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
IndependentsJun 05, 2026
Pennsylvania Jewelry Store To Close After 79 YearsJim Springer, owner of Dunkelberger’s Fine Jewelry, is heading into retirement.
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
SourcingJun 05, 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.
Weekly QuizJun 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsJun 04, 2026
Treasures from Maurice Tempelsman’s ‘Marvelous’ Life Head to AuctionUp for auction at Sotheby’s, the collection of Tempelsman’s personal effects includes a Cartier Tank watch Jackie O. gifted him.
CollectionsJun 04, 2026
Buddha Mama to Spend the Summer in AspenThe Miami-based fine jewelry brand will host its first summer residency in the Colorado mountain town from June 5 to Aug. 23.
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.
MajorsJun 04, 2026
AGS Honors Late Peter Yantzer, Holds Time Capsule CeremonyThe organization also announced its international board of directors for the 2026-2027 term.
MajorsJun 04, 2026
Neiman Marcus’ Downtown Dallas Store to Close in SeptemberSaks Global confirmed the closure this week, spelling the end for a store that’s been part of downtown Dallas for more than 100 years.
ColumnistsJun 03, 2026
Peter Smith: When Top Talent Leaves and What It Says About YouSmith discusses how managers should handle a top performer's exit, warning that a poor response could have a lasting impact.
GradingJun 03, 2026
GIA’s Tracr Investment Is First Step Toward Industry-Owned PlatformThe Gemological Institute of America is now a 30 percent stakeholder in Tracr, the De Beers-backed blockchain for diamonds.
WatchesJun 03, 2026
The 1916 Company Taking Pre-Owned Rolexes on the Road, AgainThe retailer is bringing Rolex Certified Pre-Owned watches to five U.S. cities in 2026 for collectors to see, try on, and purchase.
IndependentsJun 03, 2026
Jessica Alba Is the New Face of Gabriel & Co.The actress and entrepreneur stars in the jeweler’s new campaign that celebrates life’s quiet moments.
TrendsJun 03, 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.
SourcingJun 02, 2026
Leader Appointed for Botswana’s Diamonds for Development Fund Dr. Akinwumi Adesina, a development economist, will head the fund created to help Botswana diversify its economy.
WatchesJun 02, 2026
Watch Industry Veteran James Marks Joins Sotheby’sSotheby’s has appointed the former Phillips executive as its global head of private sales and retail in its watches division.
AuctionsJun 02, 2026
Sotheby’s to Auction 10-Carat Blue Diamond, 1960s Harry Winston Necklace A private collection of five Paraíba tourmalines also will be up for sale at Sotheby’s High Jewelry auction in New York, scheduled for June 16.
IndependentsJun 02, 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 & AwardsJun 01, 2026
Design Atelier Brands Have a Big Night at Emotional Couture Design AwardsThe show started by honoring Mildred Marcano, ended with a tearful Beth Anne Bonanno, and recognized a dozen-plus designers in between.
SourcingJun 01, 2026
RapNet Rebranding as Rapaport TradeThe revamped online diamond marketplace will feature pricing intelligence and data-driven tools for more efficient buying and selling.
SourcingJun 01, 2026
Gemfields’ Higher-Quality Emerald Auction Achieves $26.8MThe miner said demand for higher-quality emeralds is stable, but there is notable caution in the market.
CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
IndependentsMay 29, 2026
Meet the 2026 Retailer Hall of Fame InducteesThis year’s inductees include second-, third-, and fourth-generation jewelers.
Events & AwardsMay 28, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerThe author, speaker, and entrepreneur will give his presentation, “Spiritual Billionaire,” on Saturday morning.
Events & AwardsMay 28, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach on Sunday night.
MajorsMay 28, 2026
Signet Jewelers to Buy The Clear Cut Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.
