The lab-grown diamond jewelry landscape looks different today than it did a year ago. With the market in flux, and wholesale prices on a precipitous decline, consolidation in the sector is ramping up. Since its founding in 2021, the lab diamond jewelry brand Grown Brilliance has evolved into one of the category’s dominant players.
The brand’s recent acquisitions and retail expansion are a testament to that. As of 2025, Grown Brilliance has 14 locations across the country, including 13 stores open to walk-in customers and one, the NYC location on Fifth Avenue, that’s by appointment only.
“Our flagship store in NYC is set to open later this year in SoHo,” Jhaveri tells JCK.
Below, the lab diamond entrepreneur offers a glimpse of her vision.
When we spoke last year, I don’t recall you mentioning retail expansion. When did you decide to go all-in on brick-and-mortar stores and why?
We have always had plans to expand our stores. We opened three stores in 2023—Town Center in Boca Raton, Fla.; the Galleria in Houston; and in King of Prussia, Pa.—which was a test to see if brick-and-mortar retail was something we wanted to delve into. After seeing the success of these stores, we decided to open four new stores: in Los Angeles, West Village in Dallas, Chicago’s Gold Coast, and in Georgetown in Washington, D.C. Our customers have reacted with enthusiasm and positivity to all our retail stores, so we continue to expand into more markets.
The Clean Origin acquisition was to leverage the brand name in the e-commerce space. The six Clean Origin stores have been now converted to Grown Brilliance, because we feel that we were under-penetrated in those markets for Grown Brilliance. Clean Origin still continues to be an online platform for us to sell jewelry that is different yet wearable for our customers.
Can you talk about the merchandise mix in stores? Are the jewels largely bridal, or fashion, or a mix of both? Where do you see the biggest opportunity for growth?
Engagement rings being our most popular category, we are also known for high-quality and high-carat-weight tennis bracelets, eternity rings, and stud earrings. The biggest opportunity for Grown Brilliance today is in engagement ring upgrades. We believe that most people got engaged with a diamond smaller than what they would have wished for, at a time when lab-grown diamonds were not an option. A huge number of our customers want to upgrade to a larger diamond, and maybe even a fancy shape that used to cost them a premium in mined diamonds.
How has the lab-grown diamond wholesale price decline affected Grown Brilliance’s business?
Along with the lab-grown diamond wholesale price decline, there has been a huge decline in the value of mined diamonds as well. This has made customers realize that not only is it wiser to opt for a LGD, but they can also get the size, quality, and cut of diamond they have dreamt of all these years. For us, the price drop has not affected the demand, because when you sell high-quality diamonds, handcrafted jewelry at a reasonable price, and stand behind your brand, the customers see value in it.
What are your future plans? Do you envision further retail expansion?
For now, our main focus is to launch our flagship store in SoHo. After which we will be looking into areas where we feel our customers will benefit from a retail Grown Brilliance presence, and expand accordingly.
Top: The facade of the Grown Brilliance boutique in Los Angeles
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