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Why Brilliant Earth Has Been Expanding Its Retail Footprint November 29, 2022 (0 comments)

Brilliant Earth new store

San Francisco, CA--Brilliant Earth's retail footprint has expanded significantly in 2022. The DTC brand opened ten stores in 2022 and will have 25 stores by the year's end.

[Image vis Brilliant Earth]

An essential reason behind this move was being in tune with buyers' intentions. Jewelry sales hit the $47 billion mark in 2021. However, per a report, online sales only constituted a little more than 18% of that figure.

"Showroom and showroom expansion strategy has been and will continue to be a major catalyst for building our brand," said Kathryn Money, svp of merchandising and retail expansion at Brilliant Earth, in another report. "Each of our new showroom openings really let us bring more consumers to the brand and also deepen our relationships with both those new consumers as well as existing and returning customers."

An expanding retail footprint of the brand, founded in 2005, means that it can offer personalized services to its customers, including consultations and appointments. 

"It really does provide customers that opportunity to connect with the brand," Money explained in the report. "It's a really consultative process and we're able to really tailor the experience to their individual needs and preferences when they're coming into a showroom."

More stores popping up towards the end of the year is key to the store's expansion strategy, which sees more customers engaged during the holiday season. Valentine's Day, too, is around the corner.

Learn more about Brilliant Earth's expansion move in the entire report.

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