●State of Organic Search
UK Jewellery, Edition 1, H1 2026
The Index opens at 100. The 20 tracked brands earn a combined 6,466,323 organic visits a month, up 6.5% year on year, while underlying search demand for generic jewellery terms was flat at 0.0%.
| 1 | Pandora | 1,687,963 | +5.1% |
| 2 | H.Samuel | 801,522 | +5.7% |
| 3 | Warren James | 651,424 | +26% |
Published 4 September 2026 · 15 minute read
In this report
0 of 7 None of our 7 tracked head terms triggers a Google AI Overview. On the money terms, AI has not arrived in UK jewellery search yet.
Away from the head terms it has. DataForSEO's UK dataset records 51,087 AI Overview citations of the 20 tracked domains, and the high-street chains take most of them. H.Samuel holds 13.7% of the set's citations, Beaverbrooks 13.0% and Goldsmiths 11.7%. Pandora, the traffic leader, holds 6.9%. The section on AI visibility has the full table. We have not measured ChatGPT, because DataForSEO's ChatGPT data covers the United States only.
The leaderboard
Pandora is the UK's most visible jewellery retailer, on 1,687,963 monthly organic visits. That is 2.1 times H.Samuel in second, and more than the next two brands combined.
Pandora sits alone at the top. Its 1,687,963 monthly visits are 2.1 times H.Samuel's 801,522, and 26.1% of everything the tracked set earns. Below it the high street fills the next five places: H.Samuel, Warren James, Beaverbrooks, Ernest Jones and Goldsmiths. Warren James is the mover in that group, up 26.0% to 651,424 and now third. Ernest Jones is the faller, down 26.9% to 381,751 and holding fifth place over Goldsmiths by 1,207 visits. The independent brands start at seventh with Astrid & Miyu on 279,162, and the sharpest growth in the set sits lower down the table.
| # | Brand | Traffic (6mo avg) | YoY |
|---|---|---|---|
| 1 | Pandora | 1,687,963 | +5.1% |
| 2 | H.Samuel | 801,522 | +5.7% |
| 3 | Warren James | 651,424 | +26% |
| 4 | Beaverbrooks | 501,953 | +16.4% |
| 5 | Ernest Jones | 381,751 | −26.9% |
| 6 | Goldsmiths | 380,544 | +5.9% |
| 7 | Astrid & Miyu | 279,162 | −6.1% |
| 8 | Tiffany | 271,495 | −17.8% |
| 9 | Abbott Lyon | 242,421 | +46.1% |
| 10 | Lovisa | 225,290 | −10.1% |
Next: The biggest riser in the set grew five-fold. Here is who.
Risers and fallers
Austen Blake grew organic traffic 404% year on year, from 31,737 to 160,077 monthly visits, on a domain rating of 31. It now ranks first for "engagement rings".
Austen Blake is the story of this edition. A year ago it earned 246 visits a month from the term "engagement rings". In June 2026 it earned 14,585 from the same term, and it holds the first organic position for the largest generic keyword in the sector, 93,000 searches a month, from one of the weakest link profiles in the set. Cherry Diva (+85.7%) built its growth on piercing terms. Its biggest keywords are now helix, septum and conch piercing. Abbott Lyon (+46.1%), Daisy Jewellery (+33.2%) and Carrie Elizabeth (+29.4%) round out the risers, and Warren James (+26.0%) is the only high-street name among the top six growers.
On the other side, Ernest Jones lost 26.9% of its traffic, Tiffany 17.8%, F.Hinds 11.0% and Lovisa 10.1%. Ernest Jones is the one that matters. It is the fifth largest brand in the set, its brand searches fell 41.4% in the same window, and two of its biggest generic terms a year ago, "wedding rings" (10,215 visits) and "gold necklace" (9,459), no longer appear in its top 50 keywords at all. The monthly chart shows H.Samuel is the other name to watch. Its half-year average is up 5.7%, but its June 2026 traffic of 474,895 was 46.0% below June 2025, and it exited the window behind Warren James on monthly traffic for the first time in the 19 months we track.
Next: Ernest Jones's decline has two causes. The next section separates them.
