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.

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.
The Latest

Discover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.

The “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.

The entrepreneur and “Shark Tank” star will share his top tips for success.

When investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.

Meredith Tiderington, an electrical engineering student, was selected for the award.


It will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”

From design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.

The designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.

On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.

The index partially rebounded after months of decline, due in part to the U.S.-China deal to temporarily reduce import tariffs.

The actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.

The company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."

The large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.

Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.

Those born in June have a myriad of options for their birthstone jewelry.

The diamond industry veteran has been named its senior sales executive.

The company plans to raise the prices of select watches to offset the impact of tariffs.

Between tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.

Designed by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.

However, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.

The pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.

Sponsored by Stuller

It was featured in the miner’s latest sale, which brought in $24.8 million.

GemText AI uses artificial intelligence to generate tailored product titles, descriptions, and tags with jewelry-specific language.

The 3,300-square foot location is the jeweler's largest store in North America.