Brilliant Earth is opening two more showrooms this summer: one in Seattle, which will open in the next few months, and the other in Austin, Texas, which will open in late August.
Those two locations will bring Brilliant Earth’s showroom fleet to 11.
Brilliant Earth’s Seattle showroom will be located on the ground floor of the city’s University Village shopping center. It will be the chain’s first ground floor location in a premium outdoor shopping center, though its showrooms in Atlanta and Washington, D.C., are also located on the ground floor. The rest are located in upstairs spaces.
The 1,400-square-foot showroom includes a glass storefront with a large retail area; a welcome lounge for customers waiting for appointments; an area for service appointments and “unboxings”; and private showrooms for personalized one-on-one consultations.
It includes “chairs in a shade evocative of the brand’s iconic green,” and “white marble display cases, champagne metal trim, porcelain tile, and light wood finishes,” according to a statement from the company.
“The Seattle showroom places a large emphasis on bringing the brand to life,” said Beth Gerstein, Brilliant Earth’s cofounder and CEO, in the same statement, adding that it creates an “enjoyable low-pressure environment.”
This is the first showroom the company has opened since it opened one in Atlanta in August 2020.
Brilliant Earth’s showroom expansion is part of a larger trend of digital-native brands opening up brick-and-mortar locations. Blue Nile just opened two showrooms in California, and plans to open two more.
(All photos courtesy of Brilliant Earth)