Name: Found & Form Discovery Map
Creator: Found & Form

Non-branded Google discovery

79%

were not observed

Most testable brands weren't found for either of the searches shoppers could use to discover them.

Among brands with an identified own site and a firm result, 27 of 34 did not appear in Google's first 20 organic results for either of two pre-registered, non-branded searches.

■ 27 not observed■ 7 observedn = 34 firm, testable brands

Found & Form · Discovery Map · Non-branded Google discovery · n = 34

Protocol: two discovery queries were pre-registered per brand before rankings were checked. “Observed” means the brand's own site appeared in organic positions 1–20 for at least one query; “not observed” means it appeared in neither. Brands without an identified own ecommerce site and unresolved results are excluded from this percentage. US Semrush snapshot, October 5, 2026; ads, Shopping and AI Overviews excluded. This measures the two tested discovery territories, not every query a brand could rank for.

Why traffic alone can mislead

Search traffic can hide a discovery problem.

A brand can appear healthy in organic search while most of that demand comes from people who already know its name. Found & Form separates navigational or branded demand from the harder question: can a shopper discover the brand without knowing what to type?

Malka Jewelry

74%

Branded / navigational

5%discovery share

Semrush navigational-intent traffic vs. Found & Form manual classification of the top 50 keywords.

Adorn Pili

87%

Branded / navigational

13%discovery share

About 87% of Semrush-estimated organic traffic was branded or near-branded; the remainder is shown as the non-branded/other share.

1 · Existing demand

Someone searches the brand by name.

2 · Product discovery

Someone searches for what the brand makes.

3 · Recommendation

Search or AI surfaces the brand without being asked for it.

The Malka and Adorn Pili figures are case studies, not the aggregate estimate above. Semrush traffic is modeled third-party data. Malka's non-branded share comes from a manual keyword classification; Adorn Pili uses branded/near-branded share, so the two measures are directional rather than directly comparable.

Key findings

Independent jewelry brands are building discovery on multiple fronts.

Independent ecommerce

90%

Owning the checkout is the norm here: discovery can end on a page the brand controls.

101 of 112 researched brands

Explore →

Found & Form · Found & Form Discovery Map · n = 112

Etsy

31%

Etsy presence is far from universal in this sample, which was partly built from Etsy research.

45 of 143 researched brands

Explore →

Found & Form · Found & Form Discovery Map · n = 143

Etsy and own ecommerce

21%

Selling in both places is uncommon: marketplace reach alongside a store the brand controls.

24 of 112 researched brands

Explore →

Found & Form · Found & Form Discovery Map · n = 112

Each figure is the share of brands Found & Form has researched for that signal, not of all independent jewelry brands. A figure publishes once at least 70% of the 143 brands in the sample have been researched for it and at least 20 brands have a definite answer.

The discovery gap

Independent jewelry is hard to find if you don't already know the brand.

Search and AI discovery depend on something more difficult than ranking for a brand name: appearing when a shopper searches for a product, material, style or category without knowing which brand to ask for. Found & Form's research shows that gap is real.

A brand can have a beautiful site, sell successfully and rank for its own name while remaining difficult to encounter through non-branded search and AI recommendations. Found & Form measures that discovery gap and identifies what can make a brand easier for search engines and AI systems to discover, understand and recommend.

Editorial

37%17 of 46 researched

Physical retail

41%20 of 49 researched

Owned ecommerce

71%32 of 45 researched

Each bar is the share of brands with a firm determination for that channel where discovery was observed. A channel is shown only after at least 70% of the fixed cohort has a firm result and the denominator is at least 20. AI Recommendations follows the same publication rule. An AI observation means a brand surfaced from a qualifying non-branded discovery prompt; it does not mean the brand has broad AI visibility. Most brands in the sample have not yet been confirmed this way.

Etsy vs. owned ecommerce

Etsy is usually a complement, not a replacement.

69%Own ecommerce only77 of 112 brands
21%Etsy + own ecommerce24 of 112 brands
10%Neither: sells through stockists or by appointment11 of 112 brands

Search vs. AI discovery

Search visibility isn't AI visibility.

