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Brilliant Earth Will Soon Have 34 Physical Locations
The retailer just opened showrooms in Virginia and Chicago and has two more slated to open this summer.
On Monday, Brilliant Earth announced the opening of four new showrooms, including this one located at 2905 District Ave. in the Mosaic District in Fairfax, Virginia. (Photo courtesy of Brilliant Earth)
San Francisco—Brilliant Earth opened two new showrooms this spring and plans to add two more over the summer, bringing its total of physical locations across the United States to 34.
The San Francisco-based retailer, which started as an online-only operation in 2005 and went public in 2021, opened a showroom in Fairfax, Virginia’s Mosaic District in May, and in the Fulton Market in Chicago in June.
It plans to open the two additional stores this summer in the Broadway Plaza shopping center in Walnut Creek, California, and in the Coconut Grove area of Miami, a new market for Brilliant Earth.
All four showrooms are, or will be, on the ground floors of their respective retail locations.
“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,” Senior Vice President of Merchandising and Retail Expansion Kathryn Money said.
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The San Francisco-based retailer, which started as an online-only operation in 2005 and went public in 2021, opened a showroom in Fairfax, Virginia’s Mosaic District in May, and in the Fulton Market in Chicago in June.
It plans to open the two additional stores this summer in the Broadway Plaza shopping center in Walnut Creek, California, and in the Coconut Grove area of Miami, a new market for Brilliant Earth.
All four showrooms are, or will be, on the ground floors of their respective retail locations.
“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,” Senior Vice President of Merchandising and Retail Expansion Kathryn Money said.
Brilliant Earth started the year with 25 showrooms, opening its 26th in Charlotte, North Carolina, early in the year.
It followed with locations in Brooklyn, New York; Tampa, Florida; Pasadena, California; and Nashville, Tennessee.
The company’s physical locations operate with what it describes as an “inventory-light” model, meaning they don’t stock a lot of merchandise, though they do offer non-bridal jewelry—earrings, pendants, and bracelets as well as fashion and cocktail rings—for immediate sale.
During the company’s year-end results call in March, Chief Financial Officer Jeff Kuo hinted that the company’s showrooms might start stocking more jewelry in the future.
He said, “Over time, as we successfully expand fine jewelry to be a larger percentage of our business and grow our showroom footprint, we do anticipate our inventory model will evolve to accommodate those needs,” though the company confirmed that would not be the case for any of the new showrooms right now.
Editor’s note: This story was corrected post-publication to reflect the fact that Brilliant Earth’s showrooms do offer merchandise for immediate sale.
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