The Brilliant Earth Group is expanding its retail fleet by moving into malls as it looks to reach a wider audience.
The digitally native, omni-channel fine jewellery company and a global leader in ethically sourced fine jewellery, has opened its first-ever mall locations, at indoor shopping centres Roosevelt Field, Garden City, New York and King of Prussia, King of Prussia, Pennsylvania. A third mall location, at Westfield Galleria at Roseville, in Roseville, California, will open on September 14.
Brilliant Earth’s mall locations are bright and spacious, featuring dedicated appointment areas and lounges where customers can explore products. The new format also encourages walk-in customers.
The in-store experience, which includes one-on-one discussions with jewellery specialists, is supported by Brilliant Earth’s online features, including design-your-own ring, product visualization, and ring-stacking options.
“We are thrilled to open three new showrooms in premier mall locations nationwide,” said Kathryn Money, Senior VP of Merchandising and Retail Expansion. “Expanding on the success of our existing showrooms, we are strategically moving into spaces with higher foot traffic and larger consumer footprints. These new locations will allow us to showcase the brand to more customers, while continuing to meet their expectations for a seamless experience across digital and physical platforms.”