Ranking well in traditional organic search doesn't necessarily mean a brand is recommended when someone asks an AI about a category. Found & Form measures the two separately, and counts only non-branded, category-level AI results as discovery. Mentions that come from people typing the brand's own name are tracked apart from that.

Split result

Stone and Strand

Category: evil eye bracelet

Google · non-branded: Google US: 'evil eye bracelet' #8 (22,200/mo), from the Discovery Index record
AI recommendations: 1 AI mention

Category: tiny diamond jewelry

Google · non-branded: Google US: 'tiny diamond' #4 (6,600/mo), from the Discovery Index record
AI recommendations: 33 AI mentions

Same brand, different categories: Google strength in one category does not predict AI presence in another.

View brand research →

Search vs. AI

Loren Stewart

Category: safety pin jewelry

Google · non-branded: “safety pin earrings”: #1, 1,900/mo
AI recommendations: 8 AI mentions

Earlier study observation, for context only: 0 Loren Stewart prompts when filtered for the brand. (Discovery Study No. 13 (Semrush Prompt Research, US, all platforms), Oct 1, 2026). The queries were not identical, so this is not a measured change over time.

A study looked at a similar territory with different queries. It is shown as context, not as change over time.

View brand research →

Search vs. AI

Ferko's Fine Jewelry

Category: 14k gold rings

Google · non-branded: Google US: 'ring 14kt gold' #4 (14,800/mo), from the Discovery Index record
AI recommendations: 53 AI mentions

In these categories, Google strength and AI presence line up. They are still measured separately.

View brand research →

Search vs. AI

Pyrrha

Category: talisman jewelry

Google · non-branded: Google #1 for 'talisman necklace', 'talisman necklaces', 'black onyx talisman', 'garnet talisman', 'talisman rings' (Discovery Study No. 11)
AI recommendations: 18 AI mentions

In these categories, Google strength and AI presence line up. They are still measured separately.

View brand research →

Search vs. AI

Sydney Evan

Category: shark earrings

Google · non-branded: Google US: '14k yellow gold shark stud earrings' #5 (6,600/mo), from the Discovery Index record
AI recommendations: 13 AI mentions

In these categories, Google strength and AI presence line up. They are still measured separately.

View brand research →

Search vs. AI

Zoe Lev

Category: initial necklace

Google · non-branded: Google US: 'gold initial necklace' #5 (8,100/mo), from the Discovery Index record
AI recommendations: 65 AI mentions

In these categories, Google strength and AI presence line up. They are still measured separately.

View brand research →

AI results come from Semrush AI Visibility (US) on the dates shown and vary by platform, prompt and date. Each card shows only categories where both a Google result and an AI result were recorded.

Brand research

What the research found, brand by brand.

Each card leads with the most interesting discovery finding recorded for the brand. Open a card for the full evidence, dates and sources. Inclusion reflects research coverage, not endorsement.

Search brandsChannel observed

143 of 143 brands

More filters

GeographyBusiness modelEtsy presenceOwn ecommerceYears operating

Observed
Not observed
Not confirmed

Diamondrensu

Marketplace-first

Marketplace: Observed
Search: Observed
AI Recommendations: Observed
Editorial: Not observed
Retail: Observed
Owned Ecommerce: Observed

Non-branded search

Ranks #2 for “amethyst crystal”

#2, 27,100/mo · Semrush, Oct 3, 2026

Loren Stewart

Los Angeles, California, United States · Designer-led

Marketplace: Observed
Search: Observed
AI Recommendations: Observed
Editorial: Observed
Retail: Observed
Owned Ecommerce: Observed

Non-branded search

Ranks #1 for “safety pin earrings”

#1, 1,900/mo · Semrush, Oct 3, 2026

Remeinz

Designer-led

Marketplace: Not observed
Search: Observed
AI Recommendations: Not observed
Editorial: Not confirmed
Retail: Observed
Owned Ecommerce: Observed

Non-branded search

Ranks #9 for “black stone silver bracelet”

#9, 170/mo · Semrush, Oct 3, 2026