Which jewelry brands
AI recommends in the US
Brands ranked by mention rate on ChatGPT, Gemini, Google AI Mode and Perplexity
- Brands
- 32
- Questions
- 371
- Answers
- 4,452
- 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 Gemini 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 |
|---|---|---|---|---|---|
| 11–2 | Mejuri | 14.1% | 7.8% | 10.9–18.0 | ChatGPT1Gemini1Google AI Mode1Perplexity1 |
| 21–4 | Blue Nile | 10.8% | 7.0% | 8.0–14.3 | ChatGPT2Gemini2Google AI Mode2Perplexity2 |
| 32–10 | Tiffany & Co. | 6.5% | 2.7% | 4.4–9.4 | ChatGPT3Gemini3Google AI Mode4Perplexity8 |
| 42–14 | Cartier | 5.5% | 2.6% | 3.6–8.3 | ChatGPT4Gemini4Google AI Mode3Perplexity3 |
| 53–20 | David Yurman | 3.9% | 2.0% | 2.3–6.3 | ChatGPT9Gemini5Google AI Mode9Perplexity15 |
| 63–20 | Gorjana | 3.9% | 2.5% | 2.3–6.3 | ChatGPT12Gemini6Google AI Mode6Perplexity6 |
| 73–20 | Van Cleef & Arpels | 3.6% | 1.1% | 2.1–6.0 | ChatGPT7Gemini7Google AI Mode7Perplexity11 |
| 83–20 | Zales | 3.1% | 1.9% | 1.8–5.5 | ChatGPT18Gemini8Google AI Mode15Perplexity14 |
| 93–20 | BaubleBar | 2.9% | 2.2% | 1.6–5.1 | ChatGPT14Gemini9Google AI Mode10Perplexity12 |
| 103–20 | Catbird | 2.6% | 1.4% | 1.4–4.8 | ChatGPT6Gemini10Google AI Mode5Perplexity10 |
| 114–20 | Monica Vinader | 2.2% | 1.8% | 1.2–4.3 | ChatGPT5Gemini11Google AI Mode8Perplexity4 |
| 124–20 | Missoma | 2.2% | 1.2% | 1.1–4.2 | ChatGPT8Gemini12Google AI Mode16Perplexity5 |
| 134–20 | CRAFTD London | 1.9% | 1.5% | 0.9–3.8 | Gemini13Google AI Mode11 |
| 144–20 | Kendra Scott | 1.9% | 0.9% | 0.9–3.8 | ChatGPT13Gemini14Google AI Mode13Perplexity13 |
| 155–20 | Claire's | 1.6% | 0.6% | 0.7–3.5 | ChatGPT15Gemini15Google AI Mode14 |
| 165–20 | With Clarity | 1.5% | 1.2% | 0.7–3.4 | Gemini16 |
| 175–20 | James Allen | 1.3% | 1.1% | 0.6–3.1 | ChatGPT10Gemini17Google AI Mode12Perplexity7 |
| 185–20 | James Avery | 1.3% | 0.9% | 0.6–3.1 | Gemini18 |
| 195–20 | In Season Jewelry | 1.3% | 0.5% | 0.5–3.0 | ChatGPT19Gemini19Google AI Mode19 |
| 205–20 | Maria Tash | 1.1% | 0.5% | 0.4–2.7 | ChatGPT20Gemini20Google AI Mode17Perplexity16 |
02 · Engine consensus
Where each brand ranks
inside every engine’s top 10
There is no single AI top 10.
Only 5 of 14 brands rank in the top 10 of all 4 engines.
| Brand | ChatGPT | Gemini | Google AI Mode | Perplexity | In top 10 of |
|---|---|---|---|---|---|
| Mejuri | 1 | 1 | 1 | 1 | ChatGPTGeminiGoogle AI ModePerplexity |
| Blue Nile | 2 | 2 | 2 | 2 | ChatGPTGeminiGoogle AI ModePerplexity |
| Cartier | 4 | 4 | 3 | 3 | ChatGPTGeminiGoogle AI ModePerplexity |
| Tiffany & Co. | 3 | 3 | 4 | 8 | ChatGPTGeminiGoogle AI ModePerplexity |
| Catbird | 6 | 10 | 5 | 10 | ChatGPTGeminiGoogle AI ModePerplexity |
| Monica Vinader | 5 | – | 8 | 4 | ChatGPTGoogle AI ModePerplexity |
| Gorjana | – | 6 | 6 | 6 | GeminiGoogle AI ModePerplexity |
| Van Cleef & Arpels | 7 | 7 | 7 | – | ChatGPTGeminiGoogle AI Mode |
| David Yurman | 9 | 5 | 9 | – | ChatGPTGeminiGoogle AI Mode |
| Missoma | 8 | – | – | 5 | ChatGPTPerplexity |
| James Allen | 10 | – | – | 7 | ChatGPTPerplexity |
| BaubleBar | – | 9 | 10 | – | GeminiGoogle AI Mode |
| Zales | – | 8 | – | – | Gemini |
| Pandora | – | – | – | 9 | Perplexity |
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, jewelry, United States.
