Brilliant Earth
Brilliant Earth is a publicly traded omnichannel jewelry retailer specializing in ethically sourced engagement rings, wedding bands, fine jewelry, and lab-grown diamonds, serving individual consumers through 42 U.S. showrooms and e-commerce operations spanning 150+ countries.
- Company typePublic
- Founded2005
- HeadquartersSan Francisco, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
Brilliant Earth firmographics
Firmographics- Name
- Brilliant Earth
- Legal name
- Brilliant Earth, LLC
- Website
- https://brilliantearth.com
- Company type
- Public
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Brilliant Earth is a publicly traded omnichannel jewelry retailer specializing in ethically sourced engagement rings, wedding bands, fine jewelry, and lab-grown diamonds, serving individual consumers through 42 U.S. showrooms and e-commerce operations spanning 150+ countries.
- Ownership category
- akta.pro rank
Brilliant Earth industry classification
Industry- Product category
- Fine Jewelry
- NAICS
- Jewelry Retailers (458310), Jewelry Retailers (45831)
- SIC
- Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911)
- akta.pro primary industry
- Jewelry, Watches & Luxury Omnichannel (CRAFAEAH)
- akta.pro secondary industries
- Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA), Bridal & Engagement Jewelry Retail (CRAKAGAC), Engagement Rings (CRAKACAA), Ethical/Sustainable Fine Jewelry (Responsible Sourcing/Traceability) (CRAKAAAM), Bespoke Fine Jewelry (Precious Metals & Gemstones) (CRAKAHAA)
Keywords
Where Brilliant Earth is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices25 records
Markets served
Brilliant Earth business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D
Revenue model
- Jewelry Sales: One-time transaction sales of engagement rings, wedding bands, fine jewelry, diamonds (natural and lab-grown), and gemstones. The company offers customization and design-your-own options with prices ranging from under $300 to over $10,000 per piece.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Engagement Ring Settings |
| One time/ perpetual license | Pay-as-you-go | Complete Engagement Rings |
| One time/ perpetual license | Pay-as-you-go | Wedding Bands |
| One time/ perpetual license | Pay-as-you-go | Fine Jewelry |
| Other | Pay-as-you-go | Birthday Subscriber Credit |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Brilliant Earth product offering
Product offeringCore offering
Brilliant Earth designs, customizes, and sells ethically sourced fine jewelry, with engagement rings, wedding bands, natural and lab-grown diamonds, gemstones, and signature collections as its core offerings. The company operates a digitally native omnichannel model that combines direct-to-consumer e-commerce with 42 physical showrooms across the United States and virtual appointment consultations, serving customers in over 150 countries through a Global-E-powered international storefront.
Product overview
Brilliant Earth is a digitally native omnichannel jewelry retailer offering ethically sourced fine jewelry and engagement rings. The core offering centers on engagement rings (including Design Your Own customization) and wedding rings, complemented by natural diamonds, lab-grown diamonds (including Carbon Capture and Renewable Energy variants), gemstones (sapphire, emerald, moissanite, aquamarine, morganite), and general fine jewelry. The company operates a hybrid model combining e-commerce with physical retail through 42 U.S. showrooms, offering virtual try-on technology for online shoppers. Signature collections include the Jane Goodall Collection, Tacori Collection, 20th Anniversary Collection, and branded collaborations. Services include virtual appointment consultations and personalized jewelry design experiences.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Named #1 Most Sustainable Jewelry Brand in 2025 AIDI Sustainable Jewelry Rankings
- +3 more outcomes
Companies that use Brilliant Earth
Customer profileSegments4 records
Ideal customer profiles4 records
Brilliant Earth technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability2 records
Feature3 records
Brilliant Earth partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship, core and minor.
- Jane Goodall Legacy FoundationflagshipBrilliant Earth launched a second jewelry collection with Dr. Jane Goodall, with a portion of proceeds benefiting the Jane Goodall Legacy Fund supporting conservation initiatives. The partnership honors Dr. Goodall's legacy following her passing in 2025.
- Madison KeysflagshipTennis champion Madison Keys joined Brilliant Earth as the company's first athlete brand ambassador to promote kindness and craftsmanship in jewelry. Keys appeared ahead of the U.S. Open in a campaign highlighting the brand's values.
- Global-EcorePartnership with Global-E enabled Brilliant Earth to expand international e-commerce operations and serve customers in more than 150 countries through localized shopping experiences, currency conversion, and international shipping capabilities.
- Ring PopminorBrilliant Earth partnered with Ring Pop to create a capsule jewelry collection, combining the playful brand with Brilliant Earth's ethical jewelry positioning.
