Brilliant Earth Bundle
Who is Brilliant Earth's Target Customer?
Brilliant Earth, a prominent digital jeweler, has redefined the fine jewelry sector by emphasizing ethical sourcing and transparency. Founded in 2005, the company's mission to foster a more compassionate industry deeply connects with today's conscious consumers.
The company's initial focus on ethically sourced engagement rings has broadened to attract a wider audience interested in fine jewelry and personal acquisitions. This evolution is key in an industry where younger consumers increasingly value sustainability and transparency.
What are the customer demographics and target market for Brilliant Earth?
Brilliant Earth's primary demographic consists of millennials and Gen Z consumers, typically aged 25-45. These individuals are often college-educated, with a significant portion residing in urban and suburban areas across North America and Europe. They are digitally native, value transparency, and prioritize ethical and sustainable practices in their purchasing decisions. This group is willing to invest in high-quality, meaningful pieces and is influenced by social responsibility and brand storytelling. Understanding their preferences is crucial for Brilliant Earth PESTEL Analysis and future growth.
Who Are Brilliant Earth’s Main Customers?
The primary customer segments for Brilliant Earth are predominantly Millennial and Gen Z consumers. These demographics are known for their digital fluency, a preference for brands that align with their values, and a strong interest in social and environmental responsibility. They expect transparency and authenticity from the companies they engage with.
Core Demographic Profile
In July 2025, website traffic analysis indicated that 64.11% of visitors were female. The most represented age group among these visitors was 25-34 year olds, highlighting a key segment of the Brilliant Earth customer profile.
Expansion Beyond Bridal
While engagement rings and wedding bands are central, the company has successfully broadened its reach. Fine jewelry offerings accounted for an all-time high of 27% of total bookings in December 2024.
Growth in Order Volume
The expansion into more accessible price points has driven growth, with total orders increasing by 7% year-over-year in 2024 and by 12% in Q1 2025. This indicates a widening Brilliant Earth target market.
Customer Loyalty and Repeat Purchases
Repeat orders saw a significant rise, growing by 17% in 2024 and 13% in Q1 2025. This trend suggests strong customer retention and successful efforts to encourage non-bridal purchases among existing clientele.
The average order value (AOV) saw a decrease, falling to $2,269 in 2024 and $2,062 in Q1 2025, a 11% and 14.2% reduction respectively. This shift is likely linked to the increased sales of lower-priced fine jewelry items, broadening the Brilliant Earth customer base. Understanding these shifts is key to the Marketing Strategy of Brilliant Earth.
Brilliant Earth Customer Segmentation Insights
The Brilliant Earth customer demographics reveal a focus on younger, digitally-native consumers who value ethical sourcing and sustainability. This psychographic profile influences their purchasing habits and preferences for jewelry.
- Primary focus on Millennial and Gen Z consumers.
- Significant female audience, with 64.11% of website visitors being female.
- Largest age demographic is 25-34 year olds.
- Growing appeal beyond bridal, with fine jewelry making up 27% of bookings in December 2024.
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What Do Brilliant Earth’s Customers Want?
Brilliant Earth's customer base is primarily driven by a strong desire for ethically sourced and transparently produced jewelry. This demographic, often including Millennials and Gen Z, places significant value on sustainability and social responsibility in their purchasing decisions.
Ethical Sourcing Priority
A significant majority, 78% of American consumers in 2025, consider ethical sourcing when buying jewelry. This trend highlights a core preference for brands that offer traceable and responsibly sourced materials.
Transparency in Supply Chain
Customers are actively seeking transparency regarding the origin of diamonds and gemstones. This demand directly addresses concerns about conflict-free sourcing and the social impact of jewelry production.
Personalization and Uniqueness
There is a strong preference for unique designs and the ability to personalize jewelry. Approximately 47.2% of customers in 2024 opted for custom design modifications, indicating a desire for bespoke pieces.
Demand for Lab-Grown Diamonds
The market shows a growing acceptance of lab-grown diamonds, which captured 31% of U.S. engagement ring sales in 2025. Their appeal stems from both affordability and ethical considerations.
Sustainable Materials
Customers value the use of recycled precious metals. The company utilizes 99% repurposed gold and 95% repurposed silver in its collections as of 2024, with a goal of 100% by 2025.
Enhanced Shopping Experience
The customer journey often involves thorough online research followed by personalized consultations. Virtual try-ons and in-showroom try-on bars are key features catering to this preference for a tactile and informative experience.
