Expansion of retail presence: Brilliant Earth opens two new stores in the Boston area.
Brilliant Earth Expands Retail Footprint and International Shopping Capabilities
Brilliant Earth, the ethical jewelry retailer, has announced a series of expansions in 2024, aiming to better serve customers both domestically and internationally.
The company has opened new showrooms in key U.S. markets, including an additional showroom in the Boston area, bringing the total to 42 showrooms by mid-2025. Beth Gerstein, co-founder and CEO of Brilliant Earth, stated that the Boston area has been a cornerstone of the retail expansion since the launch of the first showroom beyond California in 2016.
Two new showrooms have been added to the Boston area, one in Chestnut Hill, Massachusetts, and another in Boston's Seaport neighborhood. One of these new showrooms will be Brilliant Earth's first street-level location in New York City. The company plans to open three more showrooms in the second half of 2024.
To enhance the shopping experience for international customers, Brilliant Earth partnered with Global-e, a leading e-commerce platform, in September 2024. This partnership aims to offer localized shopping experiences, currencies, duties, and cross-border logistics, allowing customers in 150 countries to purchase Brilliant Earth's jewelry using their own local currency.
Despite a slight decrease in revenue compared to 2023, Brilliant Earth sees a path toward modest growth with an emphasis on ethical jewelry demand and omnichannel presence. The company's net income during the most recent quarter grew 11.3% year over year to $1.4 million, and total orders have continued to grow.
The new showrooms feature try-on bars, product visualization, design-your-own ring functionality, and virtual try-on and ring-stacking tools. Brilliant Earth is committed to providing a personalized shopping experience directly to its customers. The Chestnut Hill store is already open, while the Seaport store is slated to open in November.
In addition to these expansions, Brilliant Earth has also appointed Sharon Dziesietnik as chief operations officer and Pamela Catlett as chief brand officer. The company continues to focus on ethically sourced fine jewelry, despite pressures on margins due to these sourcing costs and showroom expansion expenses.
Sources:
- Glossy
- Retail Dive
- Forbes
- BusinessWire
- CNBC
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