Shopping for jewelry often brings a mix of excitement and uncertainty, especially when it’s for a special event like an engagement.
From choosing a style to setting a budget, the process can come with a lot of questions. Brilliant Earth was designed to make that experience easier, offering helpful guidance, personal support, and a welcoming environment from start to finish.
Beth Gerstein founded the company in 2005 with Eric Grossberg after struggling to find an engagement ring that reflected her values – something beautiful yet responsibly sourced. Eric’s lifelong love of gemstones, sparked as a child exploring museum exhibits, complemented Beth’s vision for a socially conscious company. That shared foundation continues to guide how Brilliant Earth serves customers today, whether they shop online or in person.
The company now has more than 40 locations across the country, including a new showroom in Southlake, Texas, and another opening soon in Alpharetta, Georgia. While many people first discover Brilliant Earth because of its responsible sourcing, they often return because of how they were treated while picking out their jewelry.
Personalized Service From First Visit to Final Choice
Brilliant Earth makes each appointment feel personal. Sales associates don’t work on commission, so the focus stays on helping the customer, not making a sale.
Before in-person visits, customers are encouraged to fill out a short style questionnaire. Their answers help team members select pieces that match individual preferences.
Appointments are relaxed and one-on-one. Visitors can view ring options, try on different styles, and ask questions without feeling pressured to make a commitment.
One customer, LaToya, shared how much flexibility the appointment gave her, writing on WeddingWire: “I had an idea of what I wanted, but I wasn’t 100% sure. I went and did a try on of so many different bands, metal colors, diamond sizes, and shapes.”
For those who prefer to shop remotely, Brilliant Earth offers 45-minute virtual appointments with jewelry specialists. These video sessions allow customers to explore their options, compare styles, and receive real-time advice whenever they have questions.
The website also encourages customers to explore a variety of styles, and includes a virtual try-on feature that lets shoppers upload a photo of their hand to see how different rings might look. Live chat support, phone, and email assistance are also available at any time of the day.
Customers are encouraged to take their time weighing their options, whether that means a single visit or several weeks of comparison.
Making Jewelry Easier to Understand
When it comes to purchasing Brilliant Earth engagement rings or wedding bands, one of the most challenging aspects can be understanding the various options available. The company works hard to simplify the process, which is why its website includes visual guides and educational pages that explain gem shapes, metals, settings, and ring sizing.
Jewelry specialists help people understand the difference between lab-grown and natural gemstones, share tips for balancing design with budget, and explain what makes one diamond different from another. This includes educating customers about the four primary traits that affect a diamond’s appearance and cost, also known as the 4 C’s: cut, color, clarity, and carat.
The cut influences how much light the diamond reflects, giving it more or less sparkle. Color measures how white or tinted the diamond appears, while clarity refers to the presence of tiny marks inside or on the surface. Carat measures the gemstone’s weight, which also impacts its size.
Together, these details help customers decide which features to prioritize based on personal taste and price range. Brilliant Earth also carries a wide range of gemstones beyond traditional diamonds, including moissanite, morganite, sapphire, emerald, and lab-created colored gems.
Kayla Z., writing on The Knot, shared that she felt nervous about making such a big purchase, but found comfort in the team’s step-by-step support. “Brilliant Earth has a lot of resources to teach me and help me decide on a ring type, metal, and diamond,” she said. “I spoke with Brilliant Earth salespeople a couple of times as I was close to a decision, and they were extremely helpful! They worked with my budget and helped me adjust the 4 C’s to get the best ring for me and my wife.”
For shoppers unsure about ring size, Brilliant Earth offers a free sizing kit by mail and personalized tips for discreet measuring, which can be particularly helpful for surprise proposals.
Options for Every Style
Customers can either choose from ready-made rings or design their own. Most start by picking a diamond or gemstone, then browse more than 250 settings. Collections like Secret Garden, Freesia, and Nadia can inspire design choices, but each setting can also be adjusted to suit personal preferences.
Shoppers can choose from yellow gold, white gold, rose gold, or platinum and add side gems, engravings, or other custom touches. Engraving is complimentary and can include names, dates, or messages.
For those planning a surprise, Brilliant Earth offers a temporary setting option. After the proposal, the ring can be redesigned for free to match the recipient’s style better.
One reviewer, Jackie F., expressed how easy it was to create custom rings using the company’s website. “For my wedding bands, I did a custom set, and they were very communicative, and it was pretty easy,” she wrote. “I love all of the options they have for gemstone rings – a lot of jewelers don’t have that.”
The time it takes to make a ring depends on the level of customization. Some ship within a few days, while others require up to six weeks. However, the company recommends planning at least two months in advance.
One reviewer, Robin, shared on The Knot that she and her fiancée ordered a custom wedding ring later than planned and were nervous it wouldn’t arrive in time. “Enter Lauren, our amazing sales associate,” she wrote. “She went above and beyond, keeping us informed every step of the way and doing everything she could to expedite the process. Thanks to her efforts, I received the ring earlier than expected, just in time for our wedding.”
The goal is not just to sell jewelry but to make something meaningful that reflects the style and values of the person wearing it.
Ongoing Support After the Sale
Brilliant Earth’s customer care doesn’t stop once the ring is shipped. Each piece is crafted to last for generations and comes with a lifetime warranty for manufacturing defects. For sizing changes, customers have 60 days to request a free resize, with shipping paid both ways.
“The quality at BE is unmatched,” one reviewer wrote on WeddingWire. “I am currently waiting for my rings to be sized at no cost. My rings are unbelievably beautiful, and I’m so happy with their customer service.”
Customers also have the option to upgrade their diamond later. The full value of the original center stone can be applied toward a new one, making it a popular choice for anniversaries or life milestones.
Whether providing repair updates or clarifying insurance details, Brilliant Earth reviews highlight how team members respond quickly, communicate openly, and follow through every step of the way.
Kind to People and the Planet
Brilliant Earth sources its materials from suppliers that follow strict labor and environmental guidelines. They also offer the largest collection of blockchain-verified diamonds in the industry, which allows customers to see exactly where and how the gemstone was handled.
Most of the company’s metal supply is sourced from repurposed materials. Rings are made using 99% repurposed gold and 95% repurposed silver. The company also reduced packaging weight by 44% and is transitioning its showrooms and offices to renewable energy.
In 2021, Brilliant Earth launched the Brilliant Earth Foundation to support social and environmental efforts worldwide. The Foundation has donated more than $2 million to programs that enhance mining safety, support youth education, promote reforestation, and expand access to training.
In this way, Brilliant Earth ensures its impact doesn’t stop at the customer and extends back to support the communities where its materials originate.
Policies That Put Customers First
Every Brilliant Earth order ships free and includes a 30-day return or exchange policy. This gives buyers extra time to ensure they’re making the right choice.
Brilliant Earth offers several payment plans, including financing through Affirm and Wells Fargo. Layaway is also available for those who prefer to pay over time. Some Affirm options include 0% interest, depending on the applicant’s credit history.
Customers can also choose to protect their purchase through Brilliant Earth’s insurance partner, Lavalier. Policies typically cost about one to two percent of the ring’s total value.
These options enable customers to make purchases on their own timeline, eliminating added stress.
A Different Kind of Jewelry Experience
Beyond receiving their dream jewelry, customers walk away knowing they were helped by people who genuinely wanted them to feel good about their decision. From early conversations to follow-up care, the company remains present, providing guidance that feels personal, not pressured.
For Brilliant Earth, the goal is to guide people to the right piece of jewelry while making sure they feel supported, confident, and satisfied from start to finish.