Brilliant Earth CEO Details Showroom of the Future Beverly Hills Store

Brilliant Earth unveiled "The Showroom of the Future" in Beverly Hills in late January, issuing a company press release dated Jan. 29, 2026 and drawing on an on-site opening-day visit reported Jan. 28. JCK identified the location as Brilliant Earth’s 42nd showroom and described the space as a nearly 3,500-square-foot flagship intended to signal a new direction for the San Francisco-based omnichannel retailer.

Company leaders framed the Beverly Hills space as the next chapter in the brand’s retail strategy. Beth Gerstein, Co-Founder and CEO, said in the press release, "For us, this moment is about deepening how people experience fine jewelry." Gerstein added that "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."

The showroom’s design and experience are built around hospitality and private consultations rather than traditional glass cases. The Los Angeles Times described the layout as organized around private, curated consultations with "soft lights and clean lines," and Gerstein said, "We wanted couples to feel immediately welcomed and inspired." Gerstein further told the LA Times, "Engagement ring shopping is one of life’s most meaningful moments, and we designed this space to honor that. It’s personal, inspiring, and allows couples to focus on each other and what they’re celebrating."

Visitors encounter branded programming and a dedicated Personalization Station. The press release describes the station as "a dedicated Personalization Station, where clients can create personalized charms, pendants, and medallions that reflect their individual style and evolve alongside their personal milestones." Photos of the space were provided courtesy of Brilliant Earth and were used in JCK’s on-the-ground coverage.

The Beverly Hills flagship is pitched as the culmination of years of learning from varied showroom formats. Pam Catlett, Chief Brand Officer, noted the company’s footprint in New York with an upper floor Flatiron location, a street-facing NoLIta store, and an indoor mall site at Roosevelt Field, saying, "If you look around the country, we have a showroom in every major market in the United States." In the press release Catlett said, "This showroom reflects how we envision the future of physical retail, fewer, more intentional spaces that invite customers in through service, relevance, and emotional connection" and called it "a model designed to build long-term relationships and sustainable growth."

Coverage around the launch included an edited Q&A in National Jeweler with Gerstein about the store’s vibe and "Date Night," and JCK’s podcast Episode 165, hosted by Victoria Gomelsky and Rob Bates, discussed what 2026 bridal customers seek and the shifting role of sustainability in purchase decisions. The company also presented itself in the press release as "a leader in ethically sourced fine jewelry" and lists its Nasdaq ticker as BRLT.

Public materials and the coverage outline the concept and key features but stop short of operational specifics. The press release and reporting do not provide an exact street address, store hours, pricing for items made at the Personalization Station, or interior designer credits. As Pam Catlett put it, the showroom is meant to prove "that doing business with purpose and care can drive both meaningful impact and strong performance," a claim the company will need to demonstrate as the concept rolls out beyond Beverly Hills.