Brand demand vs organic performance
Ernest Jones's brand searches fell 41.4% and its organic traffic fell 26.9%. Abbott Lyon's brand searches rose 42.2% and its traffic rose 46.1%. Fame and rankings are moving together at both ends.
Crossing organic traffic against demand for each brand's own name separates SEO effects from brand effects. Abbott Lyon is the strongest all-round position in the set: brand demand up 42.2%, traffic up 46.1%, and non-branded traffic up 53.4%, so it is growing on category terms as well as on its name. Ernest Jones is the inverse at every level. Lovisa is the odd one out. Searches for its name rose 17.9% while its organic traffic fell 10.1% and its non-branded traffic fell 42.5%. People want Lovisa more than they did a year ago and Google is sending it less category traffic. That is an SEO problem, not a brand one. Austen Blake's brand searches fell 11.0% while its traffic grew five-fold, so its rise owes nothing to fame. Warren James (brand demand down 8.6%, traffic up 26.0%) and Beaverbrooks (brand demand up 5.1%, traffic up 16.4%) are the high-street names whose SEO is outrunning their brand.
Next: Strip out the brand searches entirely and the leaderboard changes shape.
The non-branded leaderboard: who actually wins SEO
Strip out brand-name searches and H.Samuel leads, on an estimated 510,119 non-branded visits a month. Pandora, the traffic leader, drops to fifteenth.
The headline leaderboard is partly a fame contest, so we measured the branded share of every brand's top keywords and estimated what remains. In this sector the re-rank is dramatic. Pandora's top 100 keywords are 96.8% branded. The word "pandora" alone sends it 672,011 visits a month. On our conservative estimate its non-branded traffic is 54,755, which places it fifteenth. The high-street chains take over: H.Samuel on an estimated 510,119 category-driven visits, then Beaverbrooks on 357,516, Goldsmiths on 344,958 and Ernest Jones on 342,403. Goldsmiths and Ernest Jones are around 90% non-branded, so nearly everything they earn from search is earned on rankings, not reputation.
The split also grades the growth. Beaverbrooks's non-branded traffic rose 31.9% while its branded traffic fell 9.8%. Its rankings are doing the work. Daisy Jewellery went from 37.8% branded to 17.1%, with non-branded traffic up 77.5%. It now ranks first for "jewellery" and "earrings", two of the biggest generic terms in the sector, from a domain rating of 51. Carrie Elizabeth made the same move, from 61.6% branded to 29.9%, with non-branded traffic up 136.2%. Astrid & Miyu went the other way. Its branded share rose from 67.2% to 77.1% and its non-branded traffic fell 34.5%. It is leaning harder on its name every month.
- Method note: branded share is measured on each brand's top 50 keywords by traffic (top 100 for Pandora) using a hand-built substring list per brand, applied at June 2025 and June 2026. Tail keywords skew non-branded, so these estimates are conservative floors, and the effect is largest for the most famous brands.
- Pandora's non-branded estimate should be read as a floor. Its top 100 keywords cover 82% of its June 2026 traffic, and the remaining 18% is where generic terms sit. We exclude Pandora from the non-branded commentary for that reason.
| Brand | Est. non-branded traffic | Branded % | Branded % (prior) | Branded YoY | Non-branded YoY |
|---|---|---|---|---|---|
| H.Samuel | 510,119 | 36.4% | 44.7% | −14% | +21.5% |
| Beaverbrooks | 357,516 | 28.8% | 37.1% | −9.8% | +31.9% |
| Goldsmiths | 344,958 | 9.4% | 11% | −9.7% | +7.8% |
| Ernest Jones | 342,403 | 10.3% | 14.2% | −46.9% | −23.7% |
| Warren James | 211,141 | 67.6% | 64% | +33.2% | +13.4% |
| Diamonds Factory | 150,430 | 2.9% | 5.3% | −39.8% | +15.2% |
| Tiffany | 146,101 | 46.2% | 40.1% | −5.3% | −26.3% |
| Austen Blake | 143,874 | 10.1% | 28.8% | +77.2% | +536.8% |
| Daisy Jewellery | 74,327 | 17.1% | 37.8% | −39.8% | +77.5% |
| F.Hinds | 72,587 | 26.4% | 29.5% | −20.2% | −7.2% |
Next: If authority isn't what's winning here, what is? The quadrant tells you.
