Brilliant Earth Expanding with Four New Showrooms

“Digital-first” jeweler Brilliant Earth is increasing its brick-and-mortar presence with the debut of four new showrooms by the end of summer.

Two of the new locations have already opened, it said on Monday: one last month in Chicago, Illinois, and the other during May in Fairfax, Virginia. Once the remaining two open later this summer — in Miami, Florida, and Walnut Creek, California — the company will have a total of 34 physical stores.

While many of the jeweler’s previous showrooms have been on upper floors and operated on an appointment-only basis, the new retail locations will be on ground level and accept walk-in clients as well, making them more accessible.

“Showrooms are a key component of our omni-channel strategy,” said Kathryn Money, senior vice president of merchandising and retail expansion. “These ground-floor locations represent the continued evolution of our retail concepts.”

The company’s investment in physical branches complements its digital services, which include a site with tools such as product visualization, virtual try-on, and create-your-own rings, it added.