Fine jewelry shopping has long been a pursuit of sparkle and status. However, in recent years, shoppers have begun asking more profound questions about the pieces they buy. Where was this diamond sourced? Who designed this necklace? Does this gemstone carry a story worth sharing? There is one company that spent the past two decades answering those questions with integrity.
While many know Brilliant Earth for its engagement rings and wedding rings, it has built a powerful reputation far beyond bridal. From natural diamonds to lab-grown gems, and from sapphire earrings to emerald necklaces, Brilliant Earth offers a complete fine jewelry collection that combines craftsmanship, design, and ethical sourcing.
Brilliant Earth has reimagined what fine jewelry shopping can be, creating pieces that stand out not only for their artistry and quality but also for the confidence they bring to the buyer. In a crowded market where promises can feel fleeting, the brand continues to set a standard where love, luxury, and responsibility can shine together.
The Journey That Sparked A Revolution
Brilliant Earth co-founder Beth Gerstein never intended to become a trailblazer in the jewelry industry. Her story began simply, like many others. She was shopping for an engagement ring, hoping to find something that sparkled on her finger and made her feel proud to wear it every day. But something happened that changed everything.
At the time, Gerstein was earning her MBA at Stanford. A classmate had shared a business plan that intrigued her, one that addressed the issue of conflict diamonds. She learned how diamonds had funded devastating civil wars in Africa, contributing to exploitation, violence, and environmental destruction.
Curious and concerned, Gerstein began asking jewelers where their diamonds came from. Not a single one could give her a clear answer. That moment stuck with her. She realized that the jewelry industry needed a change, and she was willing to be part of it.
In 2005, alongside her Stanford classmate Eric Grossberg, she co-founded Brilliant Earth to create a new kind of jewelry company, one rooted in transparency and ethics.
Today, Brilliant Earth operates in 150 locations in key cities across the U.S. Its mission is simple yet radical. They aim to ensure that every piece of jewelry they sell is sourced responsibly and crafted with care so buyers never have to choose between beauty and conscience.
In June 2025, Gerstein received the “Jewelers For Children” award from JCK, an honor that recognizes jewelry industry leaders for their exceptional contributions to charitable impact.
“Twenty-five years ago, I wrote in my business school application that I wanted to focus on women in leadership and create a socially minded company — an admittedly lofty ambition with no clear roadmap,” Gerstein shared. “Writing this today, I’m struck by the realization that we didn’t just build a business; we turned those dreams into a reality that has touched lives across continents.”
Product Offerings And Design Philosophy
Brilliant Earth’s approach to jewelry design reflects a dedication to both artistry and personalization. Their offerings are not confined to preset designs. Instead, they view jewelry as a canvas for self-expression. Customers can create their own engagement ring by selecting from award-winning settings and pairing them with natural or lab-grown diamonds. But the customization options go even further.
For those looking to create a completely unique piece, Brilliant Earth’s design team collaborates with customers to modify existing designs, incorporate meaningful details, engrave personal messages, or create entirely bespoke pieces from initial concept to final creation. Their aesthetic is award-winning, with over 20 design awards recognizing their nature-inspired styles as well as modern, minimalist designs that appeal to a wide range of buyers.
The brand also pioneered the omnichannel jewelry experience, beginning as an online retailer before expanding into in-person showrooms. Their appointment-based model provides personalized attention without the pressure often found in traditional jewelry stores. For buyers who prefer remote shopping, virtual appointments offer the same level of care. Their digital interface features cutting-edge visualization tools that enable customers to visualize potential customizations, products, and stacking options before making a purchase.
These elements combine to make shopping with Brilliant Earth a different kind of experience. It is about creating a piece that reflects the wearer’s style, story, and values in every detail.
Meticulous Selection And Responsible Sourcing
Brilliant Earth’s meticulous gemstone selection process sets it apart. They employ strict standards for their diamonds and gemstones, aiming for quality that surpasses typical industry norms. This is embodied in their Beyond Conflict Free Diamonds™ standard, which is stricter than the common Kimberley Process.
They meticulously vet the origins of their gemstones, prioritizing transparency and sharing this information with customers. Supplier relationships are built on shared values, requiring a robust chain of custody protocols to track and segregate diamonds by origin. This ensures that their natural diamonds and gemstones originate only from specific mine operations or countries that follow labor, trade, and environmental standards.
Brilliant Earth partners with initiatives like Moyo Gems and Virtu Gem, which empower female artisanal miners and support fair trade markets, safer work environments, and better mining practices. Through these programs, they invest in global communities and help transform mining conditions for the better.
Gemstone Variety And Expert Craftsmanship
A glance at Brilliant Earth’s gemstone collection reveals the care that goes into each piece. From vibrant sapphires to rich emeralds and fiery rubies, each gem is selected for its striking appearance, brilliance, and durability. Their gemstone engagement ring settings allow buyers to choose from a variety of stones set in different precious metals, creating pieces that reflect the wearer’s style and personality.
Their jewelry collection extends beyond rings to include necklaces, bracelets, and earrings. Each piece showcases Brilliant Earth’s dedication to expert craftsmanship. Skilled artisans with masterful attention to detail bring every design to life, ensuring jewelry that stands the test of time.
The company combines advanced technology with traditional artistry in its four-step custom design process, which begins with sketches and progresses to CAD models and final casting. For customers, this means their visions are brought to life with precision, beauty, and enduring quality.
Customer Reviews That Speak To Quality
Brilliant Earth’s commitment to excellence is reflected in its reviews. Many buyers praise the company’s educational approach, transparency, and design options.
One customer wrote, “The interactive ring build guide definitely separated my experience from others. Truly a top-quality system in place.”
Monique Reyes shared that other jewelers told her she could never have diamonds on the side of her ring because her finger was too small. Brilliant Earth proved them wrong. “They assured me that I could indeed get diamonds on the side and found my dream ring. ”
Olivia shared her experience shopping for her engagement ring and wedding band. “Both times exceeded my expectations,” she wrote. “We had the entire showroom to ourselves. RJ was amazing. He was extremely patient with me and never pushed me to make a decision. Brilliant Earth was a completely different experience, and I would highly recommend it.”
Moving Forward With Integrity
Brilliant Earth’s mission is to transform the jewelry industry for good. Today, 99% of their gold and 95% of their silver are repurposed, to reach 100% repurposed or Fairmined certified by the end of 2025. They aim to eliminate single-use plastics by 2050 and achieve zero waste in showrooms and offices by 2033. Their emission reduction targets have been validated by the Science-Based Targets initiative, demonstrating their dedication to sustainability at every level.
Each diamond they offer is independently verified for quality and origin, with grading reports from impartial gemological laboratories, such as GIA and IGI. The brand also launched a collection of blockchain-verified diamonds in 2019, leveraging the innovative technology to provide transparency and allowing customers to trace the entire journey of their diamond from mine to market.
As a female-led company in a historically male-dominated industry, Brilliant Earth continues to set the standard for what ethical leadership looks like. Beth Gerstein, one of the few women founders to take a company public, believes that meaningful change starts with staying true to your values, even when challenges arise.
So, if you’re thinking about proposing, celebrating an anniversary, or simply telling someone you love them, Brilliant Earth offers more than just jewelry. It offers the chance to say yes to love and yes to a better world.
After all, when something is meant to last a lifetime, it should begin with integrity.