- Jane Goodall InstituteflagshipOriginal partnership launching The Jane Goodall Collection with the 'Rethink Everything You Know About Diamonds' campaign, emphasizing ethical sourcing and sustainability. Donations support the Jane Goodall Institute's conservation efforts.
Scale indicators21 records
Recent moves7 records
Expansion highlights6 records
Brilliant Earth competitors and assessment
Company assessmentBroad incumbents
- Tiffany & Co. Iconic luxury jewelry brand owned by LVMH, offering engagement, bridal, and fine jewelry globally through extensive retail. Sets the high end of the category and competes for the same bridal and self-purchase luxury occasions as Brilliant Earth.
- Kay Jewelers: Largest U.S. specialty jewelry chain under Signet, with broad bridal and fashion jewelry assortment across 1,000+ mall stores. Overlaps with Brilliant Earth's bridal customer base and increasingly competes in lab-grown offerings.
- Pandora: Global jewelry powerhouse with broad charm and fashion jewelry assortment sold through massive retail and digital footprint. Overlaps with Brilliant Earth's fine jewelry and self-purchase categories at more accessible price points.
- Signet Jewelers (Kay, Zales): Largest specialty jewelry retailer in North America operating mall-based banners Kay Jewelers, Zales, and Jared, plus online brands Blue Nile and James Allen. Competes with Brilliant Earth across price points and channels.
Direct peers
- VRAI: Direct-to-consumer lab-grown diamond jewelry brand operated by Diamond Foundry, focused on sustainable/ethical positioning with vertically integrated supply. Competes head-to-head with Brilliant Earth in lab-grown engagement rings and ethical fine jewelry.
- Blue Nile: Online-first diamond and fine jewelry retailer offering engagement rings, wedding bands, and customization; now owned by Signet Jewelers. Most directly comparable omnichannel D2C diamond jeweler to Brilliant Earth with overlapping bridal focus and digital-first model.
- James Allen: Online diamond and engagement ring retailer with 360° diamond viewing technology, owned by Signet Jewelers. Closely mirrors Brilliant Earth's e-commerce-led bridal model with strong customization and visualization features.
Emerging players
- Mejuri: D2C fine jewelry brand targeting women buying for themselves with accessible price points and ethical positioning. Overlaps with Brilliant Earth's growing fine jewelry category and self-purchase consumer segment.
- Grown Brilliance: D2C lab-grown diamond engagement ring and fine jewelry retailer with direct ethical/value proposition. Closely competes in lab-grown bridal, the same high-growth category where Brilliant Earth is investing.
- Charles & Colvard: Direct-to-consumer moissanite and lab-grown diamond jewelry retailer with ethical positioning. Comparable to Brilliant Earth on lab-grown/alternative gemstone jewelry targeting sustainability-conscious consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Brilliant Earth social profiles
Digital presenceBrilliant Earth compliance and trust
Trust signalCompliance1 record
Brilliant Earth financial estimates
Financial estimateRevenue estimate
Valuation estimate
Brilliant Earth leadership team
Management profileNumber of profiles
Profiles5 records
Brilliant Earth funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Brilliant Earth M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Brilliant Earth
What does Brilliant Earth do?
Brilliant Earth designs, customizes, and sells ethically sourced fine jewelry, with engagement rings, wedding bands, natural and lab-grown diamonds, gemstones, and signature collections as its core offerings. The company operates a digitally native omnichannel model that combines direct-to-consumer e-commerce with 42 physical showrooms across the United States and virtual appointment consultations, serving customers in over 150 countries through a Global-E-powered international storefront.
Is Brilliant Earth a public or private company?
Brilliant Earth is a public company. It is classified as public and is currently operating.
When was Brilliant Earth founded?
Brilliant Earth was founded in 2005. It employs 501 to 1,000 people.
Where is Brilliant Earth based?
Brilliant Earth is headquartered in San Francisco, United States, in the North America region.
How does Brilliant Earth make money?
One revenue line is on record: jewelry Sales.
Who are Brilliant Earth's main competitors?
Broad incumbents on record are Tiffany & Co., Kay Jewelers, Pandora and Signet Jewelers (Kay, Zales). Direct peers are VRAI, Blue Nile and James Allen. Emerging players are Mejuri, Grown Brilliance and Charles & Colvard.
Does Brilliant Earth have an API?
No public API is recorded for Brilliant Earth.
What industry is Brilliant Earth in?
Brilliant Earth's product category is Fine Jewelry. Its primary akta.pro industry code is CRAFAEAH, Jewelry, Watches & Luxury Omnichannel, with a secondary code of CRAKAGAA, Fine Jewelry Retail (Precious Metals & Gemstones). Its NAICS code is 458310 and its SIC code is 5944.