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.”
More on Financials
The Latest
MajorsApr 07, 2026
QVC Group’s Latest Filing Calls Its Future Into QuestionThe retailer failed to file its annual report on time and said it may issue a going concern warning.
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace CultureSmith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025Both its mines faced challenges last year, from operational issues to disruptions in the market.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
TrendsApr 02, 2026
Michelle Yeoh Fronts New Mikimoto Campaign The campaign is a tribute to the year 1893, when Kokichi Mikimoto created the world’s first cultured pearl.
GradingApr 02, 2026
GIA Debuts New Campus in TaiwanIt is the only GIA school to offer the GIA Graduate Gemologist program in Chinese.
MajorsApr 02, 2026
DCA Launches ‘Second Spark’ Workforce InitiativeThe initiative connects veterans and parents returning to the workforce with careers in jewelry retail.
MajorsApr 02, 2026
Hoover & Strong Names New National Sales RepresentativeThe wholesale manufacturer and precious metals refiner has appointed Michael Angelo as its new national sales representative.
MajorsApr 01, 2026
Foundrae Sues Pandora for Allegedly Copying Its Medallion DesignsFoundrae also accused the jewelry giant of copying its mood board style of marketing.
AuctionsApr 01, 2026
John Jacob Astor IV’s Titanic Pocket Watch Heads to AuctionA Patek Philippe for Tiffany & Co. timepiece owned by the American businessman who died on the Titanic will be offered at Freeman's Chicago.
SurveysApr 01, 2026
Consumers’ Outlook Improves Again in MarchThe Conference Board’s Consumer Confidence Index edged up, with optimism about the present outweighing worries about the future.
IndependentsApr 01, 2026
Zachary’s Jewelers’ Constance Polamalu to Release Children’s BookThe retailer’s Zach Bear gift comes to life in “Zach Bear and the Window Necklace,” which centers on curiosity, bravery, and helping.
Events & AwardsApr 01, 2026
AGA Opens 2026 Gemological Scholarship, Research Grant ApplicationsApplications are open for the AGA Gemological Scholarship Program through May 15, and until June 2027 for the Gemological Research Grant.
ColumnistsMar 31, 2026
Q1 Clues That Reveal Where Your Jewelry Store’s Sales Are Heading These customer behavior patterns say a lot about how successful your jewelry store is going to be this year, Emmanuel Raheb writes.
CollectionsMar 31, 2026
Mejuri Adds Silver to ‘Puzzle’ CollectionMejuri’s popular collection of 18-karat yellow gold vermeil rings debuted in sterling silver alongside new “Puzzle” slider charms.
