GRWN, a brand-new lab-grown diamond jewelry company based in Los Angeles, has plans in the short term to show off its designs at June’s Paris Fashion Week, in the longer term to open a store by the end of the year, and ultimately to transform the world of luxury lab-grown diamonds, according to its cofounder and CEO Michael Pollak.
Pollak, a jewelry industry veteran, created GRWN with his son, marketing professional Jordan Pollak. Together with streetwear designer Aleali May (pictured), who serves as GRWN’s creative director, they are set to differentiate the brand in the jewelry marketplace through unique collections, smart collaborations, and a commitment to innovation, Pollak says.
At least one lab-grown diamond will be embedded in everything GRWN makes, whether for its jewelry or its upcoming art and apparel collabs. GRWN’s first collaboration, on men’s fashion and streetwear, is set to debut in June.
The brand is introducing its own cut, called Soleil, which will be available in the months to come on its website, says Jordan Pollak, noting that this signature cut is part of GRWN’s effort to stand out from the other lab-grown diamond companies.
He says GRWN also plans to gain attention through “monumental” statement pieces—extraordinary, bold jewels that could be worn by celebrities at red-carpet events like award shows and the Met Gala.
GRWN will offer ready-to-wear jewelry at affordable price points, with its core pieces priced from $500 to $7,500. “We want to democratize the availability of high-quality, finely made jewelry,” Michael Pollak says.
“This is new luxury,” Jordan adds. “It’s showing the next generation of consumers that you don’t need $20,000, $50,000, or $100,000 to walk into a store and get that Tiffany-type experience. There’s something for everyone.”
May says she appreciates GRWN’s approach and intends to use her role with the company to establish a “by us, for us” approach to fine jewelry. Her first GRWN collection, Metamorphosis, is inspired by the butterfly’s journey from cocoon to its fully realized beauty.
“It’s like my journey through jewelry and through design. It’s about the opportunities that have come to me in my career but it’s also about my evolution,” says May, who’s tasked with developing GRWN’s visual brand identity, designing jewelry collections, and crafting co-branded capsule collaborations.
“I want someone to come to GRWN and feel like they’re seeing themselves,” she continues. “There are aspirational pieces as well as pieces you feel comfortable wearing casually. You can also say you bought this from someone who looks just like me.”
Having May as creative director is one reason the Pollaks expect GRWN to be an innovator in making lab-grown diamonds a luxury jewelry staple. They see themselves as “a team of disruptors” in the jewelry space, says Pollak, though all three come to GRWN with impressive résumés.
May, a model, stylist, and social media star as well as designer, is best known for her work with Louis Vuitton and for being the first woman to design a unisex sneaker with Nike’s Jordan brand. Jordan Pollak is the founder of creative studio 5280 BOND, specializing in nontraditional licensing and partnerships. His has worked with such brands as Adidas, JBL, and Cash App/Visa to expand their fan bases and gain media hits.
Michael Pollak cofounded Hyde Park Jewelers and helped run the chain for more than 40 years (he sold Hyde Park in 2023). The Pollaks’ idea for GRWN grew in part out of Hyde Park’s experience with its Engage concept store, which focused on bridal jewelry and wedding brands. The millennial and Gen Z clients there showed intense interest in lab-grown diamonds, Pollak says.
“The consumer is changing, particularly that entry-level consumer. If they haven’t received gifts of jewelry, their first purchase will be an engagement ring,” he says. “At Engage, we saw the consumer go from buying 10% lab-grown to about 50%. I think the consumer is voting for lab-grown with their dollars.”
The Pollaks say GRWN has investors and advisers to facilitate its growth, including Eric Peng Cheng. The brand also has partnered with the Fashion Scholarship Fund (FSF), a nonprofit organization that supports young fashion industry talent. GRWN will offer its customers the opportunity to donate to FSF and will match up to $25 per donation, Michael Pollak says.
(Photos courtesy of GRWN)
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