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Charlotte, NC--Brilliant Earth, which began as an online retailer, now owns around 30 brick-and-mortar outlets. Its latest is a new store in South End — the first in North Carolina.

[Image via Brilliant Earth]

The ethically-sourced and lab-grown diamond company's decision fits the bigger picture, according to a report. Diamond prices rose because of increasing demand. The new outlet fits the brand's expansion plans, with lab-grown diamonds making 10% of the engagement ring sales in 2022.

"Lab-grown diamonds are chemically identical to their natural alternatives," Brilliant Earth says, per the report. This means it'd be hard to tell the difference between the two if you kept them side-by-side.

The new outlet will open on February 3 at 100 W. Worthington Ave. The store recommends appointments for customers who want consultations. The company plans to expand further this year, with Tampa, Florida being its next destination. 

Read more in the news report.