What Grown Brilliance does

Grown Brilliance is a direct-to-consumer fine jewelry retailer operating under AJS Creations LLC and headquartered at 579 5th Avenue, New York. The company sells lab-grown diamond jewelry — engagement rings, wedding bands, fine jewelry (earrings, necklaces, bracelets), and men's jewelry — alongside pre-loved Rolex watches, a licensed Badgley Mischka collection, and more than ten proprietary sub-brand collections (Lotus, Cerra, Links, Curve, High Jewelry, Diamond Nebula, Opulence, Pearl, Gemstone, Toi et Moi, Näas). Its core product, lab-grown diamonds, are produced using HPHT and CVD methods and are graded by IGI and GIA under the same 4Cs standards applied to mined diamonds, enabling prices approximately 30-40% below comparable mined diamond equivalents.

The company's commercial stack combines an e-commerce storefront at grownbrilliance.com, company-operated physical showrooms, and complimentary virtual and in-person appointments with jewelry specialists. It supplements organic product discovery with a celebrity-endorsement-driven marketing model featuring A-list personalities such as Sydney Sweeney, Jennifer Lopez, Selena Gomez, Ariana Grande, Taylor Swift, and Alicia Keys, alongside editorial coverage in Vogue, Forbes, Vanity Fair, Harper's Bazaar, WWD, and JCK. The Design Studio tool and the Truly Custom service enable customer-configured engagement rings and jewelry, while payment and financing integrations with Affirm, Katapult, PayPal, and Venmo support purchase conversion across price points ranging from under $1,000 to over $18,000.

Grown Brilliance generates revenue through one-time jewelry sales rather than subscriptions, with no disclosed funding history, public reporting, or institutional ownership. The business is privately held by its founder/operator, and the GB Club loyalty program (5% cashback) and worldwide shipping represent its principal customer-retention and geographic-expansion mechanisms. The company is incorporated in New York, USA, and operates internationally subject to region-specific return policies.

Name

Grown Brilliance

Legal name

AJS Creations LLC

Website

https://grownbrilliance.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

101–250 employees

Short description

Grown Brilliance is a privately held DTC fine jewelry retailer selling lab-grown diamond engagement rings, wedding bands, fine jewelry, and men's jewelry online and through physical showrooms, serving individual bridal, fashion, and gift-giving consumers with celebrity-driven brand positioning.

Ownership category

akta.pro rank

Product category

Fine Jewelry (Lab Grown Diamond Jewelry)

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)

akta.pro secondary industries

Lab-Grown Diamond Bridal Jewelry (CRAKACAF), Engagement Rings (CRAKACAA), Bespoke Fine Jewelry (Precious Metals & Gemstones) (CRAKAHAA), Colored Gemstone Jewelry (CRAKAAAB)

Keywords

• Lab grown diamonds
• Fine jewelry retail
• Engagement rings
• Custom jewelry design
• Ethical jewelry

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Jewelry Product Sales: Grown Brilliance generates revenue through one-time sales of finished jewelry products, including engagement rings, wedding bands, earrings, necklaces, bracelets, and fine jewelry pieces. The company also sells loose lab grown diamonds. All products are priced individually with no subscription component. Financing options through Affirm and Katapult are available to facilitate higher-ticket purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Grown Brilliance is a direct-to-consumer fine jewelry retailer specializing in lab grown diamond jewelry. It sells engagement rings, wedding and anniversary bands, fine jewelry (earrings, necklaces, bracelets, pendants), men's jewelry, and loose lab grown diamonds through its own e-commerce storefront and physical showrooms. The company also offers a Design Studio for custom jewelry creation and a curated collection of pre-loved Rolex watches.

