First Look: Grown Brilliance debuts NYC flagship — four more stores to follow
Lab-grown diamond brand Grown Brilliance is expanding its footprint ith a new luxury store — and additional locations are waiting in the wings.
The female-founded jewelry company opened its debut flagship in New York City’s SoHo neighborhood on Greene Street, marking its 14th location nationwide. Grown Brilliance plans to open four additional locations by the end of 2025, with sites in in Boston; Atlanta; Dadeland, Fla.; and Fort Worth, Texas.
The 2,500-sq.-ft., two-floor SoHo store showcases the brand's most exclusive collections, including rings, necklaces, bracelets and more, in a “refined, immersive setting." It also features an in-house cafe and bar.
The flagship was designed by creative agency Zero Trillion and constructed by Curruimbhoy & Associates. Grown Brilliance says warm ambient lighting, European oak floors, brass accents, and lush green hues aim to make the space “both refined and approachable." The space is enhanced with "thoughtful" details in architecture, furniture, digital integrations and signature services.
- Image courtesy of Grown Brilliance.
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Image courtesy of Grown Brilliance. -
Image courtesy of Grown Brilliance. -
Image courtesy of Grown Brilliance.
The centerpiece of the boutique is a chandelier that sparkles with 1,500 carats of fancy-colored and white lab-grown diamonds. Grown Brilliance said it partnered with the Fashion Institute of Technology to launch a contest to design the fixture, inviting students to envision a centerpiece that redefines the future of luxury, keeping in mind the brand ethos and beliefs. The winning design was created by Sienna D’Andrea and brought to life by Kacper Dolatowski, founder of Axon Design Inc.
“The Grown Brilliance flagship in Soho is more than a store, it’s a world I’ve dreamed of creating,” said founder Akshie Jhaveri. “After 18 months of work, every detail reflects my personal taste, from the textures and materials to the jewelry itself. I want our customers to feel as though they’re stepping into my living room: warm, inviting, and inspiring rather than intimidating.”
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Grown Brilliance currently operates 14 stores across the U.S., with locations in Los Angeles, Dallas, Washington, D.C., Houston, Chicago and Boca Raton, Fla.
