Editor’s Note
In a Q&A with National Jeweler, Brilliant Earth CEO Beth Gerstein discusses the opening of the company’s new Beverly Hills showroom, the evolving expectations of fine jewelry shoppers, and the concept behind “Date Night.”
Beth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
In a Q&A with National Jeweler, Brilliant Earth CEO Beth Gerstein discussed the jewelry retailer’s new showroom in Beverly Hills, California, seen here.
Brilliant Earth has opened what it is calling “The Showroom of the Future” in Beverly Hills, California, as it looks to revamp the fine jewelry shopping experience.
The space features natural materials and sculptural details inspired by its jewelry, seen throughout its private consultation rooms and VIP salon.
In an interview with National Jeweler, Brilliant Earth CEO Beth Gerstein spoke about the new showroom and how the jewelry retailer is approaching fine jewelry shopping.
Part of that is having distinctive spaces for bridal and fine jewelry.
As you know, we’ve been growing our fine jewelry collections and leaning into design there and so, we’re able to showcase those jewelry collections in a much broader way.
Brilliant Earth’s new showroom in Beverly Hills, California, is designed to bring joy to the sometimes intimidating fine jewelry shopping experience, said Gerstein.
Yeah, there’s a huge difference in the experience of shopping for an engagement ring and coming in for non-bridal fine jewelry.
The new showroom offers private consultation rooms for jewelry shoppers.
Fine jewelry customers today are looking for beauty and inspiration. They are looking for well-designed pieces that resonate with them that they can wear every day, not just for special occasions.
Absolutely, and we have a personalization bar we’ve created where you can see different birds, these different zodiac symbols, and different ways you can engrave and personalize our jewelry collections, which I think resonates a lot with our audience.
The art wall seen here features elements from Brilliant Earth’s fine jewelry, like flowers and the banana leaves seen in its Jane Goodall jewelry collection. The circular showcase set up mirrors an eternity ring.
I think the brand’s North Star, “delight in the details,” really informs the entire design, so everything from the art wall we created, which draws on our natural elements that run through our jewelry collection. You can see all of the branches and banana leaves from
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is the senior editor, news at National Jeweler, covering the retail beat and the business side of jewelry.
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Editors
Q&A: Brilliant Earth’s CEO on the New Beverly Hills Store
Editors
Mar 04, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills Store
Lenore Fedow
[email protected]
The new location centers around guided experiences and consultations, with a focus on design.
This interview has been edited for length and clarity.
Lenore Fedow:
Beth Gerstein:
We’re calling this our flagship, and we’re incredibly proud of how it turned out. It’s the culmination of 20 years.
I founded this company 20 years ago with Eric [Grossberg], and over time, we’ve understood and just continued to test and iterate. This concept, to me, feels like the culmination, and just the physical realization of our brand.
Every detail [of the new store] was approached with intention.
Our brand’s North Star is “delight in the details,” and every detail that we brought to life was incredibly well thought through.
We were also very intentional about separating the bridal experience. I think we’ve been bridal experts for many years and really understand how couples are shopping for engagement rings, but we wanted to give each shopping experience its own space and energy.
That’s something we couldn’t accommodate previously, but is [now] just based on the scale of the space that we have available in Beverly Hills.
Brilliant Earth CEO Beth Gerstein
LF:
When we’re talking specifically about your customers who are shopping for engagement rings, what do you think is the most important thing to them?
BG:
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