Dive Brief:
- Bringing its showroom count to 37 locations, jewelry brand Brilliant Earth announced three new showrooms at luxury malls, according to a Thursday press release.
- The mall showrooms are located at Roosevelt Field in New York (which opened Aug. 24), King of Prussia in Pennsylvania (opened Thursday) and Roseville Galleria in California (opening Sept. 14), per the release.
- Brilliant Earth’s latest locations offer an assortment of fine jewelry and bridal styles available for same-day purchase, appointments with jewelry specialists and personalization for made-to-order pieces.
Dive Insight:
Brilliant Earth’s luxury mall showrooms aim to expand the brand’s customer awareness and omnichannel capabilities.
“We are thrilled to open three new showrooms in premier mall locations nationwide,” Kathryn Money, senior vice president of merchandising and retail expansion, said in a statement. “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.”
The new showrooms include dedicated appointment areas and customer lounges while encouraging walk-ins. Brilliant Earth’s latest engagement ring collection of 12 styles that feature lab-grown diamond center stones are available on-site for immediate purchase.
Brilliant Earth’s latest news comes as the brand reports increasing sales. The company’s second-quarter results in August showed net sales increased 1.3% year over year to $110.2 million, although net income dropped 67.1% to $1.2 million. Brilliant Earth opened four new showrooms during the quarter and saw average order value drop 16.4% to $2,571.
The mid-year results were a switch up from its first-quarter results in May, which recorded a net loss of $440,000 and a 2.3% year-over-year drop in net sales, reaching $97.7 million.
