Brilliant Earth Continues Showroom Expansion

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.