The H&CO Brand Index · Q2 2026
Branded Google search volume, US, trailing twelve months (May 2025 - April 2026). Growth compares the most recent quarter (Feb-Apr 2026) against the year-ago quarter (May-Jul 2025), so the December holiday peak does not distort it. Filter by tier to compare heritage maisons, high-end designers, mid-market, and entry/DTC brands side by side. Brands under 3,000 monthly searches are excluded — Google's rounded reporting makes small-volume percentages unreliable.
Updated April 2026.
Diamond search · Natural vs. Lab-Grown
Across ~18 diamond product-type queries each side, lab-grown outsearches natural 4.2 to 1.
Lab share of search · trailing year
84% (May'25) → 80% (Apr'26)
Read it right: “natural” is the default, unmarked term — shoppers rarely type it because a diamond is assumed natural, while lab always needs the qualifier. So the 81% overstates lab’s real market position. The trustworthy signal is the trend: lab-grown has plateaued while natural-diamond search is climbing. Aggregated from US Google branded search, data through April 2026.
Showing 51 of 51 brands · sort any column
| Rank | Brand▼ | Tier▼ | Searches/mo▼ | YoY▼ | Trend | Move |
|---|---|---|---|---|---|---|
| 1 | Pasquale Bruni† | High-end | 3,600 | ▲+110% | new | |
| 2 | Sophie Bille Brahe† | High-end | 3,100 | ▲+31% | new | |
| 3 | Lagos | High-endMid | 15,000 | ▲+24% | new | |
| 4 | Tacori | MidHigh-end | 9,900 | ▲+22% | new | |
| 5 | Graff† | High-end | 3,100 | ▲+22% | new | |
| 6 | BaubleBar | Entry | 189,000 | ▲+22% | new | |
| 7 | Piaget | HeritageHigh-end | 33,100 | ▲+21% | new | |
| 8 | Alex Moss New York | High-end | 5,900 | ▲+16% | new | |
| 9 | Buccellati | HeritageHigh-end | 20,800 | ▲+15% | new | |
| 10 | Irene Neuwirth | High-end | 3,100 | ▲+15% | new | |
| 11 | De Beers | HeritageHigh-end | 15,000 | ▲+14% | new | |
| 12 | Damiani | HeritageHigh-end | 4,900 | ▲+9% | new | |
| 13 | Catbird | EntryMid | 19,500 | ▲+8% | new | |
| 14 | Roxanne Assoulin | Entry | 14,800 | ▲+6% | new | |
| 15 | Messika | High-end | 18,100 | ▲+6% | new | |
| 16 | Maria Tash | High-endMid | 18,100 | ▲+6% | new | |
| 17 | Foundrae | High-end | 14,800 | ▲+6% | new | |
| 18 | Bario Neal | Entry | 4,400 | ·0% | new | |
| 19 | David Yurman | High-endMid | 483,300 | ·0% | new | |
| 20 | Mikimoto | High-end | 25,500 | ·0% | new | |
| 21 | Cartier | HeritageHigh-end | 591,000 | ·0% | new | |
| 22 | Chaumet | HeritageHigh-end | 10,600 | ·0% | new | |
| 23 | Pomellato | HeritageHigh-end | 7,100 | ·0% | new | |
| 24 | Harry Winston | High-end | 49,500 | ·0% | new | |
| 25 | Tiffany & Co. | HeritageHigh-end | 616,500 | ·0% | new | |
| 26 | Marco Bicego | High-end | 6,200 | ·0% | new | |
| 27 | Ippolita | High-end | 3,600 | ▼-1% | new | |
| 28 | Johnny Dang | High-endMid | 142,200 | ▼-2% | new | |
| 29 | Bvlgari | HeritageHigh-end | 166,800 | ▼-5% | new | |
| 30 | Roberto Coin | MidHigh-end | 15,900 | ▼-6% | new | |
| 31 | Ana Luisa | Entry | 15,900 | ▼-6% | new | |
| 32 | Chopard | HeritageHigh-end | 22,200 | ▼-7% | new | |
| 33 | Lele Sadoughi | Entry | 8,100 | ▼-7% | new | |
| 34 | Jennifer Behr | Entry | 4,700 | ▼-7% | new | |
| 35 | Pandora | Entry | 524,300 | ▼-11% | new | |
| 36 | Mejuri | EntryMid | 231,000 | ▼-13% | new | |
| 37 | Hearts on Fire | MidHigh-end | 22,200 | ▼-13% | new | |
| 38 | John Hardy | MidHigh-end | 22,200 | ▼-18% | new | |
| 39 | Boucheron | HeritageHigh-end | 33,100 | ▼-18% | new | |
| 40 | Marla Aaron | High-end | 5,800 | ▼-18% | new | |
| 41 | Gorjana | Entry | 216,000 | ▼-18% | new | |
| 42 | Astrid & Miyu | Entry | 7,100 | ▼-18% | new | |
| 43 | Verragio | Mid | 3,900 | ▼-18% | new | |
| 44 | Spinelli Kilcollin | High-end | 20,800 | ▼-19% | new | |
| 45 | Dorsey | Entry | 5,500 | ▼-23% | new | |
| 46 | Stone and Strand | Mid | 6,200 | ▼-24% | new | |
| 47 | Van Cleef & Arpels | HeritageHigh-end | 441,100 | ▼-26% | new | |
| 48 | Missoma | Entry | 9,300 | ▼-28% | new | |
| 49 | Monica Vinader | MidEntry | 25,500 | ▼-28% | new | |
| 50 | Jacob & Co | High-end | 35,200 | ▼-30% | new | |
| 51 | Kendra Scott | Entry | 823,000 | ▼-34% | new |
† Pasquale Bruni: The +110% rides one unusually strong month against a small base. Read it as volatile, not a durable category move.
† Sophie Bille Brahe: Growth sits on a small base just over the floor — directional, not a category-level signal.
† Graff: Just clears the volume floor; the percentage swings easily at this size.
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