoogle AI ModePerplexity |
| Larsen Jewellery | 7 | 6 | 9 | – | ChatGPTGeminiGoogle AI Mode |
| Swarovski | – | 7 | 10 | 10 | GeminiGoogle AI ModePerplexity |
| Cullen Jewellery | 10 | – | 8 | – | ChatGPTGoogle AI Mode |
| Missoma | – | – | – | 6 | Perplexity |
| SkinKandy | 8 | – | – | – | ChatGPT |
| Cerrone | – | – | – | 8 | Perplexity |
| Bevilles | – | 10 | – | – | Gemini |
Rank inside each engine’s own top 10 · a dash means the brand is not in that engine’s top 10.
The rest depend on which engine the buyer opens — so a rank from a single engine is not a market position.
Source: Findrix's research. Where each brand ranks inside every engine's top 10, jewellery, Australia.
04b · Most cited domains
Which sites each engine cites, and
how much of its answers they carry
| Domain | ChatGPT | Gemini | Google AI Mode | Perplexity |
|---|---|---|---|---|
| google.com | 0.3% | 42.5% | 20.2% | <0.1% |
| youtube.com | 0.1% | <0.1% | 11.8% | – |
| gia.edu | 9.4% | 0.1% | 0.4% | 1.6% |
| alibaba.com | 0.1% | 0.1% | – | 6.3% |
| reddit.com | 0.2% | 0.8% | 4.2% | 4.8% |
| astardiamonds.co.uk | – | 0.1% | – | 2.4% |
| amazon.com.au | 0.1% | – | 2.3% | – |
| adc.com.au | 2.1% | 0.9% | 0.4% | 0.2% |
| instagram.com | 0.2% | – | 2.1% | – |
| tiffany.com | 2.1% | 1× | – | 0.1% |
| forbes.com | 0.3% | 0.4% | 0.5% | 2.0% |
| wikipedia.org | 1.9% | 0.1% | – | 0.5% |
05 · The questions we asked
358 buyer questions, each
asked three times per engine
This isn’t a branded-prompt study.
78% of questions are problem- or solution-aware.
| Intent | Questions |
|---|---|
| Solution-aware | 160 |
| Problem-aware | 118 |
| Informational | 40 |
| Branded comparison | 24 |
| Branded sentiment | 16 |
By intent
Examples · Solution-aware
“Show me options for Men's bracelets that prioritize Durability for rugged daily use for daily wear. as of latest information”
“Where can I buy certified Gold-filled jewelry online with reliable return policies as of latest information?”
Examples · Problem-aware
“My skin breaks out from cheap metals, so how do I find hypoallergenic Earrings as of latest information?”
“My delicate Sterling silver jewelry keeps getting scratched at work, what durable materials should I consider as of latest information?”
Examples · Informational
“How do I choose the right stone cut for Statement/costume fashion pieces as of latest information?”
“Can you explain how metal purity impacts Piercing safety and biocompatible materials in fine jewelry as of latest information?”
Examples · Branded comparison
“Pandora vs Tiffany & Co. for Heart pendant and charm necklace comparison on brand prestige, price and gifting symbolism as of latest information?”
“Erstwilder vs Mimco for Comparison on collectible quirky acrylic novelty designs versus sparkling crystal formal elegance versus modern fashion-forward accessory hardware. as of latest information?”
Examples · Branded sentiment
“Is Secrets Shhh a good choice in lab-grown diamond & gemstone jewelry as of latest information?”
“Is Michael Hill a good choice in rings as of latest information?”
Source: Findrix research. 358 buyer questions by intent, jewellery, Australia.
05b · By product type
Which product segments
the questions cover
The study doesn’t hinge on one product category.
Questions span 16 jewellery segments.
| Segment |
|---|
| Rings |
| Earrings |
| Necklaces & Pendants |
| Fine Jewelry |
| Fashion/Costume Jewelry |
| Bracelets & Bangles |
| Personalized & Custom Jewelry |
| Children's & Baby Jewelry |
| Anklets & Body Jewelry |
| Bridal & Engagement Jewelry |
| Brooches, Pins & Adornments |
| Demi-Fine Jewelry |
| Men's Jewelry |
| Antique, Vintage & Estate Jewelry |
| Lab-Grown Diamond & Gemstone Jewelry |
| Ethical & Sustainable Jewelry |
16 segments
Examples · Rings
“Is Michael Hill a good choice in rings as of latest information?”
