Brilliant Earth Opens a New Kind of Flagship in Beverly Hills

By Victoria Gomelsky | February 11, 2026

The first thing customers see when they walk into Brilliant Earth’s new showroom in Beverly Hills, Calif.—provided they’re looking down—is a phrase, written in gold-toned script on the threshold of the store: Delight in the details.

It serves as a cue that the brand’s new flagship, aka its “showroom of the future,” represents the opposite of the snooty retail experience you might expect to find on nearby Rodeo Drive. Rather, it’s a warm, inviting space—on retail-centric Beverly Blvd.—marked by artistry; product showcases boasting a wide selection of both bridal and fine jewelry styles; and elegant, minimal decor.

Next to the entrance, a white wall motif crafted from wood and plaster depicts a bouquet of floral blooms—camellias, olive branches, and lotus flowers, for example—that evoke the retailer’s best-selling bridal collections, including Camellia and Olivetta.

The nearly 3,500-square-foot space, which opened its doors on Jan. 28, represents a new direction for the San Francisco–based omnichannel retailer. Founded in 2005 as a pure digital player, the company has steadily evolved its approach to physical retail. During JCK’s visit on opening day, Pam Catlett, Brilliant Earth’s chief brand officer, highlighted the changes as she took us on a grand tour.

“If you look around the country, we have a showroom in every major market in the United States,” Catlett said. “In New York, we have an upper floor location in Flatiron, we have a street-facing store in NoLIta, and we have an indoor mall location at Roosevelt Field. So we have all three formats in New York City. Each one we’ve learned from and evolved. We felt now was the time to really make this statement and invite people into a new experience.”

Below, Catlett explains how the brand’s focus on “artistry, personalization, and human connection”—as noted by brand cofounder and CEO Beth Gerstein in a press release announcing the new flagship—comes to life.

The interview has been edited and condensed for clarity.

First things first: Tell us about the space and how it reflects Brilliant Earth’s philosophy.

This is our 42nd showroom. We’re relocating from our West Hollywood location, which was our second showroom over 10 years ago. If you had seen that, it was upper floor, interior location, appointment-only.

Over the last decade, since opening West Hollywood, we’ve really evolved our retail formats. We’ve gone from that upper floor interior location that is appointment only to indoor malls, pedestrian malls, street-facing. Each step has been learning from the previous format. And this showroom reflects, really, our biggest, boldest concept yet in terms of making a statement around both the balance between bridal first as well as fine jewelry.

As you know, we began as a bridal-only company 20 years ago. And as fine jewelry has been rapidly accelerating as a component of our overall business, we saw an opportunity to launch this concept that is centered around the idea of bridal. It’s our largest retail footprint for fine jewelry selling. It’s the most complete presentation of our collections that we’ve ever done. And it’s really grounded in the idea of eternity.

Brilliant Earth Beverly Hills flagship — *The design of the lighting and showcases in Brilliant Earth’s new Beverly Hills flagship is inspired by the concept of eternity rings.*

The design inspiration is eternity rings. The lighting, the eternity bar, the rounding shape. We know that what consumers come to us for is product quality, transparency, fairness, and visibility. So it’s really about the artistry and quality of the product that they’re seeking. What we try to do is reflect artistry, craftsmanship, and the storytelling component that we know customers are looking for when they are shopping jewelry.

When you walk into the store, the first thing you see if you look down are the words Delight in the details. Can you explain that phrasing?

Our brand north star is Delight in the details. The first thing we want you to feel is delight when you walk into the space. And we tried to infuse that throughout the space. And that attention to detail is really core to the design.

The eternity bar features our design-your-own-custom ring creation process, men’s and women’s. And we’re also introducing, as part of this bar, a new concept called “Date Night.”

It’s a new idea that we’re launching because we know that couples are increasingly shopping together. So it’s the idea of creating an elevated hospitality experience. When they book their appointment, they can book a date night. We’ll curate a tray based on their personal choices with a nice welcome message. They have a menu to make selections from which will include a food component, a drink. We have Champagne, cocktails. We have a fun prompt game to help facilitate the conversation, like a modern version of The Dating Game. It’s just a fun way to bring people in and have an experience.

It’s all about hospitality, warmth, comfort, intimacy.

And can you tell us about the artwork around the store, which features blown-up images of your jewelry, and how that plays into the experience?

