Brilliant Earth Continues Adding Showrooms in Its 20th-Anniversary Year

By Karen Dybis | March 21, 2025

Brilliant Earth plans to open two or three more showrooms in 2025 as it celebrates its 20th anniversary in business, adding its newest showroom in Southlake, Texas, as its fourth store in that state.

The San Francisco-based company now has more than 40 locations nationwide. Its next opening will happen this spring in Alpharetta, Ga., giving Brilliant Earth a second store in the Atlanta area, where it already has a West Midtown showroom.

In Southlake, a suburb of Dallas/Fort Worth, the new showroom at 218 State St. has an expansive layout, two appointment spaces, and a fine jewelry try-on bar—a feature Brilliant Earth introduced last year in Boston and New York City (Nolita).

“Customers have responded well to the inviting space, where they can comfortably linger, explore, and discover pieces that they love,” says Brilliant Earth’s chief brand officer, Pamela Catlett.

Brilliant Earth Texas Southlake — *The new Southlake, Texas, store features an open-concept layout and two appointment areas.*

“As our retail footprint grows, with increasing foot traffic across our showrooms and fine jewelry expansion, we saw an opportunity to introduce a fresh way to customer to experience our beautiful product,” Catlett says of the try-on bars. “We’re looking forward to seeing how our customers [in Southlake] respond to it.

“We are always seeking to evolve and evaluate our customer experience, and that is particularly evident across our retail strategy,” she says. “Fine jewelry is a rapidly growing part of our overall business, and we saw an opportunity to introduce a new way for customers to explore and experience our product that also complements our core, appointment-driven bridal business.”

Brilliant Earth sees a growing customer base in the Southwest, according to Catlett. It has a store in Scottsdale, Ariz., as well as Texas showrooms in Austin, Houston, and the West Village area of Dallas.

Brilliant Earth Southlake Showroom — *Brilliant Earth went with wood tones and Southwestern hues to decorate its Southlake showroom.*

The jeweler will soon reveal plans for events and other activities commemorating the 20th anniversary, says Catlett.

“As we celebrate this milestone, we’re focused on expanding upon our legacy of design, craftsmanship, and ‘people and planet first’ practices,” she says. “Our signature products are making a powerful impression on customers—keep your eye out for how we build on our recent successful collections and tell stories that celebrate our customers’ joyful moments.”

One of those successes has been the Jane Goodall Collection, which gives 10% of its proceeds to the Jane Goodall Legacy Foundation Fund. In its latest financial report, Brilliant Earth said the Goodall line was its most successful fine jewelry launch to date.

Brilliant Earth reported its 14th consecutive quarter of profitability as a publicly traded company in its fourth-quarter and year-end 2024 results, which were announced on March 12 by CEO Beth Gerstein. Net sales in the fourth quarter decreased nearly 4% year-over-year, to $119.5 million, but net income was up 35%, to $2.6 million.

For the full year, Brilliant Earth’s net sales were down 5%, to $422.2 million, and net income dropped 16%, to $4 million. Total orders increased 7% from the previous year, but the average price on each order fell 11%, to $2,269. Gerstein attributed the price-per-order decline to more non-bridal fine jewelry sales, which tend to have a lower price point than engagement rings.

Top: Brilliant Earth opened its fourth Texas location, in Southlake, on March 6. (Photos courtesy of Brilliant Earth)