Brilliant Earth introduces the “Rethink everything you know about diamonds” campaign and introduces the Jane Goodall collection

Campaign solidifies the company's two decades of industry-defining leadership in diamonds

Brilliant Earth's Jane Goodall Collection

SAN FRANCISCO, Sept. 26, 2024 (GLOBE NEWSWIRE) — Brilliant Earth Group, Inc. (“Brilliant Earth” or the “Company”) (Nasdaq: BRLT), an innovative global leader in ethical jewelry, today announced the Launch of the “Rethink Everything You Know About Diamonds” campaign with the debut of the Jane Goodall Collection. Continuing the company's partnership with famed conservationist Dr. Jane Goodall highlights the Brilliant Earth and Dr. Jane Goodall's shared vision of environmental protection. The “Rethink Everything You Know About Diamonds” campaign invites consumers to discover the company’s leadership in diamonds over nearly two decades, starting with its groundbreaking ethical sourcing standards. Over this time, Brilliant Earth has been committed to pioneering innovation in both natural and lab-grown diamonds, while remaining steadfast in delivering expert craftsmanship, design and a seamless, highly personalized customer experience.

Since its inception, Brilliant Earth has been challenging the industry to rethink how diamonds are sourced and jewelry is made. The “Rethink Everything You Know About Diamonds” campaign reinforces the company’s industry-defining innovations in natural and lab-grown diamonds and highlights Brilliant Earth’s groundbreaking diamond collections and standards. By promoting transparency and responsible behavior, Brilliant Earth not only redefines ethical luxury, but also empowers consumers to make impactful choices that reflect their values ​​and shape a better future. The launch of the Jane Goodall Collection represents a pivotal moment for Brilliant Earth and further underscores the company's planet-first ethos and commitment.

“Brilliant Earth was founded almost 20 years ago with the aim of paving the way for ethical and sustainable jewelry. Since then, we have challenged many to rethink their choices, such as our Rethink Everything You Know About Diamonds campaign, which invites consumers to change their perception of diamonds and recognize the profound impact their choices can have on both communities and the environment,” said Beth Gerstein, co-founder and CEO of Brilliant Earth. “The collaboration with Dr. Jane Goodall launching the Jane Goodall Collection as part of 'Rethink' was a natural fit. Her lifelong work in conservation and her ongoing commitment through the Jane Goodall Institute are just a few examples of how she inspires future generations to take action to protect our planet.”

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The Jane Goodall collection is made from Brilliant Earth's industry-leading, ethically and sustainably sourced materials. The limited-edition collection features Brilliant Earth's Capture Collection diamonds, which are produced in clean energy facilities using CO2₂ before it enters the atmosphere. Each piece is made from certified recycled gold sourced from responsible refineries.

“Brilliant Earth and I are united in our mission to improve the planet for future generations, and I deeply admire their unwavering commitment to ethical and sustainable practices,” said Dr. Jane Goodall. “The Jane Goodall Collection is a tribute to my beloved Tanzania and a powerful reminder to consumers that their conscious choices in everyday life can make meaningful changes. We all play a role and influence our shared future.”

The collection's Tanzania-inspired motif focuses on banana leaves, valued for their natural beauty and their role as an important part of daily life in communities around the world. Ten percent of the Jane Goodall Collection's proceeds benefit the Jane Goodall Institute*, funding important work to protect and restore critical habitats, support the health and education of women and girls, nurture local livelihoods, and mobilize the next generation from environmental managers.

The Jane Goodall Collection is available now on BrilliantEarth.com and in Brilliant Earth's 40 showrooms nationwide.

About Brilliant Earth

Brilliant Earth is a digitally native, omnichannel fine jewelry company and a global leader in ethical jewelry. With full-year revenue of $446 million in 2023 and twelve consecutive quarters of positive Adjusted EBITDA since going public in 2021, the company's mission since its founding in 2005 has been to create a more transparent, sustainable and compassionate jewelry industry. Headquartered in San Francisco, California and Denver, Colorado, Brilliant Earth has more than 35 showrooms throughout the United States and has served customers in over 50 countries worldwide.

*Jane Goodall Legacy Foundation Fund, a designated fund of the Communities Foundation of Texas. The Communities Foundation of Texas is a registered 501(c)(3). The Jane Goodall Legacy Foundation supports conservation, research and education programs of the Jane Goodall Institute. Donation amounts are net of shipping, taxes and returns paid by Brilliant Earth.

About the Jane Goodall Institute

The Jane Goodall Institute is a global, community-focused conservation organization founded in 1977, reflecting the vision and work of Dr. Jane Goodall is pushing forward. By understanding, protecting and improving the welfare of chimpanzees and other great apes while encouraging action to protect the natural world we all share, we improve the lives of people, other animals and the environment. Learn more at janegoodall.org. Follow Jane and JGI on Facebook.com/JaneGoodall and @janegoodallinst on Instagram and Twitter.

Media contact:

Marisa Ochoa

[email protected]

Investor relations:

Colin Bourland
[email protected]

A photo accompanying this announcement can be found at

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