Product overview

Grown Brilliance (operated by AJS Creations, Inc.) is an ethical fine jewelry retailer specializing in lab grown diamonds and custom jewelry design. The company offers a comprehensive portfolio of products including engagement rings, wedding bands, fine jewelry (rings, earrings, necklaces, bracelets), and men's jewelry, all featuring lab grown diamonds as the core offering. Their Design Studio enables customers to create custom engagement rings and other jewelry pieces by selecting from various settings and loose lab grown diamonds. The company also carries branded collections including Rolex pre-loved watches, High Jewelry, and designer collaborations with Badgley Mischka. Their product range spans multiple sub-brands and collections including Lotus, Cerra, Links, Curve, Diamond Nebula, Opulence, Pearl Jewelry, and Gemstone collections featuring lab grown emeralds, rubies, and sapphires. They provide additional services such as virtual and in-person jewelry appointments and operate physical retail stores.

Differentiator

Problem solved

Functional benefit

Brands

• Rolex Watches Collection: Pre-loved Rolex watches collection
• Lotus Jewelry Collection
• Cerra Jewelry Collection
• Links Jewelry Collection
• Curve Jewelry Collection
• High Jewelry Collection
• Diamond Nebula Collection
• Badgley Mischka Jewelry
• Näas Jewelry
• Opulence Collection
• Pearl Jewelry
• GB Club
• GB | 365
• Truly Custom

Products and services

• Lab Grown Diamonds Loose lab created diamonds produced using HPHT and CVD methods, certified by IGI and GIA, available in cuts such as round, oval, emerald, princess, cushion, marquise, pear, heart, radiant, asscher, and elongated cushion for use in jewelry.
• Engagement Rings Lab grown diamond engagement rings offered in solitaire, side stone, halo, vintage, botanical, and bridal set styles, available across multiple diamond shapes and metal settings, designed for couples shopping for engagements.
• Wedding and Anniversary Bands Wedding rings and anniversary bands for men and women, including eternity bands, stackable rings, ring enhancers, and nesting bands, available in multiple diamond shapes.
• Fine Jewelry General fine jewelry including rings, earrings, necklaces, bracelets, and pendants in styles such as statement pieces, stud earrings, hoop earrings, tennis necklaces, and bangles, designed for fashion-conscious individual consumers and gift purchases.
• Men's Collection Jewelry designed for men, including rings, earrings, necklaces, bracelets, and accessories, intended for personal wear and gifting.
• Rolex Watches Collection Pre-loved and authenticated Rolex watches sold through Grown Brilliance, expanding the luxury product offering to include high-end Swiss timepieces alongside lab grown diamond jewelry.
• Truly Custom Jewelry Service Fully customized jewelry creation service for engagement rings, wedding bands, bracelets, necklaces, and earrings, taking customer specifications from concept through finished piece.
• High Jewelry Collection Premium luxury jewelry collection featuring dramatic lab grown diamond pieces, including bib-style necklaces and matching earrings in the higher price tier.
• Badgley Mischka Jewelry Collection Licensed jewelry collection featuring Badgley Mischka's signature elegant and glamorous aesthetic in fine jewelry pieces.
• Pearl Jewelry Collection Jewelry collection featuring pearl-based pieces, sold alongside the lab grown diamond assortment.
• Gemstone Collection Jewelry collection featuring lab grown and natural gemstones including emeralds, rubies, and sapphires, providing color-stone alternatives to lab grown diamond pieces.
• Toi et Moi Collection Jewelry collection featuring two-stone designs symbolizing two souls connecting, offered as a themed bridal and fine jewelry line.
• Lotus Collection Jewelry collection featuring lotus-inspired designs within the lab grown diamond fine jewelry assortment.
• Cerra Collection Jewelry collection with distinctive padlock pendant and princess-cut lab grown diamond designs within the fine jewelry assortment.
• Links Collection Jewelry collection featuring gold curb chain designs with pear-shaped lab grown diamond pendants.
• Curve Collection Jewelry collection featuring pavé lab grown diamond necklace and bracelet pieces.
• Diamond Nebula Collection High jewelry collection with distinctive diamond canvas artwork designs within the luxury assortment.
• Näas Jewelry Collection Jewelry sub-brand featuring signet ring designs within the lab grown diamond assortment.
• Opulence Collection Luxury jewelry collection with opulent designs positioned in the higher price tier.

