GRWN
GRWN Diamonds is a Denver-based, direct-to-consumer fine jewelry brand founded in 2022 that sells SCS-007 certified lab-grown diamond jewelry across Essentials, Tennis, Black Rhodium, High Jewelry, and Bridal collections via its website and a Los Angeles flagship store.
- Company typePrivate
- Founded2022
- HeadquartersDenver, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What GRWN does
GRWN (DBA GRWN Diamonds) is a Denver-headquartered, direct-to-consumer fine jewelry brand founded in 2022 that sells lab-grown diamond jewelry through grwn.com and a Los Angeles flagship store. The company operates four core jewelry collections — Essentials, Tennis, Black Rhodium, and High Jewelry — alongside a dedicated Bridal line with engagement rings, eternity bands, and anniversary bands, plus a Custom and Bespoke engagement ring service. Its underlying product premise is lab-grown diamonds that are independently Certified Sustainability Rated under SCS-007 by SCS Global Services, drawn from carbon-neutral production using wind and solar energy, and graded to F+, VS+, Triple Excellent standards; diamonds above 2.0 carats include GIA or GCAL reports.
GRWN's technology stack is conventional for a Shopify-based DTC retailer, with the differentiation living in the physical product (certified lab-grown stones, precious-metal settings in 14K/18K gold, platinum, vermeil, and sterling silver) rather than in proprietary software. The company invests in appointment-led distribution — virtual one-on-one specialist sessions and in-person consultations at its LA flagship — to support higher-value transactions, particularly engagement rings in the $3,900-$9,150 range and couture pieces priced up to $39,950+.
The business model is one-time fine jewelry sales spanning price points from $125 entry studs to $39,950+ couture necklaces, supplemented by ancillary services (custom design, lifetime diamond upgrade, complimentary engraving, sizing, shipping, and 30-day returns). Financing is offered through Affirm at 0% APR. Customer segments center on Bridal and Everyday/Fashion buyers as primary, with Gift Givers and Custom Jewelry Seekers as secondary. The firm has 1-10 employees and minimal disclosed outside capital beyond a $0 Denver Ventures note from October 2021, with co-founder/CSO Jordan Pollak as the only listed leader.
GRWN firmographics
Firmographics- Name
- GRWN
- Legal name
- GRWN
- Website
- https://grwn.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- GRWN Diamonds is a Denver-based, direct-to-consumer fine jewelry brand founded in 2022 that sells SCS-007 certified lab-grown diamond jewelry across Essentials, Tennis, Black Rhodium, High Jewelry, and Bridal collections via its website and a Los Angeles flagship store.
- Ownership category
- akta.pro rank
GRWN industry classification
Industry- Product category
- Fine Jewelry
- NAICS
- Jewelry Retailers (458310)
- SIC
- Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Lab-Grown Diamond Bridal Jewelry (CRAKACAF)
- akta.pro secondary industries
- Bridal Jewelry Retail (Bridal Boutiques/Chains/Online) (CRAKACAH), Bridal Diamond Jewelry (Earrings, Necklaces, Bracelets) (CRAKACAD), Bridal & Engagement Jewelry Retail (CRAKAGAC)
Keywords
Where GRWN is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
GRWN business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Fine Jewelry Product Sales: One-time purchase of fine jewelry products including earrings, necklaces, bracelets, rings, and bridal pieces. Products are sold at various price points from entry-level ($125) to high-end couture pieces ($39,950+).
- Custom and Bespoke Pieces: Custom and bespoke jewelry pieces available through a guided, collaborative process where customers select from defined options.
- Payment Plans: Payment plan options offered at checkout, including 0% APR financing through Affirm, making higher-value pieces more accessible.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level jewelry pieces (under $500) |
| Unit Pricing | Pay-as-you-go | Mid-range jewelry pieces ($500-$2,000) |
| Unit Pricing | Pay-as-you-go | Premium jewelry pieces ($2,000-$10,000) |
| Unit Pricing | Pay-as-you-go | Couture/High Jewelry pieces ($10,000+) |
| Other | Monthly | Financing through Affirm |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
GRWN product offering
Product offeringCore offering
GRWN is a direct-to-consumer fine jewelry brand that designs, sources, and sells lab-grown diamond jewelry through its e-commerce platform (grwn.com) and Los Angeles showroom. The portfolio spans Essentials, Tennis, Black Rhodium, and High Jewelry collections across earrings, necklaces, rings, and bracelets, alongside a dedicated Bridal category of engagement rings, eternity bands, and anniversary bands. Services include custom engagement ring design, virtual and in-store specialist appointments, lifetime diamond upgrades, care plans, complimentary shipping, engraving, and Affirm-powered 0% APR financing.
