A jewelry store that promises no “blood diamonds” opens in Cherry Creek

Brilliant Earth recently joined the ritzy retailers in Cherry Creek North.

staff photo
Jewelry on display at Brilliant Earth. (Courtesy of Brilliant Earth)

Jewelry on display at Brilliant Earth. (Courtesy of Brilliant Earth)

Brilliant Earth recently joined the ritzy retailers in Cherry Creek North.

The San Francisco jewelry provider opened last month on Fillmore Street to offer diamonds, gems and other jewelry without “a tragic history behind it.” Denver is Brilliant Earth’s sixth location behind its outposts in San Francisco, San Diego, Los Angeles, Boston and Washington, D.C.

“Jewelry represents a commitment between two people, and it should really be a symbol of not just your love but your values as well,” said Beth Gerstein, Brilliant Earth founder and co-CEO, in a video explaining her company.

Brilliant Earth is leasing 2,000 square feet of space for its spa-like, appointment-only showroom. The company said in a release that its diamonds and gemstones originate from mines that follow strict labor and environmental standards.

“In addition to responsible sourcing practices, Brilliant Earth is committed to initiating change in the jewelry industry, donating five percent of profits to help communities impacted by the jewelry trade build a brighter future,” the release states.

Business & data reporter Adrian D. Garcia can be reached via email at agarcia@denverite.com or twitter.com/adriandgarcia.

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