The direct-to-consumer, digital-first bridal and fine jewellery company, which is focused on ethical sourcing of gemstones, is opening four new showrooms as it continues to expand its retail footprint.
The expansion brings Brilliant Earth’s total showroom count to 34 locations across the country. Founded online in 2005, Brilliant Earth, which went public in fall 2021, targets millennial and Gen Z consumers. Through its “create your own” model, customers can choose their engagement ring design, precious metal type and ring size, and select their diamond or gemstone from the company’s marketplace. Over two-thirds of its ring collection is available exclusively at Brilliant Earth.
Brilliant Earth’s showrooms operate on an inventory light model that offers one-on-one personalized interaction that integrates with the company’s online experience.
The new showrooms include the company’s first location in Virginia, in the Mosaic District, a mixed-use development in Fairfax that includes shops, dining option and entertainment venues. The new outpost is a further expansion of the brand’s presence in the DC area, where it has showrooms in Georgetown and Bethesda. Its other three new locations are in Chicago, Florida and California.
