Sites for Pandora, Swarovski, Tiffany, and Blue Nile drew the largest traffic among English-language jewelry sites, according to data culled by Karus Chains.
Most sites keep their traffic a secret, and there is debate over the accuracy of third-party monitoring services. Karus based its information on data from SimilarWeb, which was found to be the most accurate monitor in a recent report.
Pandora, which regularly tops Google searches, was ranked first with 2.3 million monthly visitors.
Coming in second was a Russian site Love-Sl.ru. Around 90 percent of its traffic comes from two Russian-based social networks, VK.com and Odnoklassniki.ru, said Karus.
Swarovski came in third with 1.3 million visitors, and Tiffany and Blue Nile rounded out the top 5 tied with 1.2 million visitors.
Surprisingly good performers include ethical e-tailer Brilliant Earth and Polish site Apart.pl, which came in eighth and ninth, outdrawing better-established brands such as Jared, Cartier, and Bulgari. Brilliant Earth scored well because of heavy traffic from social networks, Karus said.
JTV.com was found the “stickiest” site, with visitors spending the longest amount of time on it.
The survey did not measure watch-related sites or multi-category e-tailers such as Amazon or Etsy.
Its full results can be seen here.
Top 15 Sites by Estimated Traffic:
Pandora, 2.3 million
Love-Sl.ru, 1.6 million
Swarovski, 1.3 million
Tiffany, 1.2 million (tie)
Blue Nile, 1.2 million (tie)
Zales, 1 million
Brilliant Earth, 610,000
Alex and Ani, 400,000
Source: Karus Chains/SimilarWeb