Digital-first, ethically conscious jeweler Brilliant Earth opened its latest store in Southlake in early March. The company's showroom is located at 218 State St., right in the heart of Town Square in the space that was most recently occupied by Apricot Lane. The Southlake boutique features an expansive layout, two appointment spaces and a fine jewelry try-on bar.
“As our retail footprint grows, with increasing foot traffic across our showrooms and fine jewelry expansion, we saw an opportunity to introduce a fresh way to customer to experience our beautiful product,” says Brilliant Earth’s Chief Brand Officer, Pamela Catlett of the try-on bars in a press release. “We’re looking forward to seeing how our customers [in Southlake] respond to it."
Brilliant Earth’s Southlake location builds upon the company’s presence in Texas, which includes stores at the Domain in Austin, the West Village in Dallas and Montrose Collective in Houston. The San Francisco-based company’s showrooms complement its innovative digital channels, which seamlessly allow customers to shop for fine jewelry how they want, blending the benefits of the online and in-person shopping experience.