Growth
Brilliant Earth against its category
The biggest tracked US jewelry store chains by card spend, with year-over-year growth of category share. Share means a chain's slice of tracked category spend. It can decline while the chain's own sales grow. The chart tracks Brilliant Earth's share of the category quarter by quarter, indexed to 2024 Q4 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 |
K
Kay Jewelers
|
-1.0% |
| 2 |
J
Jared
|
-4.8% |
| 3 |
Z
Zales
|
-4.8% |
| 4 |
T
Tiffany & Co.
|
-10.6% |
| 5 |
C
Cartier
|
+19.2% |
| 6 |
J
James Avery Artisan Jewelry
|
+2.2% |
| 7 | D Diamonds Direct | -3.4% |
| 8 |
D
David Yurman
|
+12.8% |
| 9 |
S
Shane Co.
|
+7.4% |
| 10 |
H
Helzberg Diamonds
|
-5.5% |
| 14 |
B
Brilliant Earth
|
+17.6% |
Share of tracked category spend, indexed
Store footprint
Store map
23 tracked Brilliant Earth locations across 16 US states and DC.
Tracked stores by state
- California 4
- Maryland 2
- Ohio 2
- Pennsylvania 2
- Arizona 1
- Colorado 1
- District of Columbia 1
- Florida 1
- Georgia 1
- Illinois 1
- Massachusetts 1
- Michigan 1
- Missouri 1
- North Carolina 1
- Tennessee 1
- Virginia 1
- Washington 1
Customer overlap
Who shops at Brilliant Earth
Tracked chains Brilliant Earth customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
More trends