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.
The index › the United States › Jewelry
35 buying questions, the United States, 2 assistants
Measured on 06-11-2026, 62 stores, ChatGPT, Gemini
| # | 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.
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.
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.
Community
2 of 70
Be present there with useful posts or answers; AI repeats what people say.
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.
AI named: Blue Nile, James Allen, Brilliant Earth
AI named: Catbird, GLDN, Baleen
AI named: James Allen, Blue Nile, Whiteflash
AI named: Blue Nile, James Allen, Costco
AI named: Mikimoto, The Pearl Source, Pure Pearls
AI named: Tiffany & Co., Catbird, Blue Nile
AI named: Mejuri, Ana Luisa, Pura Vida
AI named: Uncommon Goods, Made Trade, Smithsonian Store
AI named: Amazon, Nordstrom, Macy's
AI named: Stuller, Quality Gold, Overnight Mountings
AI named: Ritani, James Allen, Blue Nile
AI named: Amazon, Walmart, Target
AI named: Shane Co., Jared, Kay Jewelers
AI named: James Allen, Ritani, Whiteflash
AI named: The Children’s Jewelry Store, Cherished Moments, Baby Gold
AI named: Mejuri, Catbird, Blue Nile
AI named: Tiffany & Co., Blue Nile, James Allen
AI named: Costco Jewelry, Ritani, Loose Grown Diamond
AI named: Costco, Rare Carat, Brilliant Earth
AI named: Ross-Simons, BaubleBar, Kendra Scott
AI named: Gemvara, Blue Nile, James Allen
AI named: Costco.com, James Allen, Nordstrom
AI named: JAXXON, Miansai, Studebaker Metals
AI named: James Allen, Blue Nile, Tiffany & Co.
AI named: Black, Starr & Frost, Tiffany & Co., Blue Nile
AI named: Kendra Scott, Pura Vida, Ana Luisa
AI named: Amazon, Jared, Kay
AI named: Angara, Whiteflash, James Allen
AI named: Quince, Blue Nile, James Allen
AI named: James Allen, Blue Nile, Mejuri
AI named: Quince, Ana Luisa, Hey Harper
AI named: James Allen, Blue Nile, Tiffany & Co.
AI named: Sarraf.com, Costco.com, JewelryAffairs.com
AI named: Tiffany & Co., Blue Nile, James Allen
AI named: Catbird, Bario Neal, Mociun
How to read this
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.
No paid positions. A store cannot buy its way in, and the order follows from the answers alone.
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.
Run the free check on your store. You will see straight away whether AI assistants can find and read it.
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