Brilliance
Brilliance is a US-based, direct-to-consumer e-commerce retailer of GIA/IGI-certified diamond jewelry — engagement rings, wedding bands, loose diamonds, and fine jewelry — selling 1.3M+ certified diamonds and 1,000+ settings online with no physical showrooms since 1985.
- Company typePrivate
- Founded1985
- HeadquartersBoynton Beach, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Brilliance does
Brilliance LLC is a privately held, US-based direct-to-consumer e-commerce retailer of fine diamond jewelry founded in 1985. The company operates exclusively online through brilliance.com with no physical retail showrooms, selling engagement rings, wedding rings, loose diamonds (both lab-grown and natural), and a growing line of diamond jewelry including earrings, necklaces, bracelets, and pendants. Its catalog comprises 1.3 million+ GIA- or IGI-certified diamonds and 1,000+ ring settings, with every piece made to order in an in-house U.S. workshop. Customers can build rings either by selecting a setting first or a diamond first, use a self-serve custom design tool with 3D render previews, and complete purchases through standard checkout or third-party BNPL providers Affirm and Splitit.
The business model is a one-time-sale DTC model with no recurring subscription component and no disclosed wholesale or B2B channel beyond incidental trade customers. Pricing spans entry-level solitaires at approximately $650 to premium diamond jewelry above $3,000, with lab-grown diamonds offered at up to 80% below natural diamond retail pricing. Marketing is executed through organic SEO, content marketing on diamond education, customer testimonials, Trustpilot/social proof, and promotional campaigns. The company cites 70,000+ successful proposals facilitated, 4.9/5 Trustpilot rating from 6,000+ reviews, and 40+ years of operating history as its primary credibility assets.
Technology is conventional e-commerce: there is no disclosed proprietary AI/ML capability, no mobile app, no API, and no public-facing software platform. Differentiators are operational (U.S. manufacturing, certification discipline, no retail overhead) rather than technological. Geographic scope is the United States only, with financing restricted to US residents. The company is bootstrapped (no funding rounds disclosed), privately held, and operates without a disclosed parent company, subsidiaries, or institutional ownership.
Brilliance firmographics
Firmographics- Name
- Brilliance
- Legal name
- Brilliance LLC
- Website
- https://brilliance.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Brilliance is a US-based, direct-to-consumer e-commerce retailer of GIA/IGI-certified diamond jewelry — engagement rings, wedding bands, loose diamonds, and fine jewelry — selling 1.3M+ certified diamonds and 1,000+ settings online with no physical showrooms since 1985.
- Ownership category
- akta.pro rank
Brilliance industry classification
Industry- Product category
- Online Diamond Jewelry Retail
- NAICS
- Jewelry Retailers (458310), Jewelry Retailers (45831)
- SIC
- Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911)
- akta.pro primary industry
- Bridal & Engagement Jewelry Retail (CRAKAGAC)
- akta.pro secondary industries
- Diamond Jewelry (CRAKAAAA), Engagement Rings (CRAKACAA), Synthetic/Lab-Grown Diamonds & Gemstones (Manufacturing & Trading) (CRAKAJAM)
Keywords
Where Brilliance is headquartered
LocationHeadquarters
- HQ city
- Boynton Beach
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Brilliance business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Diamond and Jewelry Retail: One-time product sales of engagement rings, wedding rings, loose diamonds (lab-grown and natural), and fine diamond jewelry including earrings, necklaces, and bracelets. All products are sold at direct-from-manufacturer prices with no retail markup. The company offers over 1.3 million certified diamonds and 1,000+ ring settings.
