TechnologyMay 13, 2021
Tacori Bridal Collection Heads to Brilliant EarthMajorsSep 24, 2021
Brilliant Earth Is Now a Public Company
CEO Beth Gerstein said she believes in the jeweler’s omnichannel approach as its retail rollout continues.
An 18-karat white gold “Petite Crescent Cushion Bloom” diamond ring, featuring a cushion-shaped halo ($5,150 for setting only) from the Tacori x Brilliant Earth collection. Brilliant Earth began trading on the Nasdaq Thursday morning.
New York—Brilliant Earth made a lukewarm Nasdaq debut Thursday morning, downsizing its initial public offering and pricing shares below the expected range.
The San Francisco-based jeweler halved its IPO offering to 8.33 million shares priced at a lower-than-anticipated $12 each.
It had planned to sell nearly 16.7 million shares at between $14 and $16 each.
Trading under the ticker symbol “BRLT,” the company now has a valuation of about $1.1 billion.
The company has granted underwriters a 30-day option to purchase up to an additional 1.25 million shares.
Shares of Brilliant Earth were trading just above $17 after Friday morning’s opening bell.
“Looking at where it was priced versus the preliminary ranges it seems initial expectations were too high,” said diamond industry analyst Paul Ziminsky.
“That said, it’s still garnering a nice premium relative to the universe [of other jewelers].”
Related stories will be right here …
The San Francisco-based jeweler halved its IPO offering to 8.33 million shares priced at a lower-than-anticipated $12 each.
It had planned to sell nearly 16.7 million shares at between $14 and $16 each.
Trading under the ticker symbol “BRLT,” the company now has a valuation of about $1.1 billion.
The company has granted underwriters a 30-day option to purchase up to an additional 1.25 million shares.
Shares of Brilliant Earth were trading just above $17 after Friday morning’s opening bell.
“Looking at where it was priced versus the preliminary ranges it seems initial expectations were too high,” said diamond industry analyst Paul Ziminsky.
“That said, it’s still garnering a nice premium relative to the universe [of other jewelers].”
Brilliant Earth CEO Beth Gerstein appeared on Fox Business Thursday morning to talk about the company’s IPO, its omnichannel shopping model, lab-grown diamonds, and more.
The company now operates 14 showrooms across the U.S. in addition to its online store.
As its physical retail rollout continues, Gerstein said the company is still digital-first but aims to deliver “a true omnichannel shopping experience.”
“Jewelry is a really considered purchase. Customers just really like to have more one-on-one interaction. Knowing that there’s a showroom nearby just helps unlock that conversion and is reassuring to the customer,” she said during the interview.
The jeweler sells both natural and lab-grown diamonds, and Gerstein noted that while affordability is a factor when choosing between the two, its customers take other factors, particularly design, into consideration before making a purchase.
“Our job, as a retailer, is really to provide different options for our customers, offer them side-by-side, and provide education,” Gerstein told Fox Business.
To celebrate its Wall Street debut, the company staged a surprise engagement for customers Anthony and Priscilla just outside the Nasdaq MarketSite in Times Square.
💍@BrilliantEarth put a ring on it, #NasdaqListed and now they're helping a lucky customer do the same!😮 pic.twitter.com/lO2JMmpkYb
— Nasdaq (@Nasdaq) September 23, 2021
Editors' Picks
Sponsored by
More on Majors
The Latest
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
SourcingJan 22, 2026
De Beers To Release ‘A Diamond Is Forever’ BookIt explores the history of the iconic tagline and the company’s strategy to redefine the role of diamonds in society.
MajorsJan 22, 2026
Stuller Names New Chief Merchandising, Marketing, Sales OfficerTaylor Burgess, who has been at Stuller since 2013, was promoted to the newly created role.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
PodcastsJan 21, 2026
Episode 1: High Gold Prices, the Diamond Dilemma, & What’s NextWas 2025 a good year for jewelers? Did lab-grown diamonds outsell natural? Find out on the first episode of the “My Next Question” podcast.
