Brilliant Earth Unveils Traceable Collection at New Stores

RAPAPORT... California-based retailer Brilliant Earth has expanded its US brick-and-mortar reach with two showrooms in the midwest, which will carry its latest collection of traceable jewelry. The opening of the locations in Detroit, Michigan, and St. Louis, Missouri, comes as the jeweler debuts its Truly Brilliant line. The new collection includes both natural and lab-grown diamonds - the former being trackable from mine to market, and the latter created with renewable energy or carbon-offsetting practices, the company said Monday. "Our Truly Brilliant collection was expertly curated to reflect the best of the best within our diamond assortment, exemplifying how we continue to push the industry forward," said Kathryn Money, senior vice president of merchandising and retail expansion. Brilliant Earth, which began as an online jewelry platform, now has 22 showrooms. The company sees them as complementing its digital channels to offer customers a seamless transition between online and in-person shopping. Headquartered in San Francisco, the jeweler became a publicly listed company on the Nasdaq exchange in September 2021. Image: A cushion-cut diamond from the Truly Brilliant Collection. (Brilliant Earth)