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
EditorsMar 02, 2026
Jewelry at the Actor Awards: Reimagining Hollywood GlamourDiamond jewelry was the star of the event formerly known as the SAG Awards.
SurveysMar 02, 2026
Consumer Confidence Edges Up in FebruaryConsumers were somewhat less worried about the future, though concerns about rising prices and politics remained.
Events & AwardsMar 02, 2026
JVC to Honor Rebecca Foerster at Annual LuncheonFoerster is this year’s Stanley Schechter Award recipient.
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.
Events & AwardsMar 02, 2026
JFC Names 2026 ‘Facets’ Honorees Sponsorships and tickets to the annual fundraising event, set for May 31, are available now.
Weekly QuizFeb 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeFeb 27, 2026
Man Charged in Murders of Father, Son Jewelers in ChicagoChicago police and members of the U.S. Marshals Service tracked down the 35-year-old suspect earlier this week in St. Louis.
SourcingFeb 27, 2026
South African Diamond Mine Closes Amid Search for Missing WorkersOwners of the Ekapa Mine reportedly filed for liquidation about a week after a mudslide trapped five workers who have yet to be found.
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.
MajorsFeb 27, 2026
Jewelers Mutual to Donate $10M to Savannah College of Art and DesignA 10-year alliance has also begun to address the shortage of bench jewelers through scholarships, enhanced programs, and updated equipment.
CollectionsFeb 27, 2026
Renato Cipullo Turns Gold into HardstonesThe “Splendente” collection has evolved to feature hardstone letter pendants, including our Piece of the Week, the onyx “R.”
AuctionsFeb 26, 2026
Noonans to Auction Lady Wardington’s JewelryThe jewelry collection belonged to “one of society's most glamorous and beautiful women of the mid-20th century,” said the auction house.
SourcingFeb 26, 2026
Anglo American CEO Gives Insight Into De Beers SaleThe update came as Anglo took its third write-down on the diamond miner and marketer, which lost more than $500 million in 2025.
ColumnistsFeb 26, 2026
Practical Ways Jewelers Can Leverage AI in 2026Emmanuel Raheb discusses the rise of “GEO” and the importance of having well-written, quality content on your website.
CrimeFeb 26, 2026
Three Sentenced in California Jewelry HeistEach received around four years for burglarizing a jewelry store and a coffee shop in Simi Valley, California, last May.
Events & AwardsFeb 26, 2026
GIA Names 2026 Jewelry Design Contest Winner, Retires Annual AwardCatherine Aulick, a GIA graduate, received the ninth and final Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.
TrendsFeb 25, 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.
SourcingFeb 25, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
EditorsFeb 25, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
PodcastsFeb 25, 2026
Episode 2: Jewelry Trends & Does the Red Carpet Matter?Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.
WatchesFeb 25, 2026
Private Equity Firms Write Down Value of Breitling, Report SaysThe Swiss watchmaker is battling declining sales amid a rapid retail expansion, according to a Financial Times report.
CollectionsFeb 25, 2026
Rahaminov Diamonds’ New Campaign Honors Its MatriarchThe campaign celebrates Giustina Pavanello Rahaminov, the co-founder’s wife and matriarch of the family-owned brand, for her 88th birthday.
IndependentsFeb 25, 2026
Borsheims Names 2025 ‘Ike-It’ Award WinnerRachel Bennett, a senior jeweler who has been with Borsheims since 2004, earned the award.
Policies & IssuesFeb 24, 2026
IEEPA Tariffs Terminated, New 10% Tariff Already ImposedAfter the Supreme Court struck down the IEEPA tariffs, President Trump imposed a 10 percent tax on almost all imports via a different law.
IndependentsFeb 24, 2026
Sherry Smith Now Principal Partner at The Retail SmithsThe industry veteran, who was with The Edge Retail Academy for 14 years, joins her husband at the company he founded in 2022.
IndependentsFeb 24, 2026
Yafa Signed Jewels to Open Store in MiamiThe vintage signed jewelry retailer chose Miami due to growing client demand in the city and the greater Latin American region.
WatchesFeb 24, 2026
Chrono24 Names New VP, U.S. General ManagerFormer Flight Club executive Jin Lee will bring his experience from the sneaker world to the pre-owned watch marketplace.
SourcingFeb 23, 2026
Designer Eddie Sakamoto, a Humble Artist, Dies at 72Sakamoto, who died in mid-January following a sudden illness, is remembered for his humility and his masterful, architectural designs.
