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
AuctionsSep 18, 2026
7.52-Carat Unheated Paraíba Tourmaline Sells for $1.3M at Sotheby’s The top lot of the auction house’s Hong Kong jewelry sale was an Art Deco Mauboussin necklace with ruby beads, which sold for $2 million.
Policies & IssuesSep 18, 2026
Tariffs, Retail Crime Top of Mind at JA’s Annual Fly-In Retailers and manufacturers headed to the Capitol this week to discuss tariff exemptions for diamonds and gemstones, among other issues.
CollectionsSep 18, 2026
Nanis Transforms Its ‘Boule’ Into a Mirror Our Piece of the Week is a pair of drop earrings from the “Sway” collection featuring Nanis’ first use of mirror-polished gold.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
GradingSep 18, 2026
De Beers Introduces Faster Version of Diamond Screening Machine SynthDetect 2 can scan a full tray in less than five minutes, De Beers said, making it six times faster than its predecessors.
Weekly QuizSep 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsSep 18, 2026
Noonans To Auction Medieval Gold Seal Ring Recovered By 2 FriendsTwo metal detectorists discovered the ring, which may have belonged to English noblewoman Matilda of Lancaster, in Suffolk.
Policies & IssuesSep 17, 2026
Tariffs on India Could Increase as Russian Sanctions Bill Heads to Trump’s DeskThe bill has a provision that allows the president to raise tariffs on countries that import Russian oil and gas to as much as 100 percent.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
Events & AwardsSep 17, 2026
This Is the Winner of the 2026 Robert M. Shipley AwardThe American Gem Society presented the annual award to a former president of its board.
CollectionsSep 17, 2026
Cynthia Erivo, Zoë Chicco’s Jewelry Collab Is an Ode to TransformationThe “Chrysalis” capsule centers butterfly motifs representing growth, transformation, and the unfolding of who you are.
Events & AwardsSep 17, 2026
Louisiana Retailer Kevin Patton Wins Lifetime Achievement AwardJewelers of Louisiana presented Patton, the third-generation president of Pattons Fine Jewelry, with the award at its annual convention.
PodcastsSep 16, 2026
Episode 9: Remembering Cindy EdelsteinTwo special guests join the podcast to commemorate the 10th anniversary of the designer advocate, mentor, and author’s untimely passing.
CollectionsSep 16, 2026
Jessica McCormack, L’Objet Collab on Homewares CollectionMcCormack brings sea-inspired motifs from her “Beaches” collection to L’Objet’s tableware, vanity pieces, and first-ever cutlery set.
CrimeSep 16, 2026
JSA Issues Warning to NJ Jewelers After Rash of Smash and GrabsNine New Jersey jewelers have been victims of smash-and-grab robberies this year, prompting JSA to circulate a list of recommendations.
IndependentsSep 16, 2026
Bromberg & Co. Names New PresidentMarlin “Brian” Hood, who has been with the store for 20 years, will succeed Ricky Bromberg, who died earlier this month.
MajorsSep 16, 2026
Midas Chain Releases ‘House of Midas’ Bridal CatalogThe new bridal catalog features the latest jewelry collections and designs from timeless classics to modern silhouettes.
EditorsSep 15, 2026
2026 Emmys Jewelry: An Either/Or Proposition Stars wore either a necklace or earrings at 78th Primetime Emmy Awards but rarely both, Natalie Francisco notes.
ColumnistsSep 15, 2026
The Levels Your Website Must Clear Before AI Recommends YouJennifer Shaheen compares this new era of AI-powered SEO to a video game: your website must clear one level before advancing to the next.
IndependentsSep 15, 2026
Armadani Launches Retail Support Program for Holiday SeasonThe program highlights “Made in Italy” fine jewelry with digital merchandising, sales education, and local marketing support.
EditorsSep 15, 2026
Q&A: Signet Jewelers’ Joan Hilson on Diamond Demand, the HolidaysHilson, Signet’s chief operating and financial officer, discussed Q2, resurgent natural diamond demand, and why Blue Nile is a standout.
ColumnistsSep 14, 2026
Sherry Smith: Stop Waiting for December to Save Your ChristmasThe stores that have a great December are the ones that made good decisions in August, September, and October, Sherry Smith writes.
AuctionsSep 14, 2026
22 Carats of ‘Sunshine’ Are Up for AuctionThe 22.09-carat fancy yellow “Pragnell Kimberley Sunshine Diamond” is part of the fall jewelry sale at Heritage Auctions.
IndependentsSep 14, 2026
Greenwich St. Jewelers to Unveil Photography Exhibition“Adornos: Jewelry, Memory & What We Pass Down” honors the jewelry’s importance to New York City’s Latine communities.
SourcingSep 14, 2026
Gemfields Sells All Lots at First Emerald Auction in 9 MonthsThe company’s managing director of sales said the results demonstrate “continued strong demand for commercial-quality emeralds.”
SourcingSep 14, 2026
Diamonds Do Good Pledges Support for Eye Care ProgramThe nonprofit awarded a grant to the Gift of Sight initiative spearheaded by South African musician Black Coffee.
CollectionsSep 11, 2026
A Sapphire ‘Stardust’ Ring From Greenwich St. Jewelers The Latine-owned New York jeweler is marking two milestones this year: its 50th anniversary and the 25th anniversary of the 9/11 attacks.
MajorsSep 11, 2026
The Wishing Place by JTV OpensThe jewelry retail broadcast network has sponsored a new space for Make-A-Wish East Tennessee on its campus in Knoxville.