Quantifiable outcome

• Lab grown diamonds are certified by IGI and GIA using the same grading standards as earth-mined diamonds, evaluating cut, color, clarity, and carat (4Cs)

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Five partnerships are on record, tiered minor and core.

• RolexminorChannel Partner/ Reseller/ DistributorGrown Brilliance offers a curated collection of pre-loved Rolex watches alongside its lab grown diamond jewelry, expanding its luxury product offering to include high-end timepieces from the prestigious Swiss watchmaker.
• Badgley MischkaminorChannel Partner/ Reseller/ DistributorLicensed Badgley Mischka jewelry collection featuring the fashion designer's signature elegant and glamorous aesthetic in fine jewelry pieces.
• AffirmcoreTechnology or IntegrationAffirm provides financing options enabling customers to pay for jewelry purchases over time with transparent, installment payment plans integrated into the checkout experience.
• PayPalcoreTechnology or IntegrationPayment processing integration enabling customers to pay using PayPal balance, linked bank accounts, or PayPal Credit options.
• VenmocoreTechnology or IntegrationPayment integration allowing customers to complete purchases using Venmo balance or linked payment methods through the PayPal ecosystem.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Mejuri: Direct-to-consumer fine jewelry brand targeting fashion-conscious consumers with everyday luxury pieces at accessible price points. Comparable in DTC channel and target demographic, though Mejuri focuses on gold and natural stones rather than lab-grown diamonds.
• Avec Nadia: Direct-to-consumer lab-grown diamond jewelry brand offering engagement rings and fine jewelry at accessible price points. Comparable in lab-grown focus, DTC model, and target consumer segment.
• Charles & Colvard: Lab-grown gemstone (moissanite) jewelry retailer offering engagement rings and fine jewelry with ethical sourcing positioning. Comparable in lab-grown gemstone focus and DTC distribution, though narrower product set.

Direct peers

• Blue Nile: Online diamond and fine jewelry retailer (owned by Signet Jewelers) selling loose diamonds, engagement rings, and fine jewelry. Comparable in DTC model, product category, and bridal customer focus.
• Brilliant Earth: Direct-to-consumer lab-grown and natural diamond jewelry retailer offering engagement rings, wedding bands, and fine jewelry with strong ethical sourcing positioning. Closest comparable in category, customer base, business model, and brand narrative.
• Vrai: Vertically integrated lab-grown diamond jewelry brand selling engagement rings and fine jewelry direct-to-consumer with vertically controlled production. Comparable in lab-grown focus, DTC channel, and premium brand positioning.
• James Allen: Online diamond and jewelry retailer (owned by Signet Jewelers) offering engagement rings and fine jewelry with strong customization and visualization tools. Comparable in DTC channels, bridal focus, and custom design.
• Clean Origin: Online-only lab-grown diamond jewelry retailer offering engagement rings and fine jewelry with ethical sourcing messaging. Similar DTC model, lab-grown focus, and target customer.

Broad incumbents

• Tiffany & Co. Iconic luxury jewelry brand (LVMH-owned) with global retail presence and premium positioning. Comparable in fine jewelry category and bridal focus, but at a higher luxury price tier with traditional mined diamond focus.
• Kay Jewelers: Large-scale fine jewelry retailer (Signet Jewelers) with extensive physical retail presence and broad demographic reach. Comparable in bridal and fine jewelry category, but operates broader scale with traditional mined diamond focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ShreniShah5
• YouTubeyoutube.com/channel/grownbrilliance
• Facebookfacebook.com/grownbrilliancejewelry
• LinkedInlinkedin.com/company/grownbrilliance-com
• Instagraminstagram.com/grownbrilliance

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grown Brilliance