Product overview
GRWN is a fine jewelry brand specializing in lab-grown diamond jewelry sold through a direct-to-consumer e-commerce platform. The product portfolio comprises four main jewelry collections: Essentials (timeless everyday pieces), Tennis (rivière-style continuous diamond designs), Black Rhodium (Georgian-inspired dark rhodium finish), and High Jewelry (luxury couture pieces). The core offerings span four product categories—earrings, necklaces, rings, and bracelets—along with a dedicated Bridal collection featuring engagement rings, eternity bands, and anniversary bands. Services include custom engagement ring design, virtual and in-store appointments, a Lifetime Diamond Upgrade program, care plans, complimentary shipping, engraving, and payment plan options through Affirm.
Differentiator
Problem solved
Functional benefit
Products and services
- Essentials Collection Core fine jewelry collection featuring timeless pieces designed for everyday wear, layering, and lasting use. Includes simple stud earrings, pendant necklaces, and basic bracelets with lab-grown diamonds.
- Tennis Collection Rivière-style necklaces and diamond bracelets defined by a continuous line of diamonds, designed to layer or wear alone.
- Black Rhodium Collection Diamonds set against a darkened rhodium finish with a nod to Georgian-era settings, creating depth and contrast for a distinctive aesthetic.
- High Jewelry Collection Luxury fine jewelry pieces featuring larger diamonds and higher carat weights, including couture pieces and custom designs.
- Bridal Engagement Rings Engagement rings available in multiple styles including Solitaire, Pavé, Three Stone, Hidden Halo, and Bezel settings, featuring lab-grown diamonds.
- Bridal Eternity Bands Diamond eternity bands featuring continuous diamond settings, available in various shapes including round, pear, radiant, and emerald cuts.
- Bridal Anniversary Bands Half-eternity and three-quarter eternity bands designed for anniversaries and special occasions, featuring various diamond cuts.
- Custom Engagement Ring Design Service Bespoke custom engagement ring design service allowing customers to select from defined options with guided collaboration to create personalized pieces.
- Virtual Specialist Appointments One-on-one virtual sessions with a specialist to walk through the collection, answer questions, or guide through engagement or custom design options.
- In-Store Specialist Appointments In-person consultation at the Los Angeles flagship location for personalized jewelry guidance, engagement ring selection, and custom pieces.
- Lifetime Diamond Upgrade Program Program allowing customers to return original GRWN diamonds and apply their value toward a new, larger piece, subject to eligibility criteria.
- Jewelry Care Plans Jewelry care plans including inspection, cleaning, polishing, prong tightening, and certain repairs. Some pieces include complimentary care plans.
- Affirm Financing Payment Plans Financing options available at checkout, including 0% APR plans starting from $61/month through Affirm, making higher-value pieces more accessible.
- Complimentary Engraving Service Free engraving service available on select GRWN jewelry pieces.
- Gifts Collection Gift-ready jewelry organized by occasion (Anniversary, Birthday, Achievement) and price point (Under $1,000, Under $2,000).
Quantifiable outcome
- Diamonds are F+, VS+, and Triple Excellent quality, and certified under SCS-007 sustainability standard by SCS Global Services.
Companies that use GRWN
Customer profileSegments4 records
Ideal customer profiles4 records
GRWN technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
GRWN partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- AffirmminorAffirm provides payment plan financing options at checkout, offering 0% APR financing with payments as low as $61/month for eligible purchases. This partnership enables customers to afford higher-value pieces through installment payments.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
GRWN competitors and assessment
Company assessmentDirect peers
- 12FIFTEEN Diamonds: DTC fine jewelry brand specializing in lab-grown diamonds with sustainability positioning; competes with GRWN on lab-grown everyday and bridal fine jewelry sold online.