Head-term ownership
Tracked brands hold the first organic position on all 7 head terms. Pandora, the traffic leader, holds only "tennis bracelet". Daisy Jewellery holds two.
Ownership of the money terms is spread across seven different brands, and the order bears little relation to the traffic table. Daisy Jewellery, sixteenth on traffic, ranks first for "jewellery" (74,000 searches) and "earrings" (36,000). Austen Blake, twelfth, ranks first for "engagement rings" (93,000), the largest term in the sector. Abbott Lyon ranks first for "gold necklace", Beaverbrooks for "necklace", H.Samuel for "wedding rings" and Pandora for "tennis bracelet". Warren James, third on traffic, ranks in the top ten for four of the seven terms but holds none of them, which is how a brand builds 651,424 visits without a single marquee position. Outside the set, Oliver Bonas and John Lewis take places on "jewellery", Queensmith and 77 Diamonds on "engagement rings", and Skagen and Thomas Sabo on "necklace". Amazon and Etsy do not appear in the top ten on any of the seven.
| Head term | Ranks #1 | Tracked brands in top 10 | AI Overview |
|---|---|---|---|
| jewellery | Daisy Jewellery | 5 | No |
| engagement rings | Austen Blake | 4 | No |
| necklace | Beaverbrooks | 6 | No |
| earrings | Daisy Jewellery | 5 | No |
| wedding rings | H.Samuel | 6 | No |
| tennis bracelet | Pandora | 3 | No |
| gold necklace | Abbott Lyon | 6 | No |
Next: And the SERP those terms sit on has a product grid on every one.
7 of 7 Every one of our 7 tracked head terms carries a shopping pack and a People Also Ask box. Organic results start below a product grid on all of them.
Three of the seven also carry a local pack. On "necklace", "earrings" and "tennis bracelet" the shopping grid takes the first position outright. Zero AI Overviews appeared on the seven head terms at the time of the pull. The organic winners above are winning the space below the grid, and that space still carries the volumes in the table above.
AI visibility: who Google's AI cites
H.Samuel is cited in 6,987 UK Google AI Overviews, 13.7% of the tracked set's total. Pandora, first on traffic, is fifth on AI citations with 6.9%.
The head terms have no AI Overviews yet, but the wider question space does, and DataForSEO's UK dataset records 51,087 AI Overview citations of the 20 tracked domains. The four high-street chains take 48.4% of them between them: H.Samuel 13.7%, Beaverbrooks 13.0%, Goldsmiths 11.7% and Ernest Jones 10.0%. Ernest Jones lost 26.9% of its organic traffic this year and still holds the fourth largest AI citation share, which suggests the AI layer is drawing on catalogue depth and buying guides rather than current rankings.
The independent brands are nearly absent. Missoma has 1.3% of citations, Daisy Jewellery 1.4%, Lovisa 1.6% and Cherry Diva 0.5%. Daisy ranks first for "jewellery" in organic and holds 1.4% of AI citations. That gap between organic rank and AI citation is the widest in the report and the most useful. Diamonds Factory and F.Hinds move the other way: thirteenth and fifteenth on traffic, sixth and eighth on AI citations.
- Method note: mentions are counts of Google AI Overview responses in DataForSEO's UK dataset that cite the domain. They are an index of relative visibility, not a share of all AI Overviews served.
- ChatGPT is not measured. DataForSEO's ChatGPT mentions data covers the United States only, and a US run returned Pandora on 2,106 mentions with every other brand in that run under 250. It is not representative of UK buyers.
| # | Brand | AI Overview mentions | Share of set | Organic rank |
|---|---|---|---|---|
| 1 | H.Samuel | 6,987 | 13.7% | 2 |
| 2 | Beaverbrooks | 6,632 | 13% | 4 |
| 3 | Goldsmiths | 5,954 | 11.7% | 6 |
| 4 | Ernest Jones | 5,130 | 10% | 5 |
| 5 | Pandora | 3,530 | 6.9% | 1 |
| 6 | Diamonds Factory | 3,282 | 6.4% | 13 |
| 7 | Tiffany | 2,918 | 5.7% | 8 |
| 8 | F.Hinds | 2,506 | 4.9% | 15 |
| 9 | Warren James | 2,280 | 4.5% | 3 |
| 10 | Monica Vinader | 1,837 | 3.6% | 11 |
Next: What shoppers are asking for is changing too. Here is the demand data.
