The company will now collect sales tax in Illinois
Continuing its omnichannel strategy, Brilliant Earth is opening its fourth showroom, this time in Chicago.
The e-tailer already has showrooms in Los Angeles (pictured), Boston, and its home base of San Francisco.
The showroom will be located upstairs in a retail district, this time on Oak Street in Chicago, and wil open in late October. It stocks some inventory and mostly works by appointment.
Like its Boston showroom, the newest physical collection will create a nexus, meaning that Brilliant Earth will collect sales tax in Illinois.
“We don’t think nexus is a barrier for us to enter new markets,” says co-CEO Beth Gerstein. “It is a consideration, but we think that it’s more important to bring our brand and our product to the markets that we think are important.”
Gerstein says the brand expects to open more showrooms but hasn’t decided on how many.
“We are not putting a stake in the ground as far as numbers,” she says. “We are looking opportunistically. Our omni-channel strategy has been really successful. It is an opportunity for customers to come in and have a tangible experience and learn about jewelry in a serene, comfortable environment.”
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