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New York, NY--Direct-to-consumer jewelry brand Brilliant Earth has opened its first street-level showroom in New York City, according to a news release. The new showroom is located at 255 Elizabeth Street in Manhattan’s Nolita neighborhood, the fourth in the New York metropolitan. The brand now operates 40 locations nationwide.

[Image via Brilliant Earth]

The showroom includes a try-on bar and a dedicated space for private bridal and fine jewelry appointments, similar to its other recently opened locations, the release stated.

In addition to the Nolita showroom, the company recently opened showrooms in Boston’s Seaport and Chestnut Hill areas, following the 2023 launch of luxury mall showrooms at Roosevelt Field in New York, King of Prussia in Pennsylvania, and Roseville Galleria in California.

Brilliant Earth’s co-founder and CEO Beth Gerstein stated that the Nolita showroom represents a step forward for the brand, especially during the holiday season. “We are committed to serving our customers where they live and shop,” Gerstein said, per the news release. She highlighted the importance of making their personalized shopping experience more accessible.

In September, the company began offering localized shopping in over 150 countries and launched a campaign with conservationist Dr. Jane Goodall titled “Rethink Everything You Know About Diamonds.” The initiative includes a limited-edition Jane Goodall Collection featuring diamonds produced in clean energy facilities and crafted with recycled gold.

Learn more in this news release.