GRWN Debuts First Flagship Store in Los Angeles

By Karen Dybis | September 23, 2025

Father-and-son duo Michael and Jordan Pollak say they are taking their fine jewelry brand GRWN to the next level with the opening of its first retail location, in the West Hollywood Design District.

Opened Sept. 6, GRWN’s flagship boutique sits at the intersection of Robertson Boulevard and Melrose Avenue, one of Southern California’s most style-forward shopping destinations.

“The neighborhood is home to iconic houses and leaders of the new luxury generation, including Jacquemus, Chrome Hearts, H. Lorenzo, and Maxfield’s. Being part of this community places GRWN at the intersection of design, fashion, and culture—exactly where our brand belongs,” Jordan Pollak says.

GRWN interior — *GRWN worked with Studio Bucky to design a sleek interior that highlights the brand’s vision for lab-grown diamonds and its diamond-studded jewelry and clothing.*

Design of the store symbolizes GRWN’s jewelry philosophy, which Pollak describes as a combination of innovation and intention. The interior focuses on the customer’s sensory experience, highlighting the GRWN aesthetic and telling the story behind GRWN’s exclusive use of lab-grown diamonds (the company has a proprietary lab-grown diamond line, GRWN by the Sun).

“It’s a space where guests can explore the journey of lab-grown diamonds, design their own one-of-a-kind bespoke engagement ring or signature jewelry piece, and experience our full couture collection firsthand,” Pollak says. “Opening now allows us to expand beyond digital touchpoints and create a physical home for our brand where creativity, craftsmanship, and community converge.”

The Pollaks created the flagship’s look with Studio Bucky, a New York City–based architecture and interior design founded by Alexander Buckeridge. Nagami, a Spanish design studio known for large-format 3D printing using recycled materials, created a custom sculptural installation for the store: a nine-foot crystal-shaped structure that houses dual-facing jewelry displays.

GRWN front — *This dual-facing display structure in the new GRWN store connects the exterior and the interior.*

Jewelry displayed in the structure faces both the store’s interior and the street, inviting passersby into the boutique. Its color has special meaning as well, Pollak notes.

“The gradient ombré in purple hues ties directly to our brand identity, transforming the space into a living expression of GRWN’s commitment to art, design, and environmental responsibility,” he says.

Inside the GRWN store, shoppers find three distinct spaces. The showroom is the gallery-like main area where customers can try on jewelry, enjoy its Bridal Bar experience, and browse GRWN-branded non-jewelry merchandise. There’s a private VIP room for appointments between bespoke clients and stylists, while the office is a back-of-the-house area where the Pollaks hang out to brainstorm new collections and marketing plans.

The store showcases two of GRWN’s main collections: Legacy Links and Diamond Essentials. Legacy Links features bracelets and necklaces using GRWN’s signature hexagonal link, engraved with the brand name. Diamond Essentials offers everyday jewelry as well as statement pieces, all made with lab-grown stones.

“Our favorite design element is the harmony between the installation and the space itself, how sustainability, innovation, and artistry come together to create a truly unique environment,” Jordan Pollak says of the new store. “It’s not just decor; it’s a reflection of what GRWN stands for.”

Top: GRWN’s store, which held a grand opening party on Sept. 4 and opened to the public on Sept. 6, occupies a key corner in West Hollywood. (Photos courtesy of GRWN)