- Clean Origin: DTC lab-grown diamond jewelry retailer focused on engagement rings and fine jewelry; competes head-to-head with GRWN on lab-grown bridal positioning and online-first sales.
- Brilliant Earth: Online-first lab-grown and natural diamond jewelry brand with a strong sustainability and ethical-sourcing positioning, plus bridal focus and in-store showrooms — directly comparable to GRWN's DTC-plus-flagship, sustainability-certified lab-grown model.
- With Clarity: Online engagement ring and fine jewelry retailer offering lab-grown and natural diamonds with home try-on and bespoke services; competes with GRWN on consultative, digitally-led bridal sales.
- VRAI: Diamond Foundry-owned DTC lab-grown diamond jewelry brand sold direct-to-consumer with sustainability claims; overlaps with GRWN on lab-grown bridal and fine jewelry e-commerce with sustainability messaging.
- MiaDonna: Ethical and lab-grown diamond fine jewelry and bridal brand with sustainability certification and DTC commerce; comparable to GRWN on values-led positioning and lab-grown bridal assortment.
- Lightbox Jewelry: De Beers-owned lab-grown diamond jewelry brand sold primarily DTC; comparable as a lab-grown-focused mass-to-premium competitor that benchmarks industry pricing for lab-grown stones.
Broad incumbents
- James Allen: Signet-owned online diamond and bridal jewelry retailer with extensive engagement ring catalog; overlaps with GRWN in bridal and lab-grown expansion but operates at significantly larger scale and budget.
- Blue Nile: Large online diamond and fine jewelry retailer (owned by Signet) with a growing lab-grown assortment; competes with GRWN across bridal and fine jewelry but at much broader scale and across both mined and lab-grown diamonds.
- Tiffany & Co. Iconic luxury jewelry incumbent that has launched its own lab-grown diamond line; competes with GRWN at the high end of bridal and fine jewelry with far greater brand equity and global retail footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
GRWN social profiles
Digital presenceGRWN compliance and trust
Trust signalCompliance3 records
GRWN financial estimates
Financial estimateRevenue estimate
Valuation estimate
GRWN leadership team
Management profileNumber of profiles
Profiles1 record
GRWN funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GRWN M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GRWN
What does GRWN do?
GRWN is a direct-to-consumer fine jewelry brand that designs, sources, and sells lab-grown diamond jewelry through its e-commerce platform (grwn.com) and Los Angeles showroom. The portfolio spans Essentials, Tennis, Black Rhodium, and High Jewelry collections across earrings, necklaces, rings, and bracelets, alongside a dedicated Bridal category of engagement rings, eternity bands, and anniversary bands. Services include custom engagement ring design, virtual and in-store specialist appointments, lifetime diamond upgrades, care plans, complimentary shipping, engraving, and Affirm-powered 0% APR financing.
Is GRWN a public or private company?
GRWN is a private company. It is classified as venture growth investor backed and is currently operating.
When was GRWN founded?
GRWN was founded in 2022. It employs 1 to 10 people.
Where is GRWN based?
GRWN is headquartered in Denver, United States, in the North America region.
How does GRWN make money?
Three revenue lines are on record. Fine Jewelry Product Sales are the primary driver. The others are custom and Bespoke Pieces and payment Plans.
Who are GRWN's main competitors?
Direct peers on record are 12FIFTEEN Diamonds, Clean Origin, Brilliant Earth, With Clarity, VRAI, MiaDonna and Lightbox Jewelry. Broad incumbents are James Allen, Blue Nile and Tiffany & Co..
Does GRWN have an API?
No public API is recorded for GRWN.
What industry is GRWN in?
GRWN's product category is Fine Jewelry. Its primary akta.pro industry code is CRAKACAF, Lab-Grown Diamond Bridal Jewelry, with a secondary code of CRAKACAH, Bridal Jewelry Retail (Bridal Boutiques/Chains/Online). Its NAICS code is 458310 and its SIC code is 5944.