One of the things we also tried to do in the spirit of celebrating artistry is we’re treating our own product as the art in terms of elevated photography and the portraiture of the product. So you can really see the detail and quality of our designs and product.

Another new concept that we’re introducing is a personalization bar. This is both a combination of truly personalized and/or made-to-order, from various gemstone options to selecting from our medallions with meaning, which you can personalize.

Brilliant Earth Beverly Hills flagship VIP room — *In the VIP room at Brilliant Earth’s Beverly Hills flagship, an oversize photo of a ring from the retailer’s collection gets the artistic treatment.*

You mentioned that couples are coming in together more. What other changes are you seeing in terms of the way couples are getting engaged or how they’re shopping for wedding rings?

That idea of self-expression has definitely evolved for consumers over many years. They’re buying pieces that tell a story. Whether it’s their engagement moment and the details of the ring that they want to have reflected in it or the fine jewelry piece that is a commemoration of a moment or a milestone. Self-purchase is a significant trend where we’re increasingly seeing women in particular buying more for themselves and commemorating moments, achievements, milestones.

As our fine jewelry business has grown, we’re seeing more and more people who their first experience with us as a brand is through fine jewelry. And that has become another pathway into bridal. So we’re seeing multiple pathways versus bridal-only. It really has just been an expansive opportunity for us.

You’ve got a back room with four dedicated “coves” for private appointments.

When you book an appointment, we bring you into a private space. And in this case, this is where you would begin the education process for your engagement ring shopping. We’ll have a full case line of the various stone shapes, metal types, settings, our signature collections. We also include, of course, wedding bands and eternity bands. But essentially, each one of these coves is a private place where you will have your appointment and make your selection process.

Again, with elevated hospitality. We’re offering Champagne, drinks, etc. We’re trying to infuse the delight in everything that we do.

Brilliant Earth Beverly Hills flagship coves — *The new Brilliant Earth Beverly Hills flagship includes four “coves” for private appointments.*

You’ve also got a separate VIP room. I assume that’s for shoppers that live in the community?

Obviously, we’re in Beverly Hills, California. We created this environment for higher value purchases. It’s also a much higher carat weight selection of diamonds. We go from 4 to 6 carat in what we present. Those are some of the features and attributes. The rugs are custom and made with the lotus flower as inspiration, which is from our brand.

We intend to use the entire showroom as an opportunity to activate more programming related to events and connecting to the community, bringing people in the industry and consumers who are interested in bridal and fine jewelry shopping together. Date Night is one. There’ll be other opportunities that we’re going to create.

Coming out of the pandemic and the post-post-pandemic, are you finding that people are craving more of a physical experience?

Generally, the answer to that is yes. And our showrooms have really been a trust-building factor because most consumers begin their journey online, where they start browsing. It’s 2026—that’s been true for a while. The origin of our company is digital. We find many of our customers begin their journey online, have a physical experience where they’re going deeper, doing more research, either with us and with the many other resources that are out there. And we don’t separate where they transact. Of course, we pay attention to it, but we don’t actually share that because they may come and have a showroom experience, but then finish the transaction online.

We know that our showrooms, our whole model has been fewer, better locations because we know people will drive distances and return over time to the showroom given the quality of the experience and the relationship that we build with them. So they really become a trust-building location for us.

Are any details in this space particularly resonant and maybe designed for Gen Z? What have you found that that generation values in a showroom?

Personal experience. What they also want is a warm, welcoming, intimate environment. We want it to feel warm and welcoming. It’s not intended to make anyone feel uncomfortable. And I think that’s a unique attribute of our brand that we hear over and over from customers.

They also value self-expression. Gen Z, Millennials want one of one, uniqueness. We know that that’s what they seek from us. That’s why we’ve tried to infuse the idea of artistry and expression in the environment—to create a little nod to both the brand but also some visual inspiration for people.

Sustainability and a purpose-driven ethos are core to Brilliant Earth’s positioning. Is that what draws people to the brand?

The first and foremost reason they come to us is for the product. The artistry and quality of the product and their confidence in our transparency of what the product is, where it comes from, how it’s made. And then they feel really great to know that they’re buying from a responsible, ethical, sustainable company.

Top: Brilliant Earth opened its 42nd showroom in Beverly Hills, Calif., in late January. The nearly 3,500-square-foot store features a new layout designed to emphasize the omnichannel retailer’s commitment to artistry and hospitality. (Photos courtesy of Brilliant Earth)