Examples · Earrings
“Is Lovisa a good choice in earrings as of latest information?”
Examples · Necklaces & Pendants
“Pandora vs Tiffany & Co. for Heart pendant and charm necklace comparison on brand prestige, price and gifting symbolism as of latest information?”
Examples · Fine Jewelry
“How does platinum compare to white gold for Natural diamond jewelry in terms of Craftsmanship quality as of latest information?”
Examples · Fashion/Costume Jewelry
“How do I choose the right stone cut for Statement/costume fashion pieces as of latest information?”
Examples · Bracelets & Bangles
“Is Cartier a good choice in bracelets & bangles as of latest information?”
Examples · Personalized & Custom Jewelry
“Francesca Jewellery vs Uberkate for Comparison on sentimental family name hand-stamped interlocking rings and pendants versus modular initial charm bracelets and lockets. as of latest information?”
Examples · Children's & Baby Jewelry
“Michael Hill vs Prouds The Jewellers for Comparison on traditional christening gifts, baby expanding bangles, ID bracelets, and gold cross pendants on affordability and durability. as of latest information?”
Examples · Anklets & Body Jewelry
“Can you explain how metal purity impacts Piercing safety and biocompatible materials in fine jewelry as of latest information?”
Examples · Bridal & Engagement Jewelry
“Is Larsen Jewellery a good choice in bridal & engagement jewelry as of latest information?”
Examples · Brooches, Pins & Adornments
“Erstwilder vs Mimco for Comparison on collectible quirky acrylic novelty designs versus sparkling crystal formal elegance versus modern fashion-forward accessory hardware. as of latest information?”
Examples · Demi-Fine Jewelry
“Where can I buy certified Gold-filled jewelry online with reliable return policies as of latest information?”
Examples · Men's Jewelry
“Show me options for Men's bracelets that prioritize Durability for rugged daily use for daily wear. as of latest information”
Examples · Antique, Vintage & Estate Jewelry
“Is Kalmar Antiques a good choice in antique, vintage & estate jewelry as of latest information?”
Examples · Lab-Grown Diamond & Gemstone Jewelry
“Is Secrets Shhh a good choice in lab-grown diamond & gemstone jewelry as of latest information?”
Examples · Ethical & Sustainable Jewelry
“Show me options for Recycled metal jewelry that prioritize Aesthetic design and fine craftsmanship for daily wear. as of latest information”
Source: Findrix research. 16 product segments covered by the question set, jewellery, Australia.
Neighbouring markets · Fashion & Apparel
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Frequently asked questions
What does this Jewellery AI Search report measure?
Which jewellery brands ChatGPT, Gemini, Google AI Mode and Perplexity name when buyers in Australia ask them for advice. We asked 358 buyer questions, each three times to each engine, and counted how often every brand appears and which websites the engines cite. Measured Sep 2026.
What does “mention rate” mean?
The share of questions where an engine names the brand in its answer. A 10% mention rate means the brand came up in about one question in ten. Every rate carries a 95% range: the interval the true value most likely falls in.
How are the top Jewellery brands ranked?
By mention rate, separately for each engine — pick the engine above the table. When two brands’ 95% ranges overlap, their order is not really different — tick “Only distinguishable places” to see the ranks the data can actually separate.
Why does a brand rank differently across AI engines?
Each engine retrieves from different sources and weighs them differently, so the brands it knows best differ too. Only 7 of 14 brands make the top 10 of every engine here; the rest depend on which engine the buyer opens.
What counts as a citation?
A link or source an engine shows alongside its answer. We record every cited domain, whether it appears inline or in the source list.
Why can AI mention a brand without citing its website?
Engines learn brand names from reviews, expert sites, retailers and forums, then cite those sources rather than the brand’s own pages. A brand can be named often while its own site is rarely among the sources.
What does “share of citations” mean?
Of all the citations one engine gave across our questions, the share that went to a given domain. The shares of one engine add up to 100%.
What types of Jewellery questions are included?
Questions real buyers ask across 16 product segments, from problem-aware to solution-aware, informational and branded ones. 78% are problem- or solution-aware; this is not a branded-prompt study.
Will I get the same answers if I ask these questions myself?
Not word for word. AI answers vary between runs, accounts and locations, which is why we ask every question three times per engine and report a 95% range instead of a single answer.