Brilliant Earth opens first NYC street-level location

Brilliant Earth operates 39 showrooms across the United States.

An omnichannel jewelry brand is expanding its retail footprint in New York City.

Brilliant Earth Group has opened its newest showroom in New York City — and its first street-level one in the city. Located on Elizabeth Street in Manhattan’s upscale Nolita neighborhood, the new outpost is the digitally-native company’s fourth location in the New York metro area.

The new Brilliant Earth includes a jewelry try-on bar, offering customers a hands-on holiday shopping experience. It also features dedicated private spaces for the company’s signature one-on-one bridal and fine jewelry appointments.

Last September, Brilliant Earth opened its first-ever mall locations, at indoor shopping centers Roosevelt Field in Garden City, N.Y. and King of Prussia in King of Prussia, Pa.

“We are committed to serving our customers where they live and shop, ensuring that our personalized and joyful shopping experience is always within reach,” said Beth Gerstein, co-founder and CEO of Brilliant Earth. “Opening our doors in this vibrant Nolita neighborhood, particularly during the holiday season, is an exciting step forward for us, and we look forward to serving this dynamic community.”