4 Technology Enabled, Data-Driven Business Model DataCapabilities Drive The Brilliant Earth Experience Tech-enabled data analysis drives curated Customer interactions are tracked and analyzed product assortment in-store and online in an integrated CRM / ERP system Refined testing and sophisticated algorithms Rapidly growing customer base resulting in optimize e-commerce platform larger first-party data warehouse Product development cycle based on data-driven Leverage first- and third-party data to inform insights from consumer preferences real estate decisions 12