IndependentsSep 25, 2025
Alex Moss’ New Flagship Brings Bold Jewels to SoHoLab-GrownOct 21, 2025
Grown Brilliance Opens First Flagship
The New York City store showcases a chandelier with 1,500 carats of lab-grown diamonds designed by an FIT student.
Grown Brilliance’s flagship is located at 121 Greene Street in the SoHo neighborhood of New York City.
New York—Lab-grown diamond jewelry brand Grown Brilliance has opened its first flagship in the SoHo neighborhood of New York City.
The store, located at 121 Greene Street, opened on Saturday, following a celebratory grand opening party on Thursday.
With two floors spanning 2,500 square feet, the space was created to showcase the most exclusive Grown Brilliance collections in a refined, immersive setting, the brand said.
“The Grown Brilliance flagship in SoHo is more than a store, it’s a world I’ve dreamed of creating. After 18 months of work, every detail reflects my personal taste, from the textures and materials to the jewelry itself,” said Akshie Jhaveri, founder of Grown Brilliance.
“I want our customers to feel as though they’re stepping into my living room—warm, inviting, and inspiring rather than intimidating.”
The interior design was inspired by the aesthetic of the sustainability-focused luxury hotel and resort brand 1 Hotel.
Creative agency Zero Trillion worked with architecture firm Currimbhoy & Associates to design the space.
The store, located at 121 Greene Street, opened on Saturday, following a celebratory grand opening party on Thursday.
With two floors spanning 2,500 square feet, the space was created to showcase the most exclusive Grown Brilliance collections in a refined, immersive setting, the brand said.
“The Grown Brilliance flagship in SoHo is more than a store, it’s a world I’ve dreamed of creating. After 18 months of work, every detail reflects my personal taste, from the textures and materials to the jewelry itself,” said Akshie Jhaveri, founder of Grown Brilliance.
“I want our customers to feel as though they’re stepping into my living room—warm, inviting, and inspiring rather than intimidating.”
The interior design was inspired by the aesthetic of the sustainability-focused luxury hotel and resort brand 1 Hotel.
Creative agency Zero Trillion worked with architecture firm Currimbhoy & Associates to design the space.
The store features warm ambient lighting, brass accents, and green hues
The lower level includes an in-house café and bar
The flagship features warm ambient lighting, European oak floors, brass accents, and lush green hues.
The lower level, which highlights the brand’s high jewelry offerings, also includes an in-house café and bar.
A highlight of the flagship is the chandelier displayed above the staircase.
Grown Brilliance partnered with the Fashion Institute of Technology (FIT) to launch its Facets of Light contest, which challenged students to design a centerpiece that “redefines the future of luxury” while keeping in mind the brand’s ethos and beliefs.
The brand developed the contest to empower the next generation of creators, it said.
The winning design was a chandelier created by Sienna D’Andrea, a senior at FIT in the spatial experience design program.
A chandelier with 1,500 carats of fancy-colored and white lab-grown diamonds designed by FIT student Sienna D’Andrea, who won the Facets of Light contest. It is estimated at $1.2 million.
The chandelier features 1,500 carats of fancy-colored and white lab-grown diamonds.
D’Andrea’s design was fabricated by Kacper Dolatowski, founder of Axon Design Inc., a multi-disciplinary design studio specializing in innovative lighting concepts.
“My goal was to create a chandelier that captures the essence of an olive tree—a symbol of peace, wisdom, and longevity. These qualities beautifully mirror the values behind the brand’s diamonds: timelessness, care, and craftsmanship,” said D’Andrea.
“As a focal point of the space, the chandelier is designed to connect the environment to its visitors with a cultivated, intimate, and botanical atmosphere.”
The chandelier has an estimated value of $1.2 million.
It is a symbol of the brand’s mission to empower youth and young women by giving them a platform to shine, said Grown Brilliance.
The brand said it will continue this commitment through future collaborations with female artists whose work will be showcased in the space.
Grown Brilliance’s SoHo flagship marks a milestone in the brand’s retail expansion in the United States.
It has 14 stores in the U.S., with locations in Los Angeles; Dallas; Washington, D.C.; and Boca Raton, Florida.
Four additional stores are slated to open by the end of 2025 in Boston; Atlanta; Miami; and Fort Worth, Texas.
More on Lab-Grown
The Latest
CollectionsMar 12, 2026
Jessica McCormack Sends Gold, Gemstones Into ‘Orbit’McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.