- Financing Services: Third-party financing through Affirm allowing customers to pay over time in fixed monthly installments. Interest rates range from 0-36% APR based on creditworthiness.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Engagement Rings - Classic Solitaire |
| Unit Pricing | Pay-as-you-go | Engagement Rings - Premium Settings |
| Unit Pricing | Pay-as-you-go | Lab Grown Diamonds |
| Unit Pricing | Pay-as-you-go | Wedding Rings - Women's Bands |
| Unit Pricing | Pay-as-you-go | Diamond Jewelry - Earrings |
| Unit Pricing | Pay-as-you-go | Diamond Jewelry - Necklaces |
| Unit Pricing | Pay-as-you-go | Diamond Jewelry - Bracelets |
| Transaction based/ take rate | Monthly | Financing through Affirm |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
Brilliance product offering
Product offeringCore offering
Brilliance manufactures and sells diamond engagement rings, wedding rings, loose diamonds (lab-grown and natural), and fine diamond jewelry directly to consumers through its owned e-commerce website, with all rings made to order in an in-house U.S. workshop and supported by custom design services, GIA/IGI certification, and Affirm-based financing. The company offers over 1.3 million certified diamonds and 1,000+ ring settings, eliminating retail showroom overhead, sales commissions, and retail markups to deliver direct-to-consumer pricing.
Product overview
Brilliance is an online diamond jewelry retailer offering a comprehensive portfolio of fine jewelry products centered around diamonds. The core offering comprises Engagement Rings (with 1,000+ settings), Loose Diamonds (1.3M+ certified options including both lab-grown and natural diamonds), Wedding Rings (1,000+ bands), and Diamond Jewelry (earrings, necklaces, bracelets, pendants). Customers can build rings by choosing either diamond first or setting first, then pairing their selection. Additional services include Custom Ring Design for bespoke creations and Diamond Financing through Affirm. The company differentiates through direct-to-consumer pricing, eliminating retail markups and middlemen. All diamonds are GIA or IGI certified, and the company offers a Lifetime Warranty, 30-day returns, and free resizing.
Differentiator
Problem solved
Functional benefit
Products and services
- Engagement Rings Made-to-order diamond engagement rings available in 1,000+ settings (Solitaire, Halo, Pave, and others) in white gold, yellow gold, and platinum, paired with lab-grown or natural certified diamonds and built via online customization.
- Loose Diamonds 1.3 million+ certified loose diamonds spanning lab-grown and natural origins, in shapes including Round, Oval, Radiant, Emerald, Princess, Cushion, Heart, Pear, Marquise, and Asscher, with independent GIA or IGI grading.
- Lab Grown Diamonds 800,000+ lab-grown certified diamonds with identical physical properties to natural diamonds, priced up to 80% below natural diamond retail and graded to the same GIA/IGI standards; inherently conflict-free by production method.
- Wedding Rings Women's and men's wedding bands in 1,000+ styles (diamond bands, eternity bands, comfort-fit bands, gemstone bands, and bridal sets) in white gold, yellow gold, and platinum.
- Diamond Jewelry Fine diamond jewelry including earrings, necklaces, bracelets, and pendants, featuring lab-grown diamonds across the Classic Collection, Gift Ideas, and Fancy Color Collection in white gold, yellow gold, and platinum settings.
- Custom Ring Design Bespoke ring design service for engagement rings, wedding bands, and jewelry, with 3D render preview before production and an approximately 4–6 week custom order timeline.
- Diamond Financing Affirm-powered installment payment plan allowing customers to pay for diamond jewelry over time in fixed monthly installments, at 0–36% APR based on creditworthiness and available to U.S. residents 18 or older.
Quantifiable outcome
- Up to 80% savings on lab-grown diamonds compared to natural diamond retail pricing
- +3 more outcomes
Companies that use Brilliance
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Brilliance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature1 record
Brilliance partnerships and signals
Strategic signalScale indicators8 records
Recent moves6 records
Expansion highlights5 records
Brilliance competitors and assessment
Company assessmentDirect peers
- Brilliant Earth: Public DTC jeweler focused on ethically sourced and lab-grown diamonds, engagement rings, and fine jewelry. Closest analog to Brilliance on lab-grown positioning, U.S. customer base, and digitally-led showroom-light model; competes head-to-head on millennial and Gen Z engagement ring shoppers.
- James Allen: Online diamond retailer (owned by Signet Jewelers) with a strong 360° diamond video viewing experience and broad engagement ring catalog. Competes with Brilliance on the same U.S. engagement ring shopper via comparable selection depth and configurator-led purchase.
