The company expects Brilliant Earth’s luxury showrooms in shopping centers to be designed to increase brand awareness and expand omnichannel service opportunities. Customers can purchase individual pieces throughout the day in the new showrooms of consumer-focused jewelry brands and schedule individual appointments. The new showrooms feature dedicated meeting areas and customer waiting rooms.
“We are thrilled to open three new showrooms in premier mall locations nationwide,” Kathryn Money, senior vice president of merchandising and retail expansion, said in a statement.
“Expanding on the success of our existing showrooms, we are strategically moving into spaces with higher foot traffic and larger consumer footprints. These new locations will allow us to showcase the brand to more customers while continuing to meet their expectations for a seamless experience across digital and physical platforms.”
Brilliant Earth’s latest news is related to the company’s sales growth. Second-quarter results released by the company in August showed a 1.3% increase in net sales over the previous year to $110.2 million. Net income decreased 67.1% to $1.2 million. Brilliant Earth opened four new salons during the quarter, and the average order value decreased by 16.4% to $2,571.
These mid-year results differ from the first quarter results reported in May, when the net loss was $440,000 and net sales were down 2.3% from a year ago to $97.7 million.
