KRILLO

The index › the United States › Jewelry

Best online stores for jewelry in the US

35 buying questions, the United States, 2 assistants

Measured on 06-11-2026, 62 stores, ChatGPT, Gemini

Does ChatGPT recommend your store too? Check it free.

See which buying questions AI answers with another store instead of yours. Free, no account.

# Store Named Recommended
1 James Allen

jamesallen.com

22 / 35+22 14
2 Blue Nile

bluenile.com

25 / 35+25 12
3 Costco

costco.com

14 / 35+14 8
4 Nordstrom

nordstrom.com

10 / 35+10 6
5 Jared

jared.com

6 / 35+6 5
6 Brilliant Earth

brilliantearth.com

17 / 35+17 4
7 Zales

zales.com

7 / 35+7 4
8 Whiteflash

whiteflash.com

6 / 35+6 4
9 Ritani

ritani.com

5 / 35+5 3
10 Macy's

macys.com

7 / 35+7 2
11 Ross-Simons

ross-simons.com

6 / 35+6 2
12 Angara

angara.com

2 / 35+2 2
13 Frank Darling

frankdarling.com

2 / 35+2 2
14 Ferkos Fine Jewelry

ferkosfinejewelry.com

5 / 35+5 1
15 Local Eclectic

localeclectic.com

4 / 35+4 1
16 Clean Origin

cleanorigin.com

3 / 35+3 1
17 Target

target.com

3 / 35+3 1
18 Kay Jewelers

kay.com

2 / 35+2 1
19 Bloomingdale's

bloomingdales.com

2 / 35+2 0
20 Kohl’s

kohls.com

2 / 35+2 0
21 Nordstrom Rack

nordstromrack.com

2 / 35+2 0
22 Saks Fifth Avenue

saksfifthavenue.com

2 / 35+2 0
23 Uncommon Goods

uncommongoods.com

1 / 35+1 0

In the top 10? Share it: LinkedIn, download the image

Category median: named in 0 of 35 questions (the middle store of all 62 stores we measured; +n is how many questions a store is above it).

Named means the store appeared in the answer. Recommended means the assistant clearly advised it. Being in a list is not the same as being advised, so we count them separately. The other 39 stores were named in none of these questions.

This ranking covers the 62 stores we measure in this category. That is not every store in the market.

Named is not recommended

Each dot is a store. Further right: named in more buying questions. Higher: recommended more often. Stores low on the right are known to AI but rarely the tip. That gap is what most stores can close.

0%0%16%16%32%32%48%48%64%64%80%80%Named in % of buying questionsRecommended in %Known, not recommendedBlue NileBlue NileJames AllenJames AllenCostcoCostcoBrilliant EarthBrilliant EarthNordstromNordstromJaredJaredZalesWhiteflashMacy'sRitaniRoss-SimonsFerkos Fine JewelryLocal EclecticAngaraFrank DarlingClean OriginTargetKay JewelersBloomingdale'sKohl’sNordstrom RackSaks Fifth AvenueUncommon Goods

Download this map as an image

Where AI sends shoppers

Review sites, comparison sites, marketplaces and communities that ChatGPT and Gemini mention in their answers in this category. Stores that are present and well reviewed there are easier for AI to recommend.

Amazon

Marketplace

19 of 70

AI sends shoppers there. Selling there too, or being clearly better on your own site, both help.

Etsy

Marketplace

17 of 70

AI sends shoppers there. Selling there too, or being clearly better on your own site, both help.

Rare Carat

Platform

5 of 70

AI sends shoppers there. Check whether you can be listed.

1stDibs

Platform

3 of 70

AI sends shoppers there. Check whether you can be listed.

Local Eclectic

Platform

3 of 70

AI sends shoppers there. Check whether you can be listed.

Amazon Handmade

Platform

2 of 70

AI sends shoppers there. Check whether you can be listed.

Faire

Platform

2 of 70

AI sends shoppers there. Check whether you can be listed.

Instagram

Community

2 of 70

Be present there with useful posts or answers; AI repeats what people say.

The questions we asked

Only the questions that could really name a store, because only those count. They are in the language of the market, because that is how shoppers there ask them.

How to read this

How to read this

This is a snapshot

AI assistants change their answers. This list is what came out on the date measured, not a judgement about the stores. We measure again every month.

What is not in it

No paid positions. A store cannot buy its way in, and the order follows from the answers alone.

Why not every question counts

If someone asks about a brand or for general information, no store appears in the answer, not even the best one. Those questions are left out of the count. How we measure.

Get this ranking as a report

The top 10, real questions with who AI named, the sites AI cites and how it describes #1. Free, by email.

Embed this ranking on your site

Paste this code in your article. It shows the top 5 and updates itself every month.

Your store not in a ranking?

Run the free check on your store. You will see straight away whether AI assistants can find and read it.

Free check