We see limited prospects here

Article Excerpt

You should remain wary of stocks that attract broker/media attention because of high-profile products or services, and their business models. Here’s a closer look at one stock with risks that prospective investors should take into consideration: BRILLIANT EARTH, $1.50, (Nasdaq symbol BRLT; TSI Rating: Extra Risk) (Shares o/s: 99.1 million; Market cap: $154.0 million; No dividends paid) is a direct-to-consumer retailer that claims to provide customers with what it calls the best in ethically sourced diamonds and other jewellery. Brilliant Earth operates in a highly competitive jewellery market, although its niche does set it apart. But if that niche proves especially lucrative, it’s very likely that big rivals, such as Tiffany & Co., will bring more lab-grown gems to market. The company launched its IPO in September 2021. As long-time readers know, we are wary of new or recent stock issues in general. We’re even more wary when insiders control the firm through multiple-voting shares—founders Beth Gerstein and Eric Grossberg, who still run the business, control…