- Blue Nile: Online diamond and fine jewelry retailer (now owned by Signet Jewelers) offering loose diamonds, engagement rings, and wedding bands. Closely aligned DTC model with similar configurator-driven purchase flow and direct-from-supplier pricing; the most direct head-to-head competitor for Brilliance in U.S. engagement ring searches.
- Ritani: Online diamond and engagement ring marketplace that pairs online configurators with a network of local jewelers for in-person preview. Competes with Brilliance on selection breadth while offering a hybrid online-to-physical experience that addresses Brilliance's showroom-less gap.
- With Clarity: Online diamond and fine jewelry retailer offering engagement rings, wedding bands, and loose diamonds with home try-on for rings. Comparable DTC selection and price positioning, with a distinctive try-before-you-buy mechanic that contrasts with Brilliance's pure configurator model.
- Clean Origin: Pure-play online lab-grown diamond retailer offering engagement rings, wedding bands, and fine jewelry. Directly competes with Brilliance's lab-grown assortment on price, certification, and configurator experience, with a similar DTC-only distribution model.
- VRAI: Vertically integrated lab-grown diamond brand (owned by Diamond Foundry) selling engagement rings, fine jewelry, and loose diamonds DTC. Overlaps directly with Brilliance's lab-grown inventory advantage and direct-from-producer pricing story, with a stronger sustainability brand.
Emerging players
- Diamond Foundry: Vertically integrated lab-grown diamond producer that also sells finished jewelry DTC through VRAI. Overlaps with Brilliance as both a diamond source and a finished-goods competitor; introduces vertical pressure if Brilliance sources from independent producers that Diamond Foundry may eventually bypass.
Broad incumbents
- Kay Jewelers / Zales: Signet-owned traditional U.S. jewelry retail chains with extensive mall and freestanding showroom footprints and growing online channels. While their model is retail-led rather than DTC-only, they compete with Brilliance on financed engagement ring purchases and capture budget-conscious buyers who prefer in-person service.
- Tiffany & Co. Iconic luxury jeweler (owned by LVMH) with flagship retail stores and growing DTC e-commerce. Competes with Brilliance at the upper end of the engagement ring market where brand prestige and in-store experience dominate buyer decision-making.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Brilliance social profiles
Digital presenceBrilliance compliance and trust
Trust signalCompliance3 records
Brilliance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Brilliance leadership team
Management profileNumber of profiles
Brilliance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Brilliance 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 Brilliance
What does Brilliance do?
Brilliance manufactures and sells diamond engagement rings, wedding rings, loose diamonds (lab-grown and natural), and fine diamond jewelry directly to consumers through its owned e-commerce website, with all rings made to order in an in-house U.S. workshop and supported by custom design services, GIA/IGI certification, and Affirm-based financing. The company offers over 1.3 million certified diamonds and 1,000+ ring settings, eliminating retail showroom overhead, sales commissions, and retail markups to deliver direct-to-consumer pricing.
Is Brilliance a public or private company?
Brilliance is a private company. It is classified as unknown and is currently operating.
When was Brilliance founded?
Brilliance was founded in 1985. It employs 11 to 50 people.
Where is Brilliance based?
Brilliance is headquartered in Boynton Beach, United States, in the North America region.
How does Brilliance make money?
Two revenue lines are on record. Diamond and Jewelry Retail is the primary driver. The others are financing Services.
Who are Brilliance's main competitors?
Direct peers on record are Brilliant Earth, James Allen, Blue Nile, Ritani, With Clarity, Clean Origin and VRAI. Diamond Foundry is listed as an emerging player. Broad incumbents are Kay Jewelers / Zales and Tiffany & Co..
Does Brilliance have an API?
No public API is recorded for Brilliance.
What industry is Brilliance in?
Brilliance's product category is Online Diamond Jewelry Retail. Its primary akta.pro industry code is CRAKAGAC, Bridal & Engagement Jewelry Retail, with a secondary code of CRAKAAAA, Diamond Jewelry. Its NAICS code is 458310 and its SIC code is 5944.