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Brilliant Earth Continues Showroom Expansion

The jewelry retailer is opening its 21st and 22nd locations.

Published

9 months ago

September 6, 2022

INSTORE Staff

Brilliant Earth’s Atlanta showroom. Photography: Courtesy MG2/Brilliant Earth

Brilliant Earth (San Francisco) is planning to open two more showrooms, one in Detroit and the other in St. Louis, according to a company press release. Intended to complement and support the brand’s digital channels, its physical showrooms aim to create a seamless transition between its channels.

The “digital-first” jewelry company already has showrooms in major cities like Dallas, Minneapolis, Los Angeles, San Diego, Portland, Boston and Washington, D.C., among many others.

The Detroit showroom is located in the Birmingham Shopping District, and the St. Louis showroom is is located in the Maryland Plaza Shopping District, both premier shopping locations. Each will feature a one-on-one shopping experience guided by the brand’s jewelry experts.

The showroom openings also coincide with the launch of the brand’s new “Truly Brilliant” Collection.

It Was Time to Make a Decision. It Was Time to Call Wilkerson.

Except for a few years when he worked as an accountant, Jim Schwartz has always been a jeweler. He grew up in the business and after “counting beans” for a few years, he and his wife, Robin, opened Robin James Jewelers in Cincinnati, Ohio. “We were coming to a stage in our life where we knew we have to make a decision,” says Jim Schwartz. He and Robin wanted to do it right, so they called Wilkerson. The best surprise (besides surpassing sales goals)? “The workers and associations really care about helping us move out own inventory out of the store first. It was very important to us.”