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Beverly Hills, CA--Brilliant Earth Group, Inc. has unveiled a new retail strategy with the opening of its "Showroom of the Future" flagship in Beverly Hills. Launched on Jan. 29, 2026, the location serves as a relocation of the company’s West Hollywood showroom and introduces a new operational model focused on "experience-led" destination retail rather than traditional brick-and-mortar expansion.

According to a news release by the company, the showroom is designed with distinct zones intended to guide customer interaction. Key features include a "Date Night" experience, where couples book guided appointments for engagement ring consultations accompanied by curated beverages and bites. The space also houses a dedicated "Personalization Station" for clients to design custom charms, pendants, and medallions.

Architecturally, the flagship utilizes natural materials such as travertine stone, custom brass inlays, and plaster. The layout includes private consultation rooms, a VIP salon for high-touch appointments, and a lounge area.

“For us, this moment is about deepening how people experience fine jewelry,” said Beth Gerstein, Co-Founder and CEO of Brilliant Earth, as per the release. “The Showroom of the Future brings together artistry, personalization, and human connection in a way that helps customers feel confident, supported, and genuinely celebrated, reflecting how we believe modern luxury should feel today.”

According to the company, this flagship will serve as a scalable blueprint for future retail growth, prioritizing high-productivity destination showrooms that support its digital platform.

Read the news release here.

[Images by Brilliant Earth, LLC via GlobeNewswire]