What Is Brilliant Earth’s Showroom Experience Like?

I’ve secret-shopped hundreds of jewelry stores over the past 25+ years, and one of the visits I get asked about the most is Brilliant Earth. So I sat down for a real appointment at Brilliant Earth to see exactly what happens from the moment you walk in to the moment you try on a ring.

Here’s the short version. Brilliant Earth’s appointment is relaxed, one-on-one, and built around what you actually want, not around getting you to spend more. Booking is easy, the staff knows their stuff, and you get real time with settings and sample rings before you buy anything. Below, I’ll walk through every part of that visit so you know exactly what to expect.

Here’s What We’ll Cover:

• First Impressions at the Brilliant Earth Store
• How Do You Book an Appointment?
• What Happens When You Check In?
• Store Layout: Privacy and Comfort
• How Knowledgeable Is the Staff?
• What Is the Consultation Like?
• What Can You Actually See In the Store?
• Trying On Rings and Jewelry
• Bottom Line: Is It Worth a Visit?
• FAQ

First Impressions at the Brilliant Earth Store

I based this walkthrough on Brilliant Earth’s store in St. Louis, located in the Central West End neighborhood. That’s a walkable stretch of the city with restaurants and shops nearby. The location says something before you even walk in the door.

The storefront is easy to spot from the sidewalk. Big windows, good lighting, nothing loud or over the top. Inside, the lighting stays bright without feeling harsh. That matters more than people think. Diamonds and gemstones can look washed out under bad lighting, so good light means you’re actually seeing what you’re being shown.

The store was clean, with no clutter behind the counters and nothing out of place. It also felt calm. No loud music, no crowd of salespeople rushing over before I’d taken my coat off.

How Do You Book an Appointment?

Booking is simple. You go to Brilliant Earth’s website, pick a store, and choose a time. You can also call to set something up.

Here’s something worth knowing before you go. Brilliant Earth strongly recommends booking ahead since walk-ins depend on whether a jewelry specialist is free that day. If you show up without an appointment and no one is available, Brilliant Earth will get you scheduled for another time, and you’re welcome to browse the lobby in the meantime.

One detail that matters if you’re planning a visit: appointments are required if you want to see loose diamonds or gemstones. If you just want to browse ring styles and get a feel for what you like, you can do that without booking anything first.

Virtual appointments are also available if you can’t get to a physical location. You get a video consultation with a jewelry specialist covering the same ground as an in-person visit. That matters if you don’t live near one of Brilliant Earth’s 40+ store locations across the US.

What Happens When You Check In?

When I arrived for my appointment, I wasn’t left standing around. Someone greeted me within a minute or two and checked me in. My jewelry specialist introduced themselves and got straight into what I was looking for.

That’s the part that stood out most. Nobody tried to size up my budget before saying hello. The conversation started with what I wanted, not what I could spend. It’s a small thing, but it sets the tone for the whole visit.

If you come without an appointment, the same check-in process applies. You’ll be told whether someone is free, and if not, you’re offered a later time instead of being brushed off.

Store Layout: Privacy and Comfort

The store isn’t set up like a typical jewelry counter where every customer stands shoulder to shoulder along a glass case. You get a private seating area for your consultation. That matters if you’re picking out an engagement ring and don’t want strangers overhearing your budget or your plans.

The layout also makes it easy to compare pieces side by side instead of passing one ring back and forth across a counter. My jewelry specialist laid a few options out together so I could see the differences in metal color and setting style right next to each other. That’s a small detail that makes a real difference when two rings look almost identical in photos.

Brilliant Earth allows two guests per appointment, so you can bring a partner, a parent, or a friend along for a second opinion. And it’s worth noting that only service animals are allowed inside.

How Knowledgeable Is the Staff?

This is where a lot of jewelry stores fall apart, and it’s the part I pay the closest attention to on every visit. Can the person across the table actually explain what you’re looking at, or are they just reading off a tag?

My jewelry specialist walked me through the 4 Cs of diamonds, cut, color, clarity, and carat weight, without turning it into a sales pitch. When I asked about fluorescence, which is how much a diamond glows under UV light, I got a real answer instead of a brush-off. Not every store handles that question well.

The staff also spoke clearly about sourcing. Brilliant Earth’s natural diamonds have to meet the company’s Beyond Conflict Free™ standard, which traces each stone back to a specific mine and checks labor conditions, environmental impact, and community support. My jewelry specialist could explain what the standard actually covers instead of just repeating the name of it.

