Brilliant Earth Group (BRLT) investor relations material

Brand evolution and positioning

• Established as a pioneer in natural diamonds, evolving to emphasize artistry, craftsmanship, and customer experience.

• Focuses on being compelling and resonant for a broad audience, not just value-driven consumers.

• Investments in brand awareness and cultural relevance have led to increased recognition for design and experience.

• Aspires to be the most loved and trusted jewelry brand globally, with ongoing opportunities for growth.

• Looks to redefine the category by drawing inspiration from innovative brands outside jewelry.

Product strategy and innovation

• Bridal remains a core category, serving as an entry point for lifelong customer relationships.

• Fine jewelry is a major growth area, now 17% of mix, with 33% growth last quarter and significant headroom in a $300B market.

• Proprietary collections like Sol and Pacific Green are emphasized, with Sol growing 90% since launch.

• Innovation is balanced with focus, building franchises in both bridal and fine jewelry.

• Digital tools like Design Your Own and virtual try-on enhance personalization and engagement.

Omnichannel and retail expansion

• Omnichannel model is central, with 42 showrooms complementing digital presence.

• New flagship locations and ground-floor showrooms drive foot traffic and fine jewelry growth.

• Showroom fine jewelry sales doubled in 18 months, with 48% growth last quarter.

• Physical experiences are critical, especially for younger consumers, with 86% of retail dollars still in-store.

• Two new showrooms planned, applying new concepts to balance bridal and fine jewelry.