MajorsJul 11, 2023
Signet Once Again Moves Up NRF ‘Top 100’ Retailers ListMajorsJul 13, 2023
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.
Related stories will be right here …
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.
Editors' Picks
Sponsored by
More on Majors
The Latest
Lab-GrownOct 13, 2026
Stephanie Gottlieb Takes Lab-Grown Diamond Collection WholesaleThe jewelry designer has partnered with Sofer Jewelry to distribute her 85-piece lab-grown diamond collection.
IndependentsOct 13, 2026
Retailer Hall of Fame 2026: Sean DunnDunn, this year’s Single-Store Independent inductee, is passionate about innovation and telling the story of natural diamonds.
AuctionsOct 13, 2026
Christie's Geneva To Auction 'Bulgari Pink' DiamondThe 24-carat fancy intense pink diamond ring could fetch up to $18 million at the November sale.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
IndependentsOct 13, 2026
Greenwich St. Jewelers’ New Candle Smells Like HomeThe “Island Jewel” candle honors New York City and Puerto Rico and raises money for the island’s water relief efforts.
Weekly QuizOct 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TechnologyOct 13, 2026
GemFind Is a New JA Member Benefit Partner The partnership will give JA members access to preferred pricing, exclusive benefits, technology solutions, education, and resources.
SurveysOct 09, 2026
These Will Be the 10 Busiest Days for In-Store Shopping This Holiday SeasonStores should expect to see the most customers on Nov. 27, and Christmas week is expected to be hectic too, as Dec. 25 falls on a Friday.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
CollectionsOct 09, 2026
Elisa Solomon Collabs With Serendipity 3 on ‘Frozen Hot Chocolate’ CharmThe charm, our Piece of the Week, features brown diamond frozen hot chocolate topped with white diamond whipped cream and a ruby straw.
AuctionsOct 09, 2026
8-Carat Blue Diamond Goes Unsold at UK Jewelry Auction The top lot of Elmwood’s recent fine jewelry sale in London was a 1.84-carat, D color Tiffany & Co. solitaire diamond ring.
WatchesOct 09, 2026
Movado to Sell Majority Stake in Ebel for $66.5MThe watch company agreed to sell a 95 percent interest to a group comprised of F.P. Journe, Chanel, and Swiss watch exec Pierre Jacques.
Policies & IssuesOct 08, 2026
Third Wave of IEEPA Tariff Refunds Begins This round of tariff refunds is for importers that have sued over IEEPA tariffs in the Court of International Trade and won.
CollectionsOct 08, 2026
Brent Neale’s New Collection Goes ‘Back to Basics’It revisits the brand’s most requested silhouettes, from "Pillow"-set necklaces and bracelets to "Signature"-set rings and earrings.
SourcingOct 08, 2026
Ethical Gem Fair Heads Back to BrooklynThe trade-only event includes buying opportunities as well as educational sessions on artisanal mining, the new Paraíba source, and more.
Events & AwardsOct 08, 2026
Pattons Fine Jewelry Sweeps Local Design ContestAra Chanakian, a jeweler at Pattons, took home top honors in every category at Jewelers of Louisiana’s annual jewelry design competition.
AuctionsOct 08, 2026
Reba McEntire’s Jewelry, Watches Head to Julien’s AuctionsThe live charity benefit sale in Nashville will also feature gowns, boots, and other memorabilia from the country music legend.
Supplier BulletinOct 08, 2026
Overnight Mountings’ Bridal Builder Helps Jewelers Turn Custom Design into a Hands-On Selling ExperienceSponsored by Overnight Mountings
Policies & IssuesOct 07, 2026
The Plumb Club Amplifies Its Voice as Geopolitical Pressures MountThe supplier organization recently joined JA and JVC to have more input on political issues affecting the jewelry industry.
CollectionsOct 07, 2026
Blue Nile, Royal Asscher Collection Highlights Natural Diamond BeautyBlue Nile, a Signet Jewelers-owned brand, is now Royal Asscher’s exclusive licensed retailer in North America.
CollectionsOct 07, 2026
4 Standout Pieces in Audemars Piguet’s First High Jewelry Collection “Royal Oak” pays homage to the brand’s most popular watch model using 18-karat gold as well as diamonds, emeralds, and sapphires.
SourcingOct 07, 2026
AGTA Extends Deadline for 2026 Spectrum Awards EntriesParticipants now have until Oct. 14 to complete their submissions.
CrimeOct 06, 2026
6 Charged in Connection to String of New Jersey Smash-and-GrabsThe alleged thieves used crow bars and sledgehammers to smash into jewelry stores across the state.
ColumnistsOct 06, 2026
Sherry Smith: Is the Consumer Really Trading Up?Ahead of the holidays, Smith urges jewelers to take a hard look at who’s buying jewelry, what they’re purchasing, and who’s stopped buying.
SourcingOct 06, 2026
DDG Taps Influencers for ‘My Diamond Does Good’ CampaignIn the new consumer-facing campaign, four fashion and lifestyle creators share the stories behind their natural diamond pieces.
Events & AwardsOct 06, 2026
JIS Fall Returns to MiamiThe 2026 edition will feature presentations on alternative materials and design trends, as well as pop-up activations on the show floor.
SourcingOct 05, 2026
De Beers to Take Full Ownership of Gahcho KuéIt is the last fully operational diamond mine in Canada following the recent closures of Ekati and Diavik.
AuctionsOct 05, 2026
The Star Cats of the Sandy Lerner AuctionThese jewels stood out at Bonhams’ sale of the cat-loving tech entrepreneur’s collection of objects depicting the feline form.
