Brilliant Earth’s Lisa Perlmutter on resonating with Gen Z values

Brilliant Earth has been heralded as the “premiere Gen Z digital-first jeweler” by a managing director at Cowen, and for good reason too. The brand checks a lot of Gen Z’s priority boxes, from sustainability, inclusivity, and transparency to ethically sourcing diamonds using the blockchain and influencer marketing.

Leading the company’s global marketing strategy — including how it shapes its brand identity — is Lisa Perlmutter. Perlmutter has been at Brilliant Earth since 2019 and joins The Current Podcast to break down why the brand strives to be a part of the customer journey past the point of purchase.

“We’re making sure we’re with them every step of the way, from when he or she even has an inkling of an idea,” Perlmutter says. “And then we can really make sure we have the right content, the right influencers, and the right education because this isn’t just about selling. We want to make sure we’re educating our customers, they’re buying the right diamond, the right gemstone, and the right engagement ring.”

Elsewhere on the podcast, Perlmutter discusses why Brilliant Earth is “uber data-driven” and how its omnichannel strategy leads consumers into its physical showrooms.