FinancialsFeb 11, 2025
Boucheron a Bright Spot as Kering’s Full-Year Sales Sink 12%FinancialsMar 13, 2025
Brilliant Earth’s 2024 Sales Struggled Amid Engagement Recovery
CEO Beth Gerstein shared its most popular price points, what’s trending in non-bridal fine jewelry, and its holiday performance.
A model wears Brilliant Earth jewelry, including pieces from its collaboration with Jane Goodall. The jewelry company posted declining sales in its recent financial results.
San Francisco—Brilliant Earth posted declining revenue in Q4 and for the full year, though it saw a rise in total orders and growing demand for its non-bridal fine jewelry offerings.
The San Francisco-based retailer is celebrating its 20th anniversary this year.
On an earnings call Wednesday evening, CEO Beth Gerstein said, “We continue to operate in a highly dynamic environment encompassed by pricing shifts in both lab and natural diamonds, normalizing engagement trends, and changing trends in consumer sentiment.”
Gerstein noted that Q4 marked its 14th consecutive quarter of profitability as a public company.
Net sales in the fourth quarter, which ended Dec. 31, were down 4 percent year-over-year to $119.5 million, with net income up 35 percent to $2.6 million.
Gross profit was $71.2 million, or a 60 percent gross profit margin, compared to $73 million, or a 59 percent gross profit margin, in the prior-year period.
The total number of orders in the fourth quarter rose 10 percent to 58,357 orders, though the average order value (AOV) fell 13 percent year-over-year to $2,048.
The company has noted in previous quarters that sales of non-bridal fine jewelry are on the rise, but the category has a lower average price point, which is bringing down its AOV.
The brand’s holiday performance, included in Q4, exceeded its expectations, said Gerstein, particularly during Cyber Week, both online and in stores.
Black Friday was its biggest day for appointment bookings in company history, she added.
For the full year, the company saw net sales down 5 percent to $422.2 million, with net income down 16 percent to $4 million.
Gross profit for the fiscal year was $254.4 million, or a 60 percent gross profit margin, compared to $257 million, or a 58 percent gross profit margin, in the prior year.
Total orders were up 7 percent year-over-year to 186,030 orders, but AOV was down 11 percent to $2,269.
Customers are returning to shop with the jeweler more than once, with the company noting repeat orders grew 18 percent year-over-year in Q4 and 17 percent for the full year.
“This trend reaffirms the resonance of our strong brand and compelling product designs. As more consumers discover our joyful shopping experience, it’s gratifying to see them returning time and time again, especially in a peak gifting quarter,” said Gerstein on the call.
Brilliant Earth is best known for its bridal offerings but has been expanding its fine jewelry selection, branching out into cocktail rings and men’s jewelry.
It has also collaborated with popular designers for new collections, including Tacori, Jade Trau, and Logan Hollowell. Its recent partnership with Jane Goodall was its most successful fine jewelry collaboration to date, said Gerstein.
It was a “banner quarter” for non-bridal fine jewelry, said Gerstein. The most popular styles included diamond tennis jewelry, diamond studs and hoops, and jewelry from its “Sol” collection.
Brilliant Earth also expanded its “under $1,000” assortment to appeal to those buying holiday gifts for others or themselves.
The company said its showroom bookings for fine jewelry grew double digits in Q4, accounting for a record 27 percent of appointments in December.
Related stories will be right here …
The San Francisco-based retailer is celebrating its 20th anniversary this year.
On an earnings call Wednesday evening, CEO Beth Gerstein said, “We continue to operate in a highly dynamic environment encompassed by pricing shifts in both lab and natural diamonds, normalizing engagement trends, and changing trends in consumer sentiment.”
Gerstein noted that Q4 marked its 14th consecutive quarter of profitability as a public company.
Net sales in the fourth quarter, which ended Dec. 31, were down 4 percent year-over-year to $119.5 million, with net income up 35 percent to $2.6 million.
Gross profit was $71.2 million, or a 60 percent gross profit margin, compared to $73 million, or a 59 percent gross profit margin, in the prior-year period.
The total number of orders in the fourth quarter rose 10 percent to 58,357 orders, though the average order value (AOV) fell 13 percent year-over-year to $2,048.
The company has noted in previous quarters that sales of non-bridal fine jewelry are on the rise, but the category has a lower average price point, which is bringing down its AOV.
