Brilliant Earth Opens First Indoor Mall-Based Showrooms
The retailer has continued its expansion, opening two showrooms in luxury malls with a third to follow.
The openings mark the company’s first indoor mall-based showrooms.
The new locations are within Roosevelt Field in New York and King of Prussia in Pennsylvania, with a third location in Roseville Galleria in California set to open Sept. 14.
Though the retailer usually operates inventory-light stores, these locations will have an assortment of fine jewelry and bridal styles available for same-day purchase.
Brilliant Earth’s newest engagement ring collection, featuring twelve lab-grown diamond styles, will be available as well as fine jewelry styles like its zodiac pendants, nameplate necklaces, and colored gemstone rings.
The showrooms will also offer personalization services for made-to-order pieces.
There will be one-on-one appointments with jewelry specialists available where the experts can curate styles based on a shopper’s pre-selected preferences for a more personalized experience.
The new format is designed to encourage walk-in customers into a “high-touch” personalized appointment experience, said Brilliant Earth.
“We are thrilled to open three new showrooms in premier mall locations nationwide,” said Kathryn Money, senior vice president of merchandising and retail expansion.
“Expanding on the success of our existing showrooms, we are strategically moving into spaces with higher foot traffic and larger consumer footprints. These new locations will allow us to showcase the brand to more customers, while continuing to meet their expectations for a seamless experience across digital and physical platforms.”
The new showrooms have a “bright and spacious” feel, said Brilliant Earth, with dedicated appointment areas and customer lounges.
For those starting or completing their shopping journey online, Brilliant Earth has online features to support its in-store experience, including design-your-own ring, product visualization, and ring-stacking options.
The company’s showroom total is now at 37 locations, surpassing its goal to have 35 showrooms by the end of the fiscal year.
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