Key Customer Preferences
Brilliant Earth's customer profile is characterized by a commitment to conscious consumerism. They seek products that align with their values, often researching extensively before making a purchase. This focus on ethical production and unique design shapes their buying habits and brand loyalty.
- Preference for Beyond Conflict Free™ diamonds and ethically sourced gemstones.
- Interest in the provenance and traceability of materials.
- Desire for unique, customizable, and personalized jewelry pieces.
- Growing demand for lab-grown diamonds due to cost and ethical appeal.
- Appreciation for brands utilizing recycled and sustainable materials.
- Value placed on transparent business practices and social responsibility.
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Where does Brilliant Earth operate?
The company's geographical market presence is predominantly within the United States, which accounted for 87% of its revenue in 2024. This strong U.S. focus is supported by an omnichannel strategy that includes a robust online platform and 42 showrooms across the country as of August 2025.
United States Market Dominance
The United States represents the primary market, generating 87% of the company's revenue in 2024. This indicates a significant concentration of the Brilliant Earth customer base within the U.S.
Omnichannel Showroom Network
As of August 2025, the company operates 42 showrooms strategically located in major U.S. metropolitan areas, complementing its online sales channels.
Strategic Showroom Expansion
Recent expansions include new showrooms in Boston (Chestnut Hill and Seaport in 2024) and a new street-level location in New York City, along with Southlake, Texas, in February 2025.
International Market Reach
The company serves customers in over 50 countries and enhanced international shopping capabilities in 2024, allowing purchases in local currencies for 150 countries.
The company leverages data, including first-person customer data, revenue, e-commerce behavior, and population demographics, to inform its showroom real estate decisions, aiming to accelerate financial performance in these regional markets. This data-driven approach helps identify optimal locations for new showrooms and understand the Brilliant Earth customer profile in various areas. This strategic placement is key to its Revenue Streams & Business Model of Brilliant Earth.
Data-Driven Location Strategy
Customer data, revenue, and demographic information are used to guide showroom placement decisions, optimizing market penetration and financial performance.
Planned 2025 Expansion
A new showroom is planned for Alpharetta, Georgia, in 2025, representing a second location within the Atlanta metropolitan area.
Global E-commerce Capabilities
International customers can purchase jewelry in their local currency, with free shipping and returns available in 150 countries.
U.S. Revenue Contribution
The United States is the dominant market, contributing 87% of the company's revenue in 2024, underscoring its importance to the Brilliant Earth target market.
Showroom Count
As of August 2025, the company operates a network of 42 showrooms across the United States, enhancing its physical presence.
International Customer Service
The company's commitment to international customers is evident in its ability to serve over 50 countries and facilitate local currency transactions.
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How Does Brilliant Earth Win & Keep Customers?
Brilliant Earth employs a robust strategy for attracting and retaining customers, blending digital expertise with an expanding physical presence. Their marketing efforts are dynamic, optimizing across channels like SEO, SEM, social media, and influencer collaborations, with 42% of influencer partners in 2023 reflecting their diverse customer base.
Customer Acquisition Channels
The company leverages a mix of digital marketing, including search engine optimization and paid search, alongside social media advertising and influencer partnerships. Their commitment to ethical sourcing also drives significant organic traffic and brand resonance.
Showroom Impact on Acquisition
Brilliant Earth's showrooms are instrumental in customer acquisition, boosting average order values and conversion rates in their respective markets. The company saw its biggest day for appointment bookings on Black Friday 2024.
Focus on Customer Retention
Retention is a significant focus, demonstrated by a 17% increase in repeat orders in 2024 and 13% in Q1 2025. This is supported by investments in their jewelry selection and enhanced customer lifetime marketing.
Personalized Customer Experiences
Personalized interactions, such as online consultations and in-showroom appointments, cater to the considered nature of jewelry purchases. The success of Valentine's Day 2025, with a 40% year-over-year growth in fine jewelry bookings, highlights these strategies.
Driving Repeat Business
The company actively works to extend customer relationships beyond initial purchases, particularly for engagement and wedding items. This involves enhancing their fine jewelry assortment and utilizing data segmentation for targeted marketing efforts.
- Optimizing digital marketing spend across SEO, SEM, and social media.
- Leveraging showrooms to increase average order value and conversion rates.
- Investing in customer lifetime marketing and data segmentation.
- Offering personalized consultations to enhance the buying experience.
- Focusing on ethical sourcing to build brand loyalty and resonance.
- Expanding fine jewelry offerings to encourage repeat purchases beyond bridal.
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