Fine jewelry retailer Brilliant Earth is opening its ninth stand-alone store, in Atlanta, later this fall.
The Southern location will debut an updated store concept for the brand, which has been a pioneer in ethically sourced bridal and fine jewelry since its founding in 2005. Atlanta also marks the first time the company has operated a ground-floor retail location; its appointment-only shops have always been second-floor affairs.
When asked, “Why Atlanta, and why now?” Brilliant Earth cofounder and co-CEO Beth Gerstein tells JCK, “Atlanta ranks high in friendliness and value in a recent study, making it attractive for our core demographic of millennials and an ideal home for Brilliant Earth. We are also excited to be part of the growing business community in this vibrant and diverse city known for its culture and people.”
The 2,000-square-foot showroom—located at 691 14th St. NW, Studio A—will be appointment-only for serious ring and jewelry shopping. But the location will also boasts a browsing area for the Brilliant Earth–curious.
The store’s updated design includes marble display cases, custom consultation stations, contemporary light fixtures, porcelain accent walls, light wood finishes, high ceilings, and large windows.
The shop and its by-appointment operations reflect Brilliant Earth’s vision for the future of retail: an appointment-based, inventory-light model offering one-on-one experiences that seamlessly integrate with the company’s online experience (appointments at Brilliant Earth are one-hour consultations).
“Today’s customer has different needs and higher expectations than ever before,” notes Gerstein. “Consumers are looking for inviting and safe environments that offer personalized experiences, and they are conducting even more of the discovery phase online in advance of visiting a physical retail location.”
Consumers who’ve begun their Brilliant Earth journey online often finish their brand experience in one of its stores, where they learn about diamonds, browse the collection, try on settings, and select their ideal ring “in a low-pressure, fun, and elegant environment,” Gerstein adds.
The retailer’s other stores are in Boston, Chicago, Denver, Los Angeles, Philadelphia, San Diego, San Francisco, and Washington, D.C.
Top: Brilliant Earth’s Nouveau diamond engagement ring, $1,450, setting only (photo courtesy of Brilliant Earth)
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