Brilliant Earth Opens New Showrooms

Brilliant Earth Group Inc. (San Francisco and Denver), a digital-first jewelry retailer that is expanding its physical footprint, said it is opening four new ground-floor showrooms. The locales are in Fairfax, Va., Miami, Chicago and Walnut Creek, Calif.

“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, SVP 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.”

The retailer says its showrooms offer a one-on-one, curated and intimate experience guided by jewelry specialists inviting both appointments and walk-in customers into elegant environments. Its stores offer such tech-enabled tools as product visualization, virtual try-on and create-your-own ring.

The additions bring Brilliant Earth’s total showroom count to 34 across the U.S. Founded 2005, the ethically sourced fine jeweler services customers in more 50 countries.