Sponsored by the Gemological Institute of America
Brilliant Earth Opens Showroom in Boston
The e-tailer has opened another by-appointment-only brick-and-mortar location, this one located on Newbury Street in Boston.
Boston--Brilliant Earth, the online retailer that stresses its commitment to ethically sourced jewelry, has opened another by-appointment-only brick-and-mortar location, this one located on Newbury Street in Boston.
Kathryn Money, Brilliant Earth’s vice president of strategy and merchandising, said customers can buy any of the rings or jewelry Brilliant Earth has in stock during the appointment and take it home with them.
This contrasts with the model of another online-only jewelry retailer, Blue Nile, which has a “webroom” in a New York mall where consumers can try on the jewelry but can’t buy it; all purchases still are made online.
Money noted, however, that when it comes to rings, many customers choose to customize theirs based on metal choice, center stone size, shape and ring size. They order them during the appointment, online or via phone.
The opening of the Boston showroom means that Brilliant Earth now will have to charge sales tax on all orders shipped to Massachusetts because the e-tailer now has a nexus, i.e., physical presence, in the state.
Hours for the showroom, which opened Friday, are 10 a.m. to 7 a.m. Wednesday through Sunday.
San Francisco-based Brilliant Earth opened its first showroom in San Francisco in 2011 and its second in Los Angeles in January 2015.
The e-tailer plans to open more appointment-only locations in 2016, though Money did not give specifics when asked how many and where they would be located, stating only that it is “continuing to evaluate several markets throughout the U.S. where we already have a strong online presence and brand recognition.”
Editor’s note: This story was updated to include a paragraph explaining the sales tax implications of this new showroom for Brilliant Earth.
The Latest

The 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.

The West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

This past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.


The brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.

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

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

The new location continues the brand’s celebration of its 25th anniversary.

The online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.

She will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

He is remembered for his successful entrepreneurship, generosity, and dedication to his family.

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

“The Jewelry Book” comes out this September.

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

AGS also named the recipient of its “Women in Leadership” scholarship.

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.