Non-Bridal Sales Boost Brilliant Earth's Sales

(IDEX Online) - Brilliant Earth's second-quarter sales rose 5.7% year on year to $115.1 million, as the U.S. jeweler benefited from higher average order values and continued growth in non-bridal fine jewelry.

The result exceeded the company's guidance range, despite a 2.1% decline in total orders to 51,442.

Average order value increased 7.9% to $2,238, said the company, which was founded as an e-commerce business in 2005, but which now has 43 bricks-and-mortar showrooms.

Q2 2026 fine-jewelry bookings (ie non-bridal) rose 32% year on year and the company enjoyed its "biggest Mother's Day ever".

The company raised its full-year 2026 adjusted EBITDA guidance to $13 million-$15 million, up from its previous outlook, while maintaining its sales outlook of $459 million to $462 million.

The company expects third-quarter sales to be approximately flat year on year.

Brilliant Earth sells both natural and lab-grown diamonds and targets digitally savvy Millennials and Gen Z consumers who value personalization, convenience and responsible sourcing.

"We're thrilled with our second quarter results, with both Net Sales and Adjusted EBITDA well exceeding our guidance range," said Beth Gerstein, co-founder and CEO.

"Fine jewelry continues to outperform and drive our intentional diversification beyond bridal."

Brilliant Earth reported gross profit of $66.6 million and a gross margin of 57.9%. Adjusted EBITDA increased 81.3% to $5.8 million, while reported net income reached $0.8 million, compared with a net loss of $1.1 million in the second quarter of 2025.