Rascasse Audience Intelligence

Brilliant Earth Target Market in United States

A data profile of the people who buy, follow and care about Brilliant Earth in United States — modelled from more than twelve digital signal sources. Brilliant Earth has an estimated audience of 4,021,260 people in United States.

#825among Brand in United States#396in Fashion & Accessoires

The average Brilliant Earth fan in United States is 38.0 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, New York.

Top brand affinities include Helzberg Diamonds, Zales, Planet Fitness, with strongest over-indexing on Helzberg Diamonds (16.78× the country average).

Demographically, the Brilliant Earth audience skews more female with an average age of 38.0, and over-indexes on personality traits such as Indulgence, Luxury Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Brilliant Earth fan in United States is more female, around 38.0 years old, with strong Indulgence tendencies and a notable affinity for Helzberg Diamonds.

Category: Fashion & Accessoires · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Brilliant Earth profile in United States.

Audience size
4M
in United States
Gender
79.7%♀
20.3% male
Age
38.0
average years
Country rank
#8027
Brand in United States
Fig. 01

Search interest · 12-month trend

+19%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Brilliant Earth

79.7% are female, 20.3% are male, average age 38.0.

Fig. 02

Gender split

79.7%
Female
20.3%
Male
Demographic split for Brilliant Earth audience in United States
MetricValue
Female79.7%
Male20.3%
Average age38.0
Estimated audience size4,021,260
Fig. 03

Age distribution

Ø 38.0
average years
Age distribution of the Brilliant Earth audience in United States
Age bracketShare%
16-1923%
20-2923%
30-3917%
40-4916%
50+22%
Fig. 04

Worldwide distribution

81.9%

of the worldwide Brilliant Earth audience comes from United States.

Worldwide audience distribution share by country for Brilliant Earth
CountryShare
United States81.9%
Canada4.5%
United Kingdom4.0%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Brilliant Earth audience in United States is strongest.

Fig. 05

Top regions by affinity

Brilliant Earth customers by region in United States
#RegionReachAffinity×
01Washington, District of Columbia~30K2.15×
02Massachusetts~200K1.95×
03Colorado~90K1.46×
04Maryland~90K1.40×
05New York~300K1.37×
06Washington~100K1.35×
07California~600K1.29×
08Illinois~200K1.26×
09Virginia~100K1.25×
10New Hampshire~20K1.20×
11Ohio~100K1.18×
12Minnesota~70K1.17×
13Pennsylvania~200K1.16×
14Oregon~50K1.14×
15Tennessee~90K1.11×
16Texas~400K1.09×
17Michigan~100K1.08×
18North Carolina~100K1.07×
19Georgia~100K1.04×
20New Jersey~100K1.04×
21Rhode Island~10K1.02×
22Arizona~80K1.00×
23Connecticut~40K0.98×
24Maine~10K0.97×
25Missouri~60K0.96×
26South Dakota~9K0.96×
27Florida~200K0.92×
28Wisconsin~50K0.90×
29Hawaii~20K0.90×
30Nebraska~20K0.88×
31North Dakota~7K0.88×
32South Carolina~50K0.87×
33West Virginia~20K0.87×
34Delaware~9K0.87×
35Vermont~6K0.87×
36Alaska~7K0.86×
37Iowa~30K0.83×
38Kentucky~40K0.81×
39Indiana~60K0.79×
40Montana~8K0.78×
41Idaho~20K0.77×
42Alabama~40K0.76×
43Louisiana~40K0.76×
44Arkansas~20K0.76×
45Kansas~20K0.73×
46Oklahoma~30K0.70×
47Nevada~30K0.70×
48Mississippi~20K0.69×
49Utah~20K0.67×
50New Mexico~10K0.57×
Fig. 06

Affinity by region

Affinity by region — Brilliant Earth, United States
0.57×1.00×2.15×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Brilliant Earth audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Brilliant Earth audience
#·InterestCategoryAffinity×
01Helzberg DiamondsShopping16.78×
02Reeds JewelersFashion & Accessoires11.10×
03ZalesFashion & Accessoires9.90×
04Kendra ScottFashion & Accessoires4.51×
05Kate SpadeFashion & Accessoires3.65×
06Engagement ringFashion & Accessoires3.42×
07Diaper bagKids & Family3.30×
08Cracker Barrel Old Country StoreFood & Beverages3.09×
09Nordstrom rackFashion & Accessoires2.21×
10Planet FitnessSports2.17×
11J. C. PenneyShopping2.03×
12SephoraShopping1.98×
13ULTA BeautyBeauty & Wellness1.98×
14Discount storesShopping1.97×
15Dollar TreeShopping1.96×
16IKEAHome & Garden1.90×
17Hobby LobbyHome & Garden1.81×
18Shopping mallsShopping1.65×
19NordstromShopping1.56×
20MSNNews1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Brilliant Earth audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Brilliant Earth audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.85×
Luxury OrientationPREMIUM1.81×
Price SensitivityPREMIUM1.65×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Brilliant Earth audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.75×
Need for SecurityCONSERVATISM0.89×
Risk AppetiteTHRILL0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Brilliant Earth's target market in United States?

Brilliant Earth's target market in United States covers an estimated 4,021,260 people, concentrated in California and Texas.

02

What is the gender split and age of Brilliant Earth customers?

79.7% of the Brilliant Earth audience are female, 20.3% are male, with an average age of 38.0 years.

03

Which brands do Brilliant Earth fans like most?

Brilliant Earth fans show strongest brand affinity for Helzberg Diamonds (16.78×), Zales (9.9×), and Planet Fitness (2.17×) over the country average.

04

Where do Brilliant Earth fans live in United States?

Brilliant Earth fans in United States are most concentrated in California (reach ~600K), Texas (reach ~400K), and New York (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Brilliant Earth fans also like?

Beyond Brilliant Earth itself, the audience over-indexes on Zales (9.9×), Planet Fitness (2.17×), Engagement ring (3.42×), and Diaper bag (3.3×) compared to the United States average.

Appendix

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How to read this data

Audience size is the estimated number of people in United States who actively search for Brilliant Earth. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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