Cherry Creek has another jewelry store.
California-based Brilliant Earth opened a jewelry showroom at 100 Fillmore St. earlier this month. Co-founder Beth Gerstein said the company wanted its first Colorado location to be in the popular Cherry Creek Shopping Center.
“It’s really the premier shopping destination in Denver,” she said.
The shopping center is home to a Hyde Park Jewelers, John Attencio and Tiffany & Co. The blocks surrounding the mall have a handful of jewelry stores as well, including Vertu on Fillmore and Fifth Avenue Designs.
Gerstein said an appointment-based business model will help outshine competitors in the market.
The store has a 2,000-square-foot showroom on the second floor of the building on Fillmore, as well as more room for storage and potential event space, Gerstein said. The company hired 12 employees to help run the store.
Gerstein said the company wanted to open a location in Denver after online sales with Brilliant Earth showed there was an interested customer base here.
“Colorado is definitely filled with individuals with a strong eco conscious.”
Brilliant Earth got its start as an online store in 2005. When it expanded to opening showrooms, Gerstein said, the company went with a model that didn’t depend on commissioned salespeople.
“In a lot of jewelry stores, you come in and people feel a lot of pressure.”
Instead, Brilliant Earth customers book an appointment to see jewelry privately with sales staff. The company now has seven showrooms, including the Denver location.