GRWN Redefines Luxury Lab Grown Diamonds: Aims to Democratize Fine Jewelry with Lab Grown Diamonds

An LA based lab grown diamond company, GRWN will showcase its designs at the Paris Fashion Week. Next, it will open a store by the end of the year in the longer run in order to ultimately transform the world of luxury lab grown diamonds, says the CEO Michael Pollak.

He adds that the brand was created collectively with his son, Jordan Pollak who is a marketing professional. Along with Aleali May, a streetwear designer, who serves as GRWN’s creative director, they are all set to differentiate the brand in the jewellery marketplace through unique collections, smart collaborations, and a commitment to innovation.

GRWN’s first collaboration is all set to debut in June which is based on men’s fashion and streetwear. As per the brand, at least one lab grown diamond will be embedded in everything that GRWN makes, literally everything, whether it is a piece of their jewellery or an upcoming art and apparel collab.

Not only this, the brand is also introducing a cut of its own? Yes, it is called Soleil, which will be available for everyone in the coming months on the brand’s website, according to Jordan Pollak. This will mark the company’s signature cut to be a part of GRWN’s effort to stand out from the other lab grown diamond companies.

As we all are aware of the extraordinary, out of the box designs the celebrities must wear to stand out considering the timeless themes of Met Gala, red carpet events like the award shows and what not. Jordan mentions “GRWN also plans to gain attention working through these “monumental” statement jewellery pieces with extraordinary, bold jewels that will surely make any celebrity fetch countless compliments no matter where they go.”

GRWN will offer ready-to-wear jewellery 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 jewellery,” Michael Pollak says.

In addition to this, son Jordan says “This is the new luxury.” The brand aims to provide the next generation of consumers a message that to get that Swarovski or Tiffany-type experience, you do not necessarily need $20,000 or $100,000 to walk into a store as at GRWN, there is something to suit everyone’s taste and pocket.

Creative director May says that she really appreciates GRWN’s approach and working style, vision and intends to use her time and role with the company to establish a “by us, for us” approach to fine jewellery.

May’s first collection with GRWN, Metamorphosis, is a collection inspired by the journey of a butterfly from when it is just a cocoon to turning into a full-sized beautiful butterfly.

“It is like my journey through jewellery and through design. It is about the opportunities that have come to me in my career but it is also about my evolution,” says May, who is tasked with developing GRWN’s visual brand identity, designing jewellery collections, and crafting co-branded capsule collaborations.

She continues with a note of making the brand’s visual identity more relatable to everyone. According to her, everyone who comes to GRWN, whether to shop or just to explore, should feel like they are seeing themselves, the place is the right place for them.  

May, a multifaceted talent known for her modelling, styling, and influential presence on social media, has made significant contributions to the fashion world. Her notable collaborations with renowned brands like Louis Vuitton and her pioneering work with Nike’s Jordan brand, where she became the first woman to design a unisex sneaker, have earned her widespread recognition.

On the other hand, Jordan Pollak, the founder of creative studio 5280 BOND, specializes in forging unconventional partnerships and licensing deals. His studio has partnered with major brands such as Adidas, JBL, and Cash App/Visa, helping them to expand their fan bases and garner attention from the media.

Michael Pollak, co-founder of Hyde Park Jewellers, played a pivotal role in running the chain for over four decades before selling it in 2023. The idea for GRWN, a venture focused on lab-grown diamonds, stemmed partly from Hyde Park’s Engage concept store experience. This store, which emphasized bridal jewellery and wedding brands, witnessed a significant shift in consumer preferences towards lab-grown diamonds, especially among millennial and Gen Z clientele.

According to Michael Pollak, there is a notable transformation in consumer behaviour, particularly among entry-level buyers, who are increasingly opting for lab-grown diamonds. He observed this trend firsthand at Engage, where the percentage of lab-grown diamond purchases surged from 10% to approximately 50%. This shift, he believes, indicates a clear preference for lab-grown diamonds among consumers.

GRWN has secured investments and guidance from various investors and advisors, including Eric Peng Cheng. Additionally, the brand has forged a partnership with the Fashion Scholarship Fund (FSF), a nonprofit organization dedicated to nurturing young talent in the fashion industry. As part of this collaboration, GRWN will encourage its customers to contribute to FSF, with the brand matching donations up to $25 per donation, as stated by Michael Pollak.