Brilliant Earth Group Bets on Fine Jewelry and Showrooms to Spark Growth Written by MarketBeat June 3, 2026 Share Link copied to clipboard. Image from MarketBeat Media, LLC. Key Points Brilliant Earth is leaning into fine jewelry as a major growth driver , with the category up 33% last quarter and now making up 17% of sales. Executives said the segment has significant room to grow as it remains far less penetrated than at many rival jewelers. Showrooms are becoming a bigger part of the company’s omnichannel strategy , even though Brilliant Earth started as a digitally native brand. The company now has 42 showrooms, plans two more this year, and says physical locations are helping boost metro-area sales and fine jewelry growth. Management’s broader plan centers on brand building, showroom expansion and premium positioning rather than discounts. Brilliant Earth expects mid-single-digit sales growth and sees upside from low brand awareness, stronger marketing efficiency and expansion of its accessible-luxury customer base. Five stocks we like better than Brilliant Earth Group . Brilliant Earth Group NASDAQ: BRLT executives outlined the jewelry company’s brand, retail and growth strategy during a hosted discussion featuring Chief Executive Officer Beth Gerstein and Chief Brand Officer Pamela Catlett. The company, described in the event as a digitally native jeweler focused on ethically sourced and transparent diamonds, said it is continuing to broaden its positioning beyond its original mission-driven identity. Catlett said Brilliant Earth was established as a pioneer in natural diamonds roughly 20 years ago and became known as a purpose-driven company, but its customer relationships are increasingly being driven by “artistry, craftsmanship, and experience.” Gerstein said the company continues to invest in brand awareness and cultural relevance while building on its historical strength in performance marketing. She described Brilliant Earth as a data-driven and technology-driven company that has been seeing customers recognize the brand more for design and experience. Get Brilliant Earth Group alerts: Sign Up Bridal Remains Core, Fine Jewelry Gains Ground Gerstein said bridal remains an important part of Brilliant Earth’s business because it is often the customer’s first purchase and can lead to a long-term relationship with the brand. She said the bridal environment is “relatively normalized” and described diamond engagement rings as an enduring category. The company is also emphasizing fine jewelry as a major growth avenue. Gerstein said fine jewelry grew 33% last quarter and now represents 17% of the company’s mix. She said that remains underpenetrated compared with many jewelers, where fine jewelry can account for roughly half or more of the business. “We have a ton of headroom there,” Gerstein said, noting that the market is about $300 billion and that more customers are coming to Brilliant Earth because of its fine jewelry collection. Catlett added that fine jewelry is increasingly becoming a customer’s first experience with the brand, which she said creates an opportunity alongside continued expansion in bridal. Showrooms Seen as Key to Omnichannel Strategy Although Brilliant Earth began as a digitally native company, executives said physical retail is becoming a more important part of its model. Catlett said the company has 42 showrooms today and has evolved from an appointment-only showroom format toward more ground-floor retail locations. Catlett cited the company’s Nolita location on Elizabeth Street in New York as its first ground-floor New York showroom and said it was used to test expanded fine jewelry presentation. She also highlighted a recently opened flagship location in Beverly Hills on Beverly Drive, next to Erewhon, which she said has generated a positive early response and includes the company’s largest fine jewelry presentation. Brilliant Earth plans two additional showrooms later this year, Catlett said. She added that the company uses a “surgical and strategic” expansion approach and holds new locations to a high return-on-investment standard. Gerstein said physical showrooms help lift overall metro-area performance and compound fine jewelry growth. She said fine jewelry in showrooms grew 48% last quarter and has doubled over an 18-month period. Marketing Strategy Emphasizes Cultural Relevance Catlett said Brilliant Earth remains a “small, scrappy brand” that must pursue original and unexpected marketing opportunities rather than rely on the spending power of large luxury houses. She pointed to organic relationships and placements involving names such as Beyoncé, Selena Gomez and Jane Goodall, as well as a Ring Pop collaboration. Catlett said the Jane Goodall partnership became the company’s best-selling fine jewelry collection in its history. She said the Ring Pop collaboration, which included cocktail rings in five colors, sold out and was brought back for Valentine’s Day due to custo