Grown Brilliance opens new flagship in NYC

Grown Brilliance opened on Friday its first flagship store in New York City’s SoHo neighborhood, as part of the jewelry brand’s U.S. retail expansion.

Located at 121 Greene Street, the two-floor, 2,500-square-foot space houses the brand’s most exclusive collections, as well as an in-house café and bar. Designed by creative agency Zero Trillion and realized by Curruimbhoy & Associates, the store pairs warm ambient lighting with European oak floors, brass detailing, and lush green tones to create an atmosphere that’s meant to feel both refined and approachable. 

At the center of the boutique’s design narrative is a custom chandelier born from Grown Brilliance’s collaboration with the Fashion Institute of Technology (FIT). The brand launched the “Facets of Light” contest, inviting students to envision a centerpiece that redefines the future of luxury, keeping in mind the brand ethos and beliefs.

“The Grown Brilliance flagship in Soho is more than a store, it’s a world I’ve dreamed of creating. After 18 months of work, every detail reflects my personal taste, from the textures and materials to the jewelry itself,” said founder Akshie Jhaveri.

“I want our customers to feel as though they’re stepping into my living room: warm, inviting, and inspiring rather than intimidating.”

The SoHo flagship adds to Grown Brilliance’s growing retail presence, which currently spans 14 locations across the U.S., including Los Angeles, Dallas, Washington, D.C., and Chicago.

Looking ahead, the brand plans to open four additional stores by the end of 2025, expanding into Boston, Atlanta, Dadeland, and Fort Worth.