What shoppers want next
Searches for "lab grown diamond engagement rings" grew 48.6% year on year while searches for "lab grown diamond" fell 8.5%. The research phase is over. The buying phase has started.
The clearest signal this edition is lab-grown moving from a question to a purchase. The generic research term is falling and the transactional term is rising, from 1,418 to 2,107 searches a month. Tennis bracelets are the biggest absolute mover, up 14.7% to 34,258 monthly searches, with Pandora holding the first organic position. Huggie earrings (+10.5%) and hoop earrings (+7.3%) are both up, and silver necklace (+8.3%) is growing faster than gold necklace (+5.1%).
The two largest category heads are down. "Earrings" fell 16.0% and "necklace" 13.6%, while the metal-qualified versions rose. Shoppers are searching with more intent and less breadth, and the winners are the brands whose category pages match the specific term. "Waterproof jewellery" fell 14.0% and "gold plated jewellery" 12.3%, which suggests the fashion-jewellery material story has cooled. "Engagement rings" slipped 4.5% but at 84,551 searches a month it remains the largest single demand pool in the sector, 25% larger than "jewellery" itself.
- lab grown diamond engagement rings: 2,107 monthly searches, +48.6% year on year
- tennis bracelet: 34,258 monthly searches, +14.7% year on year
- huggie earrings: 14,267 monthly searches, +10.5% year on year
- silver necklace: 12,560 monthly searches, +8.3% year on year
- personalised necklace: 12,784 monthly searches, +7.8% year on year
- hoop earrings: 16,559 monthly searches, +7.3% year on year
- bracelet: 30,501 monthly searches, +6.7% year on year
- signet ring: 23,273 monthly searches, +6.3% year on year
- earrings: 29,265 monthly searches, -16.0% year on year
- waterproof jewellery: 3,515 monthly searches, -14.0% year on year
- necklace: 27,695 monthly searches, -13.6% year on year
- gold plated jewellery: 2,599 monthly searches, -12.3% year on year
- lab grown diamond: 1,973 monthly searches, -8.5% year on year
- belly bar: 3,882 monthly searches, -7.2% year on year
- engagement rings: 84,551 monthly searches, -4.5% year on year
- gold bracelet: 16,528 monthly searches, -4.2% year on year
| Search term | Monthly searches | YoY |
|---|---|---|
| lab grown diamond engagement rings | 2,107 | +48.6% |
| tennis bracelet | 34,258 | +14.7% |
| huggie earrings | 14,267 | +10.5% |
| silver necklace | 12,560 | +8.3% |
| personalised necklace | 12,784 | +7.8% |
| hoop earrings | 16,559 | +7.3% |
| bracelet | 30,501 | +6.7% |
| signet ring | 23,273 | +6.3% |
| Search term | Monthly searches | YoY |
|---|---|---|
| earrings | 29,265 | −16% |
| waterproof jewellery | 3,515 | −14% |
| necklace | 27,695 | −13.6% |
| gold plated jewellery | 2,599 | −12.3% |
| lab grown diamond | 1,973 | −8.5% |
| belly bar | 3,882 | −7.2% |
| engagement rings | 84,551 | −4.5% |
| gold bracelet | 16,528 | −4.2% |
Next: The demand is moving. Here is where it is least defended.
The open ground
"Tennis bracelet" draws 36,000 searches a month at a difficulty score of 1. Only three tracked brands rank in its top ten.
High demand and low difficulty rarely sit together, but in this sector the scores say they do. "Tennis bracelet" (36,000 searches, difficulty 1), "necklace" (33,000, difficulty 1) and "gold necklace" (28,000, difficulty 0) are the standouts, and the head-term table shows why: the brands holding them are mid-table names with mid-table authority. "Signet ring" (24,000), "eternity ring" (23,000) and "pearl necklace" (23,000) all score zero. The terms that do score are the ones the chains defend: "engagement rings" at 28, "jewellery" at 25 and "wedding rings" at 23. Everything else in the table is open to a brand with a clean technical base and a category page built for the term.
