Fine jewelry is a market and industry that’s historically struggled with sustainability and transparency in sourcing ethical materials and products for discerning customers. Diamond jewelry, in particular, is notorious for the moral and environmental costs associated with mining the gemstones that are so popular worldwide. As consumers become increasingly ethically conscious and ecological sustainability becomes a priority for both regulatory reasons and customer priorities, jewelry retailers must adapt their strategies and sourcing to accommodate this shift. When someone wants to commemorate an occasion or celebrate incredible moments with fine jewelry, they should be able to do so with the confidence that they’ve chosen a piece as beautiful as it is ethical.
Brilliant Earth is a leading global fine jewelry retailer known for its commitment to sustainability, transparency, and social responsibility. The San Francisco company operates a growing network of showrooms across the United States, complemented by a fully functional e-commerce platform that seamlessly integrates education and ease of use into a streamlined online shopping experience. Brilliant Earth specializes in Beyond Conflict Free Diamonds™, lab-grown gemstones, and repurposed precious metals. Their signature collections range from engagement rings and wedding bands to modern styles of fine jewelry, reflecting contemporary values and enduring love.
Brilliant Earth is known for its vocal advocacy for and commitment to ethical practices in the industry, including sourcing, labor rights, environmental sustainability, and local community development in mining regions. Each piece is backed by a transparent sourcing process, including the use of blockchain technology for select diamonds, ensuring that consumers can always purchase meaningful pieces for significant milestones with confidence.
“We believe beautiful jewelry shouldn’t come at the expense of communities or the environment,” says the company. “From day one, we’ve operated on the principle that consumers should never have to compromise between quality and conscience.”

Consumer Confidence Through Education And Transparency
Brilliant Earth doesn’t just provide beautiful jewelry for weddings, anniversaries, and other sentimental moments; it provides education and transparency into the entire process, backed by expert support services, all to ensure that customers are confident in the ethics and value of their purchase. When a customer is buying fine jewelry, they’re looking to commemorate and honor deeply emotional circumstances and achievements, and Brilliant Earth is dedicated to honoring that by keeping customers informed and supported at every step of the process.
This dedication isn’t just a company tagline; it’s rooted in the founders’ personal experience. Co-founder Beth Gerstein personally faced the challenge of finding an ethically sourced ring that both beautifully signified the emotional significance of her engagement and aligned with her values. The search revealed the shocking lack of transparency and sustainability in the industry, and single-handedly kick-started the mission that became Brilliant Earth.
So, how does Brilliant Earth empower its customers and fulfill its promise of ethical and transparent practices? Through innovative customer experiences, source transparency, and education. Brilliant Earth’s digital-first experience, featuring virtual try-on technology, welcoming and educational showrooms nationwide, custom and inclusive design options, and extended sizing, all combine to ensure that customers can start and complete their jewelry shopping process with confidence in their purchase.
On the education and transparency front, Brilliant Earth provides detailed information about its sourcing, utilizing a range of tools, including blockchain technology, to track diamond provenance. With the largest blockchain-verified assortment in the industry, this technology enables customers to view and track every step in their diamond’s journey, from the mining company to the market, safely, securely, and permanently, with no questions or uncertainty, for customers seeking additional information or those simply interested in learning, Brilliant Earth’s website and blog offer guides on the nuances of different gems, ring charts, and other relevant jewelry information.
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Quality Gems, Quality Sources, Quality Support
Brilliant Earth works hard to ensure that customers are only presented with high-quality, beautiful jewelry that doesn’t compromise their conscience. From ethical sourcing to sustainable development and recycling, the company goes out of its way to ensure that customers are supported and confident in their choices throughout the entire process.
“The knowledge that each piece will become part of someone’s personal story infuses our work with purpose,” says Annie Chen, Head of Merchandising. “The intersection of artistry, purpose, and personal meaning creates a uniquely motivating environment where exceptional service and craftsmanship aren’t just business goals — they’re expressions of our shared belief in jewelry’s power to celebrate individuality, self-expression, and joyful moments.”
Brilliant Earth’s Beyond Conflict Free Diamonds™ go beyond the industry-standard Kimberley Process to ensure they are sourced from mines employing fair labor practices, extracted with minimal environmental impact, acquired through legitimate supply chains, and obtained from regions committed to community development. Both the gemstones and the precious metals are sourced and used sustainably, with 99% of their gold and 95% of their silver being repurposed. Offering lab-grown diamonds created using renewable energy and carbon-capture technology provides yet another avenue for customers seeking ethical diamond jewelry.
Once a piece has been chosen, Brilliant Earth’s expert support team steps in to ensure that a free lifetime warranty and several other support benefits protect the customer’s choice. Jewelry specialists are available in physical showrooms across the United States for 1-on-1 expert guidance on materials, styling, customization, and more. Brilliant Earth’s customer support team offers free shipping, 30-day returns and exchanges, and 60-day resizes, in addition to virtual fitting and support technology available on their e-commerce platform. For any issues a customer may have, the company’s 24/7 customer support is available by phone, chatroom, and email.
Brilliant Earth Reviews
Brilliant Earth’s dedication to supporting confident and ethical jewelry purchases is proven effective through the company’s reviews. The transparency, sustainability, and compassion in their jewelry sourcing, process, and designs create a value-driven option for any customer seeking to commemorate emotional occasions with something beautiful and ethical.
One such customer, Marco, left the following review, raving about the quality of his piece: “Purchased this as an engagement ring. Everything about it was perfect. The diamond quality and size for the price were unbeatable. My fiancé loved it and is always telling me about how many compliments she gets. The hidden halo is beautiful. Just so much detail in this ring.”
Gemma, in her review, speaks highly of Brilliant Earth’s service experience. She says: “Absolutely perfect experience! Website is easy to navigate, 24 hour customer service who were very polite and helpful. Product arrived at the start of my expected delivery window and it was packaged really well. Beautifully presented and the box my ring is in will be cherished forever! The ring itself is also gorgeous! Makes me want to buy again!”
Sandy’s review speaks to Brilliant Earth’s goals and the importance of finding a jewelry partner that shares your values. She says, “I love this company and what they stand for. My ring was so beautiful and exactly as described. My virtual appointment was very good at helping me choose the right setting and stone. I will definitely buy again!”