Brilliant Earth Group is expanding its ground floor retail portfolio.
The direct-to-consumer, digital-first bridal and fine jewelry 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 GenZ 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.
Brilliant Earth’s other new locations include:
- Chicago: Opened in June, at Fulton Market, which is home to stylish restaurants, high-end apartment and office buildings, and boutiques.
- Miami, Florida: Opening this summer in the city’s vibrant Coconut Grove area, this will be the brand’s second location in Florida.
- Walnut Creek, Calif: Opening this summer at Broadway Plaza, this will be Brilliant Earth’s third location in the Bay Area, joining its existing San Francisco and Palo Alto outposts.
“Showrooms are a key component of our omnichannel strategy, and we’re thrilled to be opening four new ground floor locations, three in metro areas where we currently have a presence and one in new markets for the brand,” said Kathryn Money, senior VP of merchandising and retail expansion. “These ground floor locations represent the continued evolution of our retail concepts, and will seamlessly welcome walk-in customers, as well as accommodate our appointment-driven model, encouraging all to explore our exquisite assortment of bridal and fine jewelry.”
Brilliant Earth said its investment in physical retail furthers its strategy to optimize the brand’s omnichannel vision, including a dynamic site experience featuring tech-enabled tools such as product visualization, virtual try-on, and create-your-own ring.