Brilliant Earth sales rise 6% as fine jewelry and Valentine’s demand surge
Fine-jewelry bookings jumped 33% and nearly 40% more first-time buyers spent $500 or more, even as Brilliant Earth opened in Beverly Hills.
Brilliant Earth’s clearest signal was not just a 6% rise in first-quarter net sales to $99.5 million. It was the shift in what customers were buying: fine-jewelry bookings jumped 33%, and nearly 40% more new fine-jewelry customers made a first purchase of $500 or more.
That is the part luxury shoppers should notice. Brilliant Earth, long associated with bridal, is seeing demand broaden into pieces that sit above impulse gifting and into higher-consideration buys that carry more emotional weight. The company’s average order value rose 3.3% to $2,131, total orders increased 2.5% to 46,692, and average selling price climbed across the assortment, all signs that buyers were moving up in price as well as volume.
Valentine’s Day helped, with record bookings during the holiday period, but the momentum looks bigger than one seasonal spike. Fine jewelry has become a more important part of Brilliant Earth’s mix, and the company’s premium positioning appears to be working. Chief executive Beth Gerstein said the brand’s new design collections and evolving retail strategy were resonating with customers, a claim backed by the stronger demand at the higher end of the assortment.
The most visible proof came in Beverly Hills, where Brilliant Earth opened its first flagship showroom during the quarter. The location saw strong early retail orders and foot traffic, a notable test in a market where presentation matters as much as product. Brilliant Earth ended the quarter with 42 showrooms, signaling that the brand is still investing in physical retail even as many digital-first jewelers remain cautious.
The quarter was not cleanly profitable. Gross margin fell to 54.3% from 58.6% a year earlier, GAAP net loss was $8.5 million, and adjusted EBITDA was negative $4.7 million. Even so, Brilliant Earth finished with about $59 million in cash and no debt, giving it room to keep building.
Management reiterated full-year 2026 guidance for mid-single-digit net sales growth and positive adjusted EBITDA, with profitability expected to be weighted toward the fourth quarter. For luxury gifting, the takeaway is clear: the strongest demand right now is concentrating in fine jewelry that feels personal, milestone-worthy and comfortably above entry-level price points.
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