Brilliant Earth Group (BRLT) Goldman Sachs 31st Annual Global Retailing Conference summary

Industry and consumer trends

• Jewelry category saw outsized growth in 2021–2022, now normalizing with continued strength in fine jewelry and larger diamonds, while bridal faces more headwinds.

• Engagement ring ASPs are increasing, with younger consumers taking longer to decide due to higher life costs, but no significant behavioral differences by income cohort.

• Fine jewelry is growing rapidly, driving strong repeat behavior and lowering AOV as product mix diversifies.

• The market is highly promotional, but the focus remains on premium positioning and value through experience, not discounts.

• Lab-grown diamonds are now widely accepted, offering more choice but not fundamentally changing competitive dynamics.

Strategic initiatives and growth drivers

• Investing in brand awareness, marketing campaigns, and new product collections to drive differentiation and market share.

• Expanding showroom presence, including ground-floor locations and metro clusters, to boost local brand visibility and sales uplift.

• Diversifying product mix with a focus on fine jewelry and men's collections to increase repeat rates and customer lifetime value.

• Emphasizing innovation with new design collections, sustainability initiatives, and collaborations (e.g., Jane Goodall collection, Carbon Capture Collection).

• Leveraging technology and CRM to personalize marketing, drive repeat purchases, and deepen customer relationships.

Showroom and marketing strategy

• Showrooms offer highly personalized, curated experiences, with ground-floor locations driving more fine jewelry sales and brand familiarity.

• Clustering showrooms in metros increases marketing efficiency and word-of-mouth, leading to incremental sales uplift.

• Marketing remains agile, with spend shifted to the most efficient channels, especially during election cycles and promotional periods.

• Promotional environment expected to remain heavy through the holidays, but the focus is on perceived value and product innovation rather than discounts.