Ethically-sourced Brilliant Earth expanding in brick-and-mortar

BY Marianne Wilson

Another online retailer has made the jump to the physical space.

Brilliant Earth announced plans to open three new locations, in San Diego, California; Washington, D.C.; and Denver, during the spring and summer. The new showrooms will join the retailer’s five other existing locations in San Francisco, Los Angeles, Boston and Chicago.

Founded online in San Francisco in 2005, Brilliant Earth specializes in fine jewelry pieces with diamonds and gemstones that go beyond conflict free and originate from mines that adhere to strict labor and environmental standards. Each piece is handcrafted from recycled precious metals and set with beyond conflict free diamonds and colored gemstones

In addition to fair sourcing practices, the company donates five percent of profits to help communities impacted by the jewelry trade build a brighter future.

Brilliant Earth’s brick-and-mortar strategy calls for small footprint locations in downtown urban settings, with an appointment model that allows for a high-touch, personalized interaction via one-hour consultations with a jewelry specialist. Customers can personalize their ring setting, selectin the setting, metal type and center gemstone or dim (Walk-in customers are also welcome.)

The showrooms maintain a light inventory, and customers can place their orders while they are in the showroom or afterwards, online. There are also some items available for immediate purchase, including pre-set engagement rings, vintage one-of-a-kind pieces, and fine jewelry such as diamond and gemstone pendants, earrings and bracelets.

The first of Brilliant Earth’s upcoming three locations will open in late March, at the open-air La Plaza La Jolla in San Diego. The 2,000-sq.-ft. space will include French doors that open onto a terrace with ocean views, and a Southern California ambiance that also reflects the center’s Spanish-Moroccan architectural elements.

In April, Brilliant Earth will open at Cady's Alley, in Georgetown. The 2,500 square-foot showroom will have a loft feel, with high ceilings, glass walls and exposed brick.

Brilliant Earth’s 2,000-sq.-ft. Denver location is scheduled to open this summer. The space is lined with windows to create a light-filled, spa-like atmosphere.


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