Grown Brilliance’s New NYC Flagship Dazzles With Lab-Grown Diamond Chandelier

By Karen Dybis | October 21, 2025

For Grown Brilliance’s new flagship in New York City, brand founder Akshie Jhaveri worked closely with the store’s designers to realize her dream and ensure every detail is a reflection of her personal style.

It took about a year and a half from original concept to the Oct. 18 grand opening of the two-floor Grown Brilliance store at 121 Greene St. in Manhattan’s SoHo neighborhood, Jhaveri says.

Her favorite decor element in the store is a showstopping chandelier made with 1,500 cts. lab-grown diamonds—the winning design in a contest that Grown Brilliance, a specialist in lab-grown diamond jewelry, sponsored at New York’s Fashion Institute of Technology (FIT).

Jhaveri wanted a flagship in New York because the city is a global hub for design and creativity and so she could connect directly with New York clients and offer them a sensory experience for the brand’s jewelry.

Grown Brilliance Soho store — *Grown Brilliance held a grand opening for its Manhattan flagship on Oct. 18.*

“Over the past few years, we’ve seen incredible growth in our other locations, and we wanted a physical space in our home city that embodies our evolution—one that merges timeless luxury with conscious innovation,” she says.

Grown Brilliance operates 15 stores across the United States, with additional locations planned for Atlanta; Dadeland, Fla.; and Fort Worth, Texas.

The NYC store was designed by creative agency Zero Trillion and brought to life by architecture and design firm Currimbhoy & Associates. It features European oak floors, ambient lighting, brass accents, and lush green hues inside display cases and in other places. Green was chosen because gardening is one of Jhaveri’s passions and the color was a way to bring nature into the store.

“Besides the fact that it is my personal favorite, it reflects both our commitment to sustainability and a feeling of freshness and renewal, values that define lab-grown diamonds,” Jhaveri says. “We wanted a palette that felt modern yet timeless, luxurious yet natural. The green brings warmth and vibrancy to the space, while subtly nodding to our name.”

GB Soho interior — *Grown Brilliance founder Akshie Jhaveri wanted the new flagship’s interior to represent her personal style and says some areas within the store are like a glimpse into her living space.*

The chandelier, sparkling with fancy colored and white lab-grown diamonds, is valued at $1.2 million, Jhaveri says. It was designed by FIT senior Sienna D’Andrea as an entry in the Facets of Light contest, where students were asked to create a chandelier that “redefines the future of luxury, keeping in mind the brand’s ethos and beliefs,” Jhaveri explains.

The piece was crafted by Kacper Dolatowski, founder of custom light fixture company Axon Design and took 1,500 hours to make, she adds.

Grown Brilliance soho — *Wood, lighting, and earth colors come together for a warm ambience in the new Grown Brilliance store.*

“The chandelier is a true embodiment of what Grown Brilliance stands for—vision, craft, and collaboration,” Jhaveri says. “Sienna’s concept, inspired by the olive tree—a feature that exists in all GB stores—perfectly mirrors the values we hold as a brand: timelessness, care, and craftsmanship.”

She notes, “For us, this collaboration is more than a design feature—it’s a cultural statement. It celebrates youth, creativity, and the beauty of giving new voices a stage.

“The chandelier connects the space, the brand, and our audience in a way that feels intimate yet inspiring—just like the diamonds themselves.”

Top: The lab-grown diamond chandelier inside Grown Brilliance’s NYC flagship, which opened last weekend in the SoHo neighborhood (photos courtesy of Grown Brilliance)