Brilliant Earth makes mall debut in three locations — here’s where
Brilliant Earth Group is expanding its retail fleet by moving into malls as it looks to reach a wider audience.
The digitally native, omni-channel fine jewelry company and a global leader in ethically sourced fine jewelry, has opened its first-ever mall locations, at indoor shopping centers Roosevelt Field, Garden City, N.Y., and King of Prussia, King of Prussia, Pa. A third mall location, at Westfield Galleria at Roseville, in Roseville, Calif., will open on Sept. 14.
Brilliant Earth’s mall locations are bright and spacious, featuring dedicated appointment areas and lounges where customers can explore products. The new format also encourages walk-in customers.
The in-store experience, which includes one-on-one discussions with jewelry specialists, is supported by Brilliant Earth’s online features, including design-your-own ring, product visualization, and ring-stacking options.
“We are thrilled to open three new showrooms in premier mall locations nationwide,” said Kathryn Money, senior VP of merchandising and retail expansion. “Expanding on the success of our existing showrooms, we are strategically moving into spaces with higher foot traffic and larger consumer footprints. These new locations will allow us to showcase the brand to more customers, while continuing to meet their expectations for a seamless experience across digital and physical platforms.”
Founded online in 2005, Brilliant Earth, which went public in fall 2021, targets millennial and GenZ consumers. Through its “create your own” model, customers can choose their engagement ring design, precious metal type and ring size, and select their diamond or gemstone from the company’s marketplace. Over two-thirds of its ring collection is available exclusively at Brilliant Earth.
Brilliant Earth’s showrooms operate on an inventory light model and offer one-on-one personalized interaction that integrates with the company’s online experience.
The three mall showrooms bring Brilliant Earth’s brick-and-mortar portfolio to 37 locations.