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% | 29.2% | 13.4% | – |
| youtube.com | 0.2% | <0.1% | 20.1% | – |
| gia.edu | 9.8% | 0.2% | 0.6% | 0.6% |
| jamesmichelle.com | 0.4% | 5.7% | 2.2% | <0.1% |
| ajluxe.com | 1.7% | 5.5% | 1.6% | 0.1% |
| reddit.com | 0.4% | 1.3% | 4.0% | 4.0% |
| bluenile.com | 3.7% | 0.9% | 1.4% | 1.3% |
| forbes.com | 1.4% | 1.0% | 0.8% | 3.4% |
| halsteadbead.com | 0.1% | – | 3.1% | 0.1% |
| brilliantearth.com | 2.5% | 0.9% | 1.1% | 1.8% |
| tiffany.com | 2.5% | 0.2% | 0.3% | 0.2% |
| mejuri.com | 2.3% | 0.1% | 0.4% | 0.1% |
05 · The questions we asked
371 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 | 131 |
| Informational | 40 |
| Branded comparison | 24 |
| Branded sentiment | 16 |
By intent
Examples · Solution-aware
“Can you recommend reputable online jewelers specializing in Birthstone jewelry for everyday wear as of latest information?”
“Where can I buy certified Lab-grown diamond fashion jewelry online with free returns and resizing as of latest information?”
Examples · Problem-aware
“My earrings keep irritating my sensitive skin and I need better Material safety/biocompatibility (implant-grade metals) for daily wear. as of latest information”
“My earrings keep irritating my sensitive skin and I need better Hypoallergenic Base Metal (e.g., Sterling Silver) for daily wear. as of latest information”
Examples · Informational
“How do I properly clean and care for Body piercing jewelry (nose, belly, cartilage) so it lasts as of latest information?”
“What is the actual difference between gold vermeil and solid gold when shopping for Bridal & Wedding Jewelry as of latest information?”
Examples · Branded comparison
“Pandora vs Vrai for Accessible mass-market lab diamonds vs. premium minimalist lab diamond branding as of latest information?”
“Catbird vs David Yurman for Delicate everyday fine jewelry vs. bolder signature statement pieces as of latest information?”
Examples · Branded sentiment
“Is Maria Tash a good choice in body & alternative jewelry as of latest information?”
“Is Zales a good choice in bridal & wedding jewelry as of latest information?”
Source: Findrix research. 371 buyer questions by intent, jewelry, United States.
05b · By product type
Which product segments
the questions cover
The study doesn’t hinge on one product category.
Questions span 10 jewelry segments.
| Segment |
|---|
| Fine Jewelry |
| Fashion/Costume Jewelry |
| Demi-Fine Jewelry |
| Bridal & Wedding Jewelry |
| Body & Alternative Jewelry |
| Men's Jewelry |
| Children's & Baby Jewelry |
| Luxury & Designer Jewelry |
| Personalized & Custom Jewelry |
| Lab-Grown Diamond & Gemstone Jewelry |
10 segments
Examples · Fine Jewelry
“Catbird vs David Yurman for Delicate everyday fine jewelry vs. bolder signature statement pieces as of latest information?”
Examples · Fashion/Costume Jewelry
“BaubleBar vs Kendra Scott for Trendy, affordable fashion jewelry, statement color palettes, novelty designs, and giftability. as of latest information?”
Examples · Demi-Fine Jewelry
“Gorjana vs Kendra Scott for Casual everyday gold jewelry and chain layers versus colorful statement stones and customizable gift pieces. as of latest information?”
Examples · Bridal & Wedding Jewelry
“Is Zales a good choice in bridal & wedding jewelry as of latest information?”
Examples · Body & Alternative Jewelry
“Is Maria Tash a good choice in body & alternative jewelry as of latest information?”
Examples · Men's Jewelry
“David Yurman vs John Hardy for High-end artisan men's luxury, signature cable vs woven chain motifs, sterling silver craftsmanship, and brand prestige. as of latest information?”
Examples · Children's & Baby Jewelry
“Is Claire's a good choice in children's & baby jewelry as of latest information?”
Examples · Luxury & Designer Jewelry
“Is Cartier a good choice in luxury & designer jewelry as of latest information?”
Examples · Personalized & Custom Jewelry
“Can you recommend reputable online jewelers specializing in Birthstone jewelry for everyday wear as of latest information?”
Examples · Lab-Grown Diamond & Gemstone Jewelry
“Pandora vs Vrai for Accessible mass-market lab diamonds vs. premium minimalist lab diamond branding as of latest information?”
Source: Findrix research. 10 product segments covered by the question set, jewelry, United States.
Neighbouring markets · Fashion & Apparel
United States · Australia
Activewear & Athletic Apparel
Gemini leader Nike · 16.1% · 33 brands measured
Open this marketUnited States · Australia
Swimwear & Resortwear
Gemini leader Lands' End · 20.8% · 51 brands measured
Open this marketUnited States · Australia
Women's Everyday Fashion
Gemini leader Gap · 15.3% · 61 brands measured
Open this market
Frequently asked questions
What does this Jewelry AI Search report measure?
Which jewelry brands ChatGPT, Gemini, Google AI Mode and Perplexity name when buyers in the United States ask them for advice. We asked 371 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 Jewelry 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 5 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 Jewelry questions are included?
Questions real buyers ask across 10 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.