The brand’s holiday performance, included in Q4, exceeded its expectations, said Gerstein, particularly during Cyber Week, both online and in stores.
Black Friday was its biggest day for appointment bookings in company history, she added.
For the full year, the company saw net sales down 5 percent to $422.2 million, with net income down 16 percent to $4 million.
Gross profit for the fiscal year was $254.4 million, or a 60 percent gross profit margin, compared to $257 million, or a 58 percent gross profit margin, in the prior year.
Total orders were up 7 percent year-over-year to 186,030 orders, but AOV was down 11 percent to $2,269.
Customers are returning to shop with the jeweler more than once, with the company noting repeat orders grew 18 percent year-over-year in Q4 and 17 percent for the full year.
“This trend reaffirms the resonance of our strong brand and compelling product designs. As more consumers discover our joyful shopping experience, it’s gratifying to see them returning time and time again, especially in a peak gifting quarter,” said Gerstein on the call.
Brilliant Earth is best known for its bridal offerings but has been expanding its fine jewelry selection, branching out into cocktail rings and men’s jewelry.
It has also collaborated with popular designers for new collections, including Tacori, Jade Trau, and Logan Hollowell. Its recent partnership with Jane Goodall was its most successful fine jewelry collaboration to date, said Gerstein.
It was a “banner quarter” for non-bridal fine jewelry, said Gerstein. The most popular styles included diamond tennis jewelry, diamond studs and hoops, and jewelry from its “Sol” collection.
Brilliant Earth also expanded its “under $1,000” assortment to appeal to those buying holiday gifts for others or themselves.
The company said its showroom bookings for fine jewelry grew double digits in Q4, accounting for a record 27 percent of appointments in December.
Fine jewelry has been a bright spot for its balance sheet as engagement ring sales continue to struggle in the wake of the COVID-19 pandemic.
Looking at the bridal market, the average selling price for engagement rings was down in Q4, said Gerstein, noting that Brilliant Earth saw a stronger performance in price ranges under $5,000, a price point where it has seen the strongest consumer demand.
However, she noted the best year-over-year units comp for engagement rings in Q4 compared to other quarters this year.
“We believe the trajectory of our bridal business can be improved over last year as we amplify our brand with continued success in differentiating designs, diamond leadership, and an industry-leading omnichannel experience,” said Gerstein.
Its signature bridal collection did especially well, she said, adding that it recently introduced the new “Flawless” collection, featuring flawless and internally flawless diamonds.
Gerstein also highlighted its “Rethink Everything You Know About Diamonds” campaign, which challenges customers to change their perceptions about diamonds and emphasizes the impact their choices have on communities and the environment.
Though it started as an online-only business, Brilliant Earth has been expanding its brick-and-mortar presence in recent years, ending 2024 with 40 locations.
The company plans to open two to three new showrooms this year, including its most recent showroom opening in Southlake, Texas.
Looking to the year ahead, the company is expecting first-quarter net sales of $93.5 million to $95.5 million with adjusted EBITDA of $0 to $1.5 million.
For fiscal 2025, Brilliant Earth is forecasting net sales growth of 1 to 3 percent year-over-year with an adjusted EBITDA margin of 3 to 4 percent.
The company will continue to make medium and longer-term investments in 2025, including in employee costs as it continues its expansion, said Chief Financial Officer Jeff Kuo on the call.
“We believe that these investments, including in our premium brand, product assortment, and innovative omnichannel experience, drive compelling [return on investment] and will begin to show returns starting in the second half of 2025 and beyond,” said Kuo.
The company previously stated its medium-term target is to see a net sales growth rate in the low-teens with double-digit growth in its adjusted EBITDA margin in 2027.
The company also released its 2024 Mission Report, highlighting its commitment to “transparency, sustainability, compassion, and inclusivity.”
Editors' Picks
Sponsored by
More on Financials
The Latest
AuctionsMay 15, 2026
American Collector Ponies Up Almost $17K for John Wayne’s RingThe Western star’s 14-karat gold signet ring sold for six times its low estimate following a bidding war at U.K. auction house Elmwood’s.
Events & AwardsMay 15, 2026
JA, MJSA To Sponsor Roundtable at TJSThe discussion, "Rebuilding the Jewelry Workforce," will take place on Saturday, May 16, in Troy, Michigan.