What Is the Consultation Like?

The consultation is built around your preferences, not a script. My specialist asked what stone shape I liked, whether I wanted a natural or lab grown diamond, and what setting style caught my eye before showing me a single ring.

From there, the conversation moved to metal type, ring size, and budget. Nobody steered me toward the most expensive option in the case. When I said I wanted to stay in a certain range, the recommendations that followed actually stayed in that range.

Here’s a question worth asking at any jewelry store: did the person you’re talking to actually listen to what you said, or did they just wait for their turn to talk? At Brilliant Earth, my jewelry specialist referenced things I’d mentioned ten minutes earlier when narrowing down options. That’s a good sign.

What Can You Actually See In the Store?

The St. Louis store carried a wide selection of fine jewelry and bridal designs, but it wasn’t Brilliant Earth’s entire inventory. You’ll mostly find sample rings in white gold, sized for women’s size 6 or 7 and men’s size 9 or 10.

If there’s a specific setting or metal you want to see, book your appointment ahead of time and let Brilliant Earth know. My jewelry specialist told me the store will do its best to have a specific piece ready if you ask in advance.

Most fine jewelry in the store is available to buy the same day. Some of the more popular rings with lab grown diamond centers are also available for same-day purchase, depending on what’s in stock. If you build a ring through Brilliant Earth’s Design Your Own tool, expect it to be made and delivered in 2 to 3 weeks.

Trying On Rings and Jewelry

The hands-on part of the visit is where Brilliant Earth earns its reputation. I wasn’t handed one ring and told to imagine the rest. My jewelry specialist brought out several settings so I could compare how they actually looked and felt on my hand, not just in a case.

If you want to see loose diamonds next to different settings, that’s part of what an appointment gets you. Sample rings let you feel the weight and comfort of different band styles, a prong setting versus a bezel setting for example, before you commit to anything.

Is trying on rings in person actually necessary if you’re comfortable shopping online? Not always. But if you’ve never worn a ring with a large center stone, or you’re not sure whether you like a thin band or a wider one, sitting down and trying a few on will save you from guessing.

Bottom Line: Is the Brilliant Earth Store Worth a Visit?

After spending time at the St. Louis store, my answer is yes. The appointment is easy to book, the staff knows their stuff, and nobody made me feel rushed or judged based on what I wanted to spend.

If you’re within driving distance of one of Brilliant Earth’s 40+ store locations, or you can carve out time for a virtual appointment, I’d take advantage of it.

FAQ

Do I need an appointment to visit a Brilliant Earth store?

No, but Brilliant Earth strongly recommends booking one ahead of time. Walk-ins are welcome, but they depend on whether a jewelry specialist is free. If you show up without an appointment and nobody is available, Brilliant Earth will get you scheduled for another time and let you browse the lobby in the meantime.

Can I see loose diamonds without an appointment?

No. Brilliant Earth requires an appointment to view loose diamonds and gemstones. You can browse a select assortment of sample rings and fine jewelry in the store lobby without booking anything first.

How many people can I bring to my appointment?

Brilliant Earth welcomes two guests per appointment.

How long does a Brilliant Earth appointment take?

Brilliant Earth appointments are 50 minutes long and each consultation is built around what the buyer needs. In my experience, that’s the perfect amount of time if you’re working through diamond and setting choices in detail.

Can I buy jewelry the same day I visit the store?

Yes, in most cases. Most fine jewelry in the store is available for same-day purchase, along with some popular preset rings with lab grown diamond centers, depending on availability. Rings built through Brilliant Earth’s Design Your Own tool are handcrafted to order and typically take 2 to 3 weeks.

Does Brilliant Earth offer virtual appointments?

Yes. If you can’t make it to one of Brilliant Earth’s 40+ store locations, you can book a virtual appointment and get a video consultation with a jewelry specialist. It covers the same ground as an in-person visit, minus the ability to physically try things on.

Are pets allowed in Brilliant Earth stores?

No, only service animals are permitted inside Brilliant Earth stores.

About the author

Mike Fried Mike Fried has over 25 years experience in the diamond industry working with Leo Schachter Diamonds, Moshe Namdar Diamonds, and joining The Diamond Pro in 2007. He is recognized as an industry expert and has been quoted in publications such as Us, People, Page Six, The Next Web and more.