Brilliant Earth's CEO Beth Gerstein on Beverly Hills showroom of the future

Brilliant Earth unveiled a reimagined flagship showroom in Beverly Hills in late January 2026, a nearly 3,500-square-foot space that company leaders describe as a statement of the brand’s next retail chapter. JCK reported the space “opened its doors on Jan. 28,” Glossy reported the flagship “opened in Beverly Hills on January 29,” and National Jeweler summarized the opening as occurring in “late January 2026,” reflecting a one-day discrepancy across coverage.

The showroom departs from the glass-case, high-pressure model and is organized around private, curated consultations with soft lights and clean lines, a design described in Los Angeles coverage as intentionally encouraging couples to linger. Beth Gerstein, Brilliant Earth cofounder and CEO, said, “We wanted couples to feel immediately welcomed and inspired. 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.”

Brilliant Earth’s expansion signals a shift from its 2005 origins as a pure digital player to an omnichannel retailer now operating 42 showrooms nationwide. Pamela Catlett, chief brand officer, told JCK that the company has a showroom “in every major market in the United States,” citing an upper-floor Flatiron location, a street-facing NoLIta store, and an indoor mall presence at Roosevelt Field as examples of the formats the brand has tested. Catlett framed the Beverly Hills site as a relocation from the West Hollywood store opened more than a decade ago, noting that the new space “reflects, really, our biggest, boldest concept yet in terms of making a statement around both the balance between bridal first as well as fine jewelry.”

The Beverly Hills flagship is open to walk-in customers and sits “in one of the busiest shopping neighborhoods in the country,” Glossy reported, a deliberate pivot from many of the brand’s earlier out-of-the-way, appointment-only showrooms. Catlett acknowledged that older locations were often discreet: “You wouldn’t even know many of them were there.” The new approach emphasizes higher foot traffic and more visible street-facing retail alongside mall formats.

Date Night programming at the flagship responds directly to changing shopper behavior: data cited by Danny Parisi and Glossy from Diamonds Factory found that in 2025 the proportion of couples who shopped for engagement rings together “crossed 50%.” Date Nights include a personalized walkthrough of jewelry options, the opportunity to design a ring, and added features such as food, drinks, music and time alone in the store, a concept Catlett described as “a curated experience to really make the whole experience special.”

Pamela Catlett has positioned the Beverly Hills showroom as a model for luxury retail’s future, calling it “a blueprint for the future of luxury jewelry retail” and “a fully realized physical expression of our brand” on LinkedIn. Gerstein has described the flagship as “the culmination of everything we’ve learned,” a phrase that ties the new showroom’s scale, programming and visitor experience to the company’s decade-plus evolution in physical retail.