Events & AwardsMar 12, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on Friday.
TechnologyMar 12, 2026
Caratwise Launches, Names Former Signet Exec CEO The new smart design software allows jewelers to configure, price, and confirm a custom engagement ring in real time for in-store customers.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
SourcingMar 12, 2026
Grandview Klein Opens New Factory in South Africa The 10,000-square-foot diamond manufacturing facility officially opened in late February and employs 50 people.
Weekly QuizMar 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsMar 12, 2026
MJSA ‘Future of Jewelry Making’ Scholarship Applications OpenThe MJSA Education Foundation’s scholarships support students pursuing jewelry careers.
AuctionsMar 11, 2026
‘Spectacular’ 26-Carat Diamond Going Up for Auction in London The largest white diamond to come to market in the U.K. in more than a decade, the VVS1, I-color stone is expected to top $1 million.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
TechnologyMar 11, 2026
Cast Jewelry’s Rachel Skelly on Coming Back Online Only Skelly shares her plans for reimagining the fine jewelry retailer she re-acquired after it faltered last year.
CollectionsMar 11, 2026
Pyrrha Highlights ‘The Space Between’ In New CollectionThe collection takes inspiration from the emotional space between people, moments, and experiences.
IndependentsMar 11, 2026
From the Jazz Age to the Information Age: London Jewelers Turns 100In 2026, the jewelry retailer is celebrating a milestone only a small percentage of family-owned businesses survive to see.
IndependentsMar 11, 2026
Virginia Jewelers Raise Nearly $30K for Children’s HospitalThe group of jewelers held a jewelry raffle in support of the Children’s Hospital of Richmond at VCU.
FinancialsMar 10, 2026
Signet Jewelers’ Q4 Sales Fall Flat The jewelry giant released preliminary results for the fourth quarter and full year on Monday, with final results slated to come next week.
MajorsMar 10, 2026
Saks Global to Close 15 More StoresThe retailer also gave an update on its vendor partnerships.
TrendsMar 10, 2026
Messika Names Julianne Moore as AmbassadorThe award-winning actress is the “epitome of modern allure,” the brand said.
CollectionsMar 10, 2026
Gemstones ‘Bloom’ in Sorellina’s New CollectionThe “Bloom” collection draws from the flower power movement of the 1960s and ‘70s with inlay pendants offered in eight colorways.
Events & AwardsMar 10, 2026
Diamond-Studded Painting Shines at RJO Foundation AuctionThe unique piece was one of the custom works offered at the foundation's recent silent art auction, which garnered nearly $15,000 in total.
TrendsMar 09, 2026
Jake Gyllenhaal Is Bulgari’s Latest AmbassadorBulgari named Gyllenhaal as its brand ambassador for his embodiment of artistic depth, intellectual curiosity, and warmth.
Events & AwardsMar 09, 2026
TJS Announces 2026 Scholarship WinnersAwards were given to four students, one apprentice, and an emerging jeweler.
AuctionsMar 09, 2026
Joanna Carson’s Jewels Lead White-Glove SaleThe top jewelry lot of the late model’s estate sale, hosted by John Moran Auctioneers, was an Oscar Heyman & Brothers for Cartier necklace.
GradingMar 06, 2026
Tom Moses Leaving GIA After Nearly 50 YearsMoses, who started at GIA’s Santa Monica lab in 1976, will leave the Gemological Institute of America in May.
CollectionsMar 06, 2026
Zome’s ‘Solara’ Earrings Embody Celestial BeautyThe earrings, our Piece of the Week, feature pink tourmalines as planets orbiting around an aquamarine center set in 18-karat rose gold.
MajorsMar 06, 2026
Pomellato’s 2026 IWD Campaign Spotlights Economic Abuse“The Price of Freedom” campaign video for International Women’s Day confronts the quiet violence of financial control.
Policies & IssuesMar 05, 2026
Tariffs to Increase to 15% This Week, Treasury Secretary Says Also, a federal judge has ordered that companies that paid tariffs implemented under the IEEPA are entitled to refunds.
CollectionsMar 05, 2026
Common Era Honors ‘Difficult Women’ in CollectionThe ever-growing collection, which just expanded with the addition of Olga of Kyiv, features cameos of 12 women from history.
TrendsMar 05, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
Events & AwardsMar 05, 2026
AGS Announces Conclave 2026 Speaker LineupThe annual event will be held in Orlando, Florida, from Sept. 14-17.
