Brilliant Earth Notes an Uptick in Engagement Ring Sales in Q1
CEO Beth Gerstein discussed the company’s bridal bestsellers, the potential impact of tariffs, and the rising price of gold.

The jewelry retailer noted an improvement in engagement ring sales and a strong Valentine’s Day performance.
It recorded its 15th consecutive quarter of profitability since going public in 2021.
“The positive engagement ring unit trends, coupled with our most successful Valentine’s Day ever, reinforces our confidence in our premium brand positioning and differentiated product offerings,” CEO Beth Gerstein said in a statement.
Net sales in the first quarter 2025, which ended March 31, were down 4 percent year-over-year to $93.9 million, compared with $97.3 million in Q1 2023.
The results were in line with the company’s expectations of $93.5 million to $95.5 million in sales.
Gross profit was $55 million, or a 59 percent gross profit margin, compared with $58.3 million, or a 60 percent gross profit margin, in the prior-year period.
The total number of orders in the first quarter rose 12 percent, with repeat orders up 13 percent, while the average order value (AOV) fell 14 percent.
Brilliant Earth has noted in previous quarters that non-bridal jewelry sales are increasing but the category has a lower average price point, which is bringing down its AOV.
On an earnings call Tuesday, CEO Beth Gerstein shared quarterly highlights, including its engagement ring sales, the most popular fashion jewelry styles, and the potential impact of tariffs on its business.
As for tariffs, Gerstein said the same thing Pandora executives said earlier this week—the company is monitoring the situation closely.
“We feel confident that our geographically diversified supplier base and strong supplier relationships limited direct exposures to China,” she said. “Our price optimization engine and agile data-driven team give us a competitive advantage over the industry to navigate changes in any environment.”
Chief Financial Officer Jeff Kuo said the company expects gold prices and tariffs to have only a limited impact on gross margin in Q2.
“Over the balance of the year, assuming that tariff rates and metal prices are the same as they are today, we expect to be able to further mitigate their impact through our pricing and procurement strategy,” he said.
As for the high price of gold, Gerstein also discussed possible price increases, noting it leans on data for those decisions.
“The pricing optimization engine allows us to be really thoughtful about how we’re pricing,” she said. “So, we’re going to continue to implement new tests and try and understand what the appetite is from the consumer level.”
Brilliant Earth is keeping its costs down as much as it can, she said, and is aware of the pressure consumers are feeling.
She added that its proprietary collections allow it to have more flexibility in pricing.
Gerstein said trends in engagement ring sales have been “encouraging” and she has seen some normalization compared with the past few years.
The company saw positive year-over-year unit growth in engagement rings as well as an increase in appointment bookings to browse engagement rings in its showrooms.
Gerstein noted strong growth in engagement rings priced under $5,000, with its signature collection performing especially well.
Its sales of wedding and anniversary bands also were strong, particularly in men’s wedding bands and women’s eternity bands.
Its non-bridal fine jewelry business performed well, particularly around Valentine’s Day.
Brilliant Earth’s “Diamonds on the Menu” campaign highlighted authenticity and connection with a focus on diamonds, leading to its strongest Valentine’s Day period ever, said Gerstein.
Popular collections included its diamond essentials, as well as its “Heart” and “Signature” collections, and its Jane Goodall collection.
“Fine jewelry remains one of our key areas of investment and growth drivers for the business as it allows us to introduce new customers to the Brilliant Earth brand as well as provide additional purchase opportunities for our repeat customers, whether it’s a gift for themselves or others,” Gerstein said.
Though it started as an online-only business, Brilliant Earth has been expanding its brick-and-mortar network in recent years, with its current store count at 41.
The company opened a new location in Southlake, Texas, in February, and plans to open one to two new showrooms this year, including one in Alpharetta, Georgia.
For the second quarter, the company is expecting net sales to be flat to down 3 percent year-over-year.
For the full year, Brilliant Earth is maintaining its guidance, forecasting net sales will be up 1 to 3 percent.
The Latest

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

Aging and with myriad health issues, none will serve time for their roles in robbing the billionaire celebrity at gunpoint in 2016.

The WNBA team received rings imbued with meaning, from leaf motifs and its Liberty torch to the number of diamonds used.

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.

A longtime executive at RDI Diamonds, Rickard has served on the JBT board for the past five years.


The two organizations have signed an affiliation agreement that’s expected to be finalized in the coming weeks.

The platinum and diamond watch is part of Sotheby’s upcoming Important Watches sale.

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

Recovered in Mozambique, “The Kat Florence Lumina” was part of Bonhams’ Hong Kong jewelry auction held last week.

Get a taste of the delicious candy-like gemstones in this Amanda’s Style File.

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

From Lau’s “Love of a Kind” series, the engagement ring was inspired by the moon and holds a different meaning depending on how it is worn.

The lab has adjusted the scale it uses for nacre grading.

Sponsored by GCAL by Sarine

David Walton will serve three years’ probation after an incident in a hotel bar led to the death of West Virginia jeweler David Ettinger.

The family-owned jeweler in Great Falls, Virginia, will be celebrating its golden jubilee with a year’s worth of events.

The nonprofit elected five judges who will decide the winners of its design competition.

This year’s edition includes articles on the favorite tools of notable designers, evaluating when to outsource production, and more.

The jeweler’s high jewelry collection features extraordinary gemstones, like a 241.06-carat emerald and the world’s fourth-largest spinel.

In a special column for the State of the Majors, Edahn Golan breaks down what the top-performing fine jewelry sellers are doing right.

The bolo tie necklace is inspired by “Queen Bey” and set with a nearly 15-carat black diamond.

The nonprofit focused on mining communities in East Africa has added three new members to its advisory council.

Current Diamond Council of America President and CEO Terry Chandler is set to retire in January 2026.

Communicating clearly with your staff is key to navigating turbulent times, writes columnist Peter Smith.

The “Inner Journey” collection debuted as the brand celebrated its 25th anniversary, with designs inspired by Morais’ journey.

Tanishq is expanding its presence in the United States with a new store in Santa Clara, California, which is its largest in the country.

Sales for Richemont’s four jewelry brands increased 8 percent, while watch sales picked up toward the end of the year.