Editor’s Note
Grown Brilliance, a leader in lab-grown diamond jewelry, has officially opened its first flagship store in New York City’s SoHo district. The new two-story location is designed to offer an immersive experience for customers exploring its exclusive collections.
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 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 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.
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.
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.
