Gold / Industry

Brilliant Earth Takes A Fresh Angle With Men’s Fine Jewelry Collection


Just in time for Father’s Day, this week Brilliant Earth launched its first men’s fine jewelry collection featuring what it calls “modern classics,” such as chains, engravable pendants, bracelets, and cufflinks.

The San Francisco–based company added the 22-piece collection to its existing men’s line of wedding bands and its gender-neutral collections Mx and Rings for Everyone, the company said Tuesday. The pieces range in price from $195 to $2,995 and are available online as well as at the 19 Brilliant Earth showrooms.

For Brilliant Earth, it’s a timely move not only because of the holiday that focuses on father figures, but also because men are seeking more occasion-focused jewelry, says Ryan Atlas, director of product development for Brilliant Earth, in an email interview with JCK.

Mens jewelry Brilliant Earth
Chains are a big part of the new men’s fine jewelry collection, Brilliant Earth said, inspired in part by the bold statements created by its men’s wedding bands.

“Right now, there is a perfectly timed confluence of us broadening the scope of our fine jewelry assortment and the upward trend of men’s jewelry in the market,” Atlas says. “There is a great deal of inspiration in the industry and on the red carpet encouraging more and more trend-forward men’s fine jewelry.”

Brilliant Earth’s originated with cofounder Beth Gerstein’s hunt for ethically sourced diamonds and wedding jewelry, so it makes sense that the men’s fine jewelry collection also focuses on offering 93% recycled gold and 99.8% recycled silver, the company said.

These new pieces are designed to be “everyday essentials,” allowing those who wear these engravable bracelets or ethically sourced black onyx pendants special items that are both for everyday and can combine with existing jewelry in a man’s collection.

The collection takes its popular men’s wedding bands and ups the ante, using the Brilliant Earth DNA as its core, Atlas says. These pieces also blend fashion, such as on-trend chain necklaces, with giftable items, including ID bracelets and engravable cufflinks.

“We have taken pieces and elements of what we know resonates with our existing customer base, while also drawing on inspiration from broader sources such as architectural elements, bold details, and nature motifs,” Atlas says.

Atlas described one of the collection’s highlights as the beveled link chain, which comes in recycled yellow gold, white gold, and silver. The chain is substantial yet also hugely wearable for any occasion. The black onyx is another of his favorites, offering a deep, rich color as contrast to the metals found throughout the collection.

Brilliant Earth Mens engravable jewelry
Being able to customize many pieces in this men’s fine jewelry collection with engraving allows the wearer to personalize an item or someone to give it as a custom gift, Brilliant Earth says.

Brilliant Earth noted in its introduction of the collection that each of the gemstones and metals used throughout the men’s fine jewelry line is ethically sourced and offered in silver, 14k and 18k recycled yellow gold, and 14k recycled white gold.

“Our objective with this collection, and all Brilliant Earth products, is to diminish the negative impacts of dirty gold, reduce demand for newly mined metals, and contribute to programs dedicated to improving small-scale mining practices,” Kathryn Money, the company’s senior vice president of merchandising and retail expansion, said in a statement.

“Metal mining, and gold mining in particular, is one of the most environmentally destructive types of mining, and gold miners often earn low wages in dangerous working conditions,” Money said. “Brilliant Earth uses recycled precious metals sourced from certified responsible refiners who provide recycled precious metals under the Responsible Jewellery Council Chain of Custody Certification and the SCS Recycled Content Certification.”

Additionally, the 19th Brilliant Earth showroom opened last week. It is the company’s first location in Minnesota. This Edina showroom is Brilliant Earth’s fourth store opening this year and is a part of the brand’s overall omnichannel efforts.

Top: Black onyx is one of the signature features in the Brilliant Earth men’s fine jewelry collection. This tag necklace highlights onyx and 14k gold ($1,695) along with its beveled edges (photos courtesy of Brilliant Earth). 

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Karen Dybis

By: Karen Dybis

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