SourcingMay 15, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
AuctionsMay 14, 2026
White Diamonds Lead Sotheby’s Auction, Blue Diamond Does Not SellA matching pair of 18.38-carat, D-color diamonds from Botswana’s Jwaneng mine sold for $3.3 million, the top lot of the jewelry auction.
Weekly QuizMay 14, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinMay 14, 2026
A Diamond Is Forever Continues Desert Diamonds – Bridal ReinvigoratedSponsored by A Diamond Is Forever
SourcingMay 14, 2026
State of Colored Stones: The Spirit of Young American Gemstone CuttersThe next generation of lapidarists are entrepreneurial, engaged online, and see the craft as a means for artistic expression.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
AuctionsMay 14, 2026
‘Ocean Dream’ Makes Waves at Christie’s, Fetching $17MIt was the second auction appearance for the fancy vivid blue-green diamond, which sold for $7.8 million at Christie’s Geneva 12 years ago.
CrimeMay 14, 2026
Second Man Arrested in Florida Pawn Shop Shooting Members of the U.S. Marshals Task Force took a 22-year-old man into custody. He was charged with tampering with evidence.
CrimeMay 13, 2026
JSA’s 2025 Crime Report Shows ‘Concerning’ Rise in ViolenceWhile the overall number of crimes was down, there were more incidences in which robbers pulled out guns, mace, or rammed cars into stores.
IndependentsMay 13, 2026
New Orleans Jeweler Closing Canal Place StoreJack Sutton Fine Jewelry is closing its store inside the downtown shopping center after 40 years in business.
SourcingMay 13, 2026
Smithsonian Acquires ‘Winston Red’ Diamond PaintingReena Ahluwalia’s painting of the rare red diamond is the first contemporary painting to join the National Gem Collection.
TrendsMay 13, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
ColumnistsMay 12, 2026
It’s Official: We’re Getting ‘Brain Rot’ From Watching Short-Form Videos Peter Smith gives tips on leading meetings, developing marketing, and making trade show appointments in the age of short attention spans.
CollectionsMay 12, 2026
Jessica McCormack Debuts Antique Coin-Inspired Medallions for SummerThe 11-piece “Medallions” capsule collection features five motifs: a crying eye, a heart on fire, a spiral, a flower, and a swallow.
IndependentsMay 12, 2026
State of Retail: 6 Things Retailers Should Know About Consumers TodayFrom Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.
Events & AwardsMay 12, 2026
The Tiffany & Co. x CFDA Jewelry Designer Award Is BackThe partners have announced the second cycle of the program, which has expanded to include a $25,000 student scholarship.
IndependentsMay 11, 2026
Kansas Jeweler Closing After 70 YearsThe owners of Staats Jewelers are heading into retirement.
TrendsMay 11, 2026
Former Macy’s CEO Joins Signet Jewelers BoardJeffrey Gennette, who retired in 2024 after 41 years with Macy’s, is the newest member of the jewelry retailer’s board of directors.
TrendsMay 11, 2026
Amanda’s Style File: Lucky May May babies are lucky to have emeralds, a gemstone admired for centuries, as their birthstone, writes Amanda Gizzi.
TechnologyMay 11, 2026
Clientbook’s New Tool Helps Jewelers Plan In-Store EventsThe new module allows retailers to plan, promote, and measure the success of events from a single dashboard.
Lab-GrownMay 08, 2026
NDC Publicly Criticizes Pandora Over ‘Misleading’ Natural Diamond ClaimsNDC said in an open letter that Pandora’s statements about the carbon footprint of lab grown versus natural diamonds are inaccurate.
SourcingMay 08, 2026
Ronnie VanderLinden Takes Over as WDC President The diamantaire and industry leader succeeds Feriel Zerouki and said he will focus on being a “champion” for natural diamonds.
TrendsMay 08, 2026
Rihanna Chooses ‘Desert Diamonds’ for 2026 Met GalaShe wore our Piece of the Week, Glenn Spiro’s “Old Moghul Golconda” earrings, featuring fancy brown-yellow diamonds totaling 51.90 carats.
Events & AwardsMay 08, 2026
JA Announces 2026 CASE Award WinnersTwo pieces were named “Best in Show,” one from the retail category and one from the supplier category.
AuctionsMay 07, 2026
‘Spectacular’ Kashmir Sapphire Headlines Heritage Spring Jewelry SaleLed by the 6.59-carat sapphire, the sale garnered $9.7 million, a record total for a Heritage jewelry auction.
