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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.
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