Brilliant Earth Group (BRLT) investor relations material

Business model and positioning

• Founded in 2005; reported $437M in sales last year and profitability in every year as a public company.

• Asset-light inventory model turns inventory ~4x versus 1–2x at traditional jewelers; virtual inventory, consignment, supplier integration and data-led planning limit balance-sheet risk and support faster assortment decisions.

• Premium positioning centers on proprietary designs, a mission-led brand and a seamless digital and showroom experience; sub-$500 products remain available, while many sales are at $500+.

Product mix and customer relationships

• Natural and lab-grown diamonds have been sold side by side for over 10 years; curated assortments serve differing customer preferences, while lab-grown awareness expands access, especially in fine jewelry.

• Fine jewelry was 16% of 3Q bookings versus 23% in 4Q last year; management sees substantial room to grow, with the category closing in on $100M in sales.

• Fine jewelry adds gifting, self-purchase and life-event occasions across the year, supporting repeat purchases and longer customer relationships beyond bridal.

• The Jane Goodall, Elizabeth Taylor and Ring Pop collections support differentiated product storytelling; the first two Ring Pop iterations sold out quickly.

Omnichannel and marketing

• The 44-showroom fleet complements digital channels; showrooms drive metro-area sales uplift, walk-in conversion and fine jewelry discovery, with further opportunity in new markets, clusters and existing locations.

• Most showrooms deliver strong double-digit metro uplift in the 12 months after opening; fine jewelry try-on bars and digital tools such as virtual try-ons support customer engagement.

• Marketing as a percentage of sales gained ~370 bps of leverage from 3Q 2023 to 3Q 2026 while brand awareness and engagement remained strong; campaigns use a dynamic, full-funnel approach.