FinancialsJul 29, 2026
Kering’s H1 Jewelry Sales Up 14%FinancialsAug 06, 2026
Brilliant Earth’s Q2 Sales Up 6%, Driven by High-Income Shoppers
The retailer said it had its biggest Mother’s Day ever, with strong demand for higher-priced jewelry.
A selection of rings, including one set with a “Pacific Green” lab-grown diamond, from Brilliant Earth’s second collection with late conservationist Jane Goodall. The retailer posted 6 percent year-over-year sales growth in Q2.
San Francisco—Brilliant Earth posted strong second-quarter results after a solid Mother’s Day performance, with its non-bridal fine jewelry once again driving growth.
The jewelry retailer continued to see strong demand from higher-income shoppers, noting growth in sales of higher-priced jewels and softness in the lower price points, further evidence of the K-shaped economy’s effect on fine jewelry.
For the second quarter ending June 30, Brilliant Earth posted net sales of $115.1 million, up 6 percent year-over-year, and near the top of its guidance.
In the first half, net sales were also up 6 percent to $214.6 million.
The total number of orders in Q2 slipped 2 percent while average order value (AOV) rose 8 percent to $2,238.
In the first half of the year, the total number of orders was flat, with AOV up 6 percent to $2,187.
The retailer has been focused on sales at higher price points, CEO Beth Gerstein said on the company’s earnings call Thursday morning.
Its under-$500 category accounts for a small percentage of net sales, she said.
The retailer will continue to watch the consumer environment carefully, said Gerstein, noting the “same bifurcation that has been widely reported across our industry and the broader consumer sector.”
She noted a strong average selling price for wedding and anniversary bands and fine jewelry, with engagement ring prices stable.
Chief Financial Officer Jeff Kuo said the rise in AOV was driven by customers choosing higher-priced items and “selective” price increases due to higher precious metal costs.
As for what’s selling, Brilliant Earth’s non-bridal fine jewelry continued to steal the show, with diamond essentials doing especially well.
“Fine jewelry was again a clear standout, driven by a strong Mother’s Day holiday,” said Gerstein, noting the holiday was “our biggest Mother’s Day ever,” aided by its campaign featuring content creator Alison Kuch.
The retailer also partnered with model and entertainment reporter Camille Kostek on a new summer campaign, highlighting sea-inspired charms.
The retailer said it plans to increase its marketing efficiency going forward.
Brilliant Earth had several notable celebrity placements, including Maude Apatow at the Met Gala, as well as Emma Roberts, Bella Hadid, and Justin Bieber.
The company’s new “Butterfly” and “Keepsake” collections also performed well, with new offerings to follow in the fall, Gerstein said.
Its nature-inspired jewelry was a top performer, as was its expanded “Pacific Green” lab-grown diamond collection.
The retailer recently expanded into watches, partnering with independent Swiss watchmaker Louis Erard on a limited-edition collection of timepieces.
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The jewelry retailer continued to see strong demand from higher-income shoppers, noting growth in sales of higher-priced jewels and softness in the lower price points, further evidence of the K-shaped economy’s effect on fine jewelry.
For the second quarter ending June 30, Brilliant Earth posted net sales of $115.1 million, up 6 percent year-over-year, and near the top of its guidance.
In the first half, net sales were also up 6 percent to $214.6 million.
The total number of orders in Q2 slipped 2 percent while average order value (AOV) rose 8 percent to $2,238.
In the first half of the year, the total number of orders was flat, with AOV up 6 percent to $2,187.
The retailer has been focused on sales at higher price points, CEO Beth Gerstein said on the company’s earnings call Thursday morning.
Its under-$500 category accounts for a small percentage of net sales, she said.
The retailer will continue to watch the consumer environment carefully, said Gerstein, noting the “same bifurcation that has been widely reported across our industry and the broader consumer sector.”
She noted a strong average selling price for wedding and anniversary bands and fine jewelry, with engagement ring prices stable.
Chief Financial Officer Jeff Kuo said the rise in AOV was driven by customers choosing higher-priced items and “selective” price increases due to higher precious metal costs.
As for what’s selling, Brilliant Earth’s non-bridal fine jewelry continued to steal the show, with diamond essentials doing especially well.
“Fine jewelry was again a clear standout, driven by a strong Mother’s Day holiday,” said Gerstein, noting the holiday was “our biggest Mother’s Day ever,” aided by its campaign featuring content creator Alison Kuch.
The retailer also partnered with model and entertainment reporter Camille Kostek on a new summer campaign, highlighting sea-inspired charms.
The retailer said it plans to increase its marketing efficiency going forward.
Brilliant Earth had several notable celebrity placements, including Maude Apatow at the Met Gala, as well as Emma Roberts, Bella Hadid, and Justin Bieber.
The company’s new “Butterfly” and “Keepsake” collections also performed well, with new offerings to follow in the fall, Gerstein said.
Its nature-inspired jewelry was a top performer, as was its expanded “Pacific Green” lab-grown diamond collection.
The retailer recently expanded into watches, partnering with independent Swiss watchmaker Louis Erard on a limited-edition collection of timepieces.
In the second quarter, Brilliant Earth’s gross profit was $66.6 million, or a 56 percent gross profit margin, up 5 percent compared with the prior-year period.
In the first half, gross profit was $120.7 million, or a 56 percent gross profit margin, up 2 percent year-over-year.
The company, which celebrated its 20th anniversary last year, operates 43 showrooms as of Q2, including its second “showroom of the future” in San Antonio, Texas.
The two showrooms have been well-received, said the company, particularly as younger shoppers seek out experiential retail.
The retailer also noted continued walk-in interest at its locations.
“The outside interests we are seeing for fine jewelry in our showrooms give us confidence as we head into Q3 and the important holiday season later this year,” Gerstein said.
Looking to the year ahead, the company is forecasting third-quarter net sales to be flat year-over-year, with adjusted EBITDA between $3 million to $5 million.
Kuo noted that this year’s Q3 will be up against tough comps, as many shoppers made purchases in Q3 2025 in anticipation of increased tariffs.
For the full year, the company is expecting net sales between $459 million to $462 million.
It raised its adjusted EBITDA guidance to between $13 million to $15 million. Its prior forecast expected to see adjusted EBITDA slightly lower than in 2025, though still profitable.
Notably, its outlook assumes the metal prices will be around where they were as of Aug. 4, when gold was around $4,100 an ounce.
“This quarter’s strong execution highlights our capability to identify and capture opportunities, to drive sustainable, profitable growth, and create value for our shareholders,” Kuo said.
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