- earrings: 36,000 monthly searches, difficulty 7
- tennis bracelet: 36,000 monthly searches, difficulty 1
- necklace: 33,000 monthly searches, difficulty 1
- bracelet: 33,000 monthly searches, difficulty 6
- rings: 32,000 monthly searches, difficulty 10
- gold necklace: 28,000 monthly searches, difficulty 0
- gold earrings: 26,000 monthly searches, difficulty 0
- signet ring: 24,000 monthly searches, difficulty 0
- eternity ring: 23,000 monthly searches, difficulty 0
- pearl necklace: 23,000 monthly searches, difficulty 0
- gold bracelet: 19,000 monthly searches, difficulty 0
- gold chain: 19,000 monthly searches, difficulty 0
- Difficulty scores are from DataForSEO for the UK. A score of 0 is the lowest band the tool returns. Treat the scores as relative, not absolute.
| Keyword | Monthly searches | Difficulty |
|---|---|---|
| earrings | 36,000 | 7 |
| tennis bracelet | 36,000 | 1 |
| necklace | 33,000 | 1 |
| bracelet | 33,000 | 6 |
| rings | 32,000 | 10 |
| gold necklace | 28,000 | 0 |
| gold earrings | 26,000 | 0 |
| signet ring | 24,000 | 0 |
| eternity ring | 23,000 | 0 |
| pearl necklace | 23,000 | 0 |
Next: We will mark our own calls on all of this in public next edition.
Watchlist
Five falsifiable calls for the H2 2026 edition. We score our own predictions in public, because that is the only honest test of a market read. These are the calls we will mark right, wrong or mixed next edition.
Warren James finishes 2026 above H.Samuel on monthly organic traffic.
Monthly organic traffic, December 2026
Austen Blake holds the first organic position for "engagement rings".
Position for "engagement rings"
Ernest Jones drops out of the top five.
Total organic traffic rank
Abbott Lyon overtakes Tiffany for eighth.
Total organic traffic rank
Lovisa arrests its non-branded decline.
Non-branded organic traffic YoY
Methodology
20 brands, two six-month windows, every keyword-level figure pulled from Ahrefs and DataForSEO and classified in code. No revenue estimates, by choice.
The tracked set was built from data, not opinion. We started from three anchor brands, H.Samuel, Astrid & Miyu and Missoma, pulled their organic competitors from Ahrefs, and amalgamated the results by keyword overlap to surface the 20 most visible jewellery retailers in UK search. We removed watch-only retailers, generalists such as Oliver Bonas, piercing-only specialists, and luxury houses whose traffic is brand-led and small. Pandora and Tiffany trade on global domains. Their figures are UK-only traffic, filtered by Ahrefs.
The window is January to June 2026 against January to June 2025, six months averaged each side, so a single spiky month does not distort the delta. We report the quarterly split in the introduction because the two quarters disagree, and because an Ahrefs index adjustment in May 2026, seen across other sectors, may weigh on the second quarter. Branded share is measured on each brand's top 50 keywords by traffic (top 100 for Pandora) using a hand-built substring list per brand, applied at June 2025 and June 2026. Because the tail skews non-branded, the non-branded figures are conservative floors.
Search demand and brand-search volumes use Ahrefs monthly volume history for the UK. AI Overview citations use DataForSEO's LLM Mentions dataset for the UK on Google. Keyword difficulty uses DataForSEO, because the Ahrefs difficulty endpoint returned errors on the pull date. Referring-domain history was pulled and discarded. A synchronised rise and fall across unrelated domains between October 2025 and April 2026 is an index adjustment, not link activity. "Permanent jewellery" was removed from the trend tables for a gap in its 2025 volume history. Data pulled 4 September 2026.
We report measured visibility and traffic. We don't estimate revenue, because nobody outside a company's analytics can do that honestly.
We’re Imaginaire. A human-led, tech-enabled ecommerce agency.
We build and grow Shopify Plus stores for ambitious UK brands, from luxury jewellery to fashion and retail. This report is the same analysis we run continuously for our clients, published twice a year for the whole market, using data anyone can check. We report measured visibility and traffic only. No inflated estimates, no theatre.
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