Weekly QuizJan 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsJan 21, 2026
6 Jewelry Designers Poised to Have a Breakout Year in 2026Whether you recognize their jewels or are just discovering them now, these designers’ talent and vision make them ones to watch this year.
SourcingJan 21, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
CrimeJan 21, 2026
4 Men Charged in $1.7M California Smash-and-Grab Jewelry Store RobberyPlus, JSA’s Scott Guginsky discusses the need for jewelers to take more precautions as the gold price continues to climb.
IndependentsJan 21, 2026
Delaware Jeweler Felice Morris Dies at 91Morris’ most cherished role was being a mother and grandmother, her family said.
CollectionsJan 21, 2026
Bulgari Weaves New Collection of ‘Vimini’ Creations“Vimini” is the first chapter of the “Bulgari Eternal” collection that merges archival pieces with modern creations.
Events & AwardsJan 21, 2026
Jewelers Mutual’s ‘Conversations’ Retreat Returns to Discuss AIThe third edition will be held in Half Moon Bay, California, in April.
Events & AwardsJan 20, 2026
These Are the 5 Finalists for the David Yurman Gem Awards GrantThe grant is in its first year and was created to recognize an exceptional fine jewelry designer whose star is on the rise.
ColumnistsJan 20, 2026
First-Party Data Is the Most Valuable Asset Jewelers Have in 2026Data built on trust, not tracking, will be key to success going forward, as the era of “borrowed attention” ends, Emmanuel Raheb writes.
MajorsJan 20, 2026
Borsheims Hires New Assistant Facilities ManagerHeath Yarges brings two decades of experience to the role.
EditorsJan 16, 2026
Remembering Pete Yantzer for His Contributions and His Kindness Pete’s boundless curiosity extended beyond diamond cut and he was always eager to share his knowledge with others, no matter the topic.
FinancialsJan 16, 2026
Richemont’s Jewelry Brands Shine in Q3Cartier, Van Cleef & Arpels, Buccellati, and Vhernier had another successful holiday season, Richemont reported this week.
TrendsJan 16, 2026
Diane Lane's Brooch Buzzes at the 2026 Golden GlobesOur Piece of the Week is Lagos’ “Bee” brooch that was seen on the red carpet for the first time on Sunday.
CrimeJan 15, 2026
D.C. Rapper ‘Taliban Glizzy’ Sentenced to 18+ Years for Jewelry Store RobberiesTrevor Jonathan Wright led a crew in a string of armed robberies targeting South Asian-owned jewelry stores on the East Coast.
Events & AwardsJan 15, 2026
Jewelers of Americas’ ‘20 Under 40’ Nominations Now OpenThe program recognizes rising professionals in the jewelry industry.
Events & AwardsJan 15, 2026
Registration for JCK Las Vegas 2026 Is Now OpenA new lifestyle section and a watch showcase have been added to this year’s event.
TrendsJan 15, 2026
Don’t Double-Dip With This Golden ChipAvocados From Mexico is celebrating those who love to double-dip in game day guacamole with a 14-karat yellow gold tortilla chip necklace.
SourcingJan 15, 2026
Nearly 42-Carat Blue Diamond Discovered in South AfricaPetra Diamonds unearthed the 41.82-carat, Type IIb blue diamond at the Cullinan Mine.
CollectionsJan 14, 2026
Marie Lichtenberg Lassos Leather for New BraceletsThe brand is trading its colorful fabric cords for Italian leather in its “Lasso” baby locket bracelets.
TechnologyJan 14, 2026
“My Next Question” Enters Its Podcast Era National Jeweler and Jewelers of America’s popular webinar series is evolving in 2026.
MajorsJan 14, 2026
Saks Files for Bankruptcy, Names New CEOThe department store chain owes millions to creditors like David Yurman, Roberto Coin, Kering, and LVMH.
CollectionsJan 14, 2026
Boucheron Names Colman Domingo as Brand AmbassadorThe award-winning actor’s visionary approach and creativity echo the spirit of Boucheron, the brand said.
