Brilliant Earth Opening Boston Showroom, Airing First Commercial

The showroom mostly takes appointments but does accept walk-ins

E-tailer Brilliant Earth is opening its third showroom, in Boston, as well as airing its first TV commercial.

The company, which specializes in ethically sourced jewelry, already has two showrooms in California: one in Los Angeles and one in its San Francisco home base.

Expect more to come, says cofounder and co-CEO Beth Gerstein: “We are looking at additional markets where we have a strong customer base.”

The sixth-floor Boston location, on Newbury Street across from the closing Dorfman Jewelers, means the company will now collect sales tax in Massachusetts. But Gerstein doesn’t think that will hurt sales: “California is a strong base for us, and we collect sales tax there.”

The showroom mostly takes appointments, although it does accept walk-ins. Unlike Blue Nile’s webrooms, which are strictly a conduit for online sales, it features live inventory for consumers to purchase.

The company is also running its first TV commercial, made up of homemade videos of customers proposing with Brilliant Earth jewelry. It will run on cable, Gerstein says.

(Photo courtesy of Brilliant Earth)

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