Grown Brilliance Debuts Flagship Store in SoHo Designed by Zerotrillion

The new space translates the brand’s creative transformation into an immersive experience that embodies the new identity, philosophy, and luxury positioning

New York, NY — December 24, 2025 — Grown Brilliance has opened its first-ever flagship store in SoHo, marking the physical culmination of the brand’s complete creative transformation led by global creative agency Zerotrillion. Located on one of the world’s most iconic retail streets, the new space translates the brand’s reinvention into a fully immersive environment — a rare achievement in contemporary fine jewelry, and a significant creative milestone for the agency behind it.

When Grown Brilliance first partnered with Zerotrillion, the company was known primarily for its high-quality lab-grown diamonds but competed in a category defined by product uniformity, price-driven messaging, and a “world of same.” Most lab-grown competitors were operating at the lower funnel, emphasizing value over vision. The opportunity for Grown Brilliance was to redefine the category by shifting from a transactional D2C business into a modern diamond house rooted in approachability, emotion, and identity. What began as a digital rebrand quickly expanded into a comprehensive repositioning anchored in beauty, self-expression, and storytelling, pushing the brand into territory its competitors had not yet explored.

This reinvention produced the brand platform “Diamonds That Deserve You,” an idea that rejects exclusivity in favor of personal relevance. Rather than treating diamonds as rarefied objects reserved for infrequent moments, the platform reframes them as reflections of ambition, individuality, and everyday brilliance. The flagship is the first time customers can walk into a space designed entirely around that philosophy. The positive impact of this shift is already being felt across the business, with Grown Brilliance charting a clear path toward $150 million in annual sales, a trajectory recently highlighted by Forbes as the brand continues to scale within the lab-grown diamond category.

Every element of the store - from its architectural expression,materials, and lighting to spatial flow and visual language - was designed by Zerotrillion as a seamless extension of the new brand world. Flagship spaces in globally recognized retail districts offer brands the opportunity to fully express their creative identity in all its dimensions. For Grown Brilliance, a fast-growing leader in modern lab grown fine jewelry, the chance to design a flagship from the ground up signals a defining moment in its evolution. The result is a testament to the scale and ambition of the brand’s transformation.

Since the rebrand and the relaunch of its direct-to-consumer experience, Grown Brilliance has seen meaningful commercial growth, proving the impact of a stronger foundation. The flagship marks the next chapter in that brand evolution: shifting perception, expanding the brand’s luxury footprint, and offering a physical destination that reflects the intelligence, modernity, and emotional resonance of the new Grown Brilliance.

“It started with a simple truth,” said Chantelle Brinkley, Partner and New York President at Zerotrillion. “Grown Brilliance has an incredible product and an even more powerful philosophy, one that believes diamonds shouldn’t be locked behind tradition or reserved only for rare occasions. They should reflect the people who wear them. ‘Diamonds That Deserve You’ came from that idea, and the flagship brings it fully to life. Designing a space like this on one of the world’s most iconic retail streets is a rare privilege, and we’re incredibly proud of what it represents for the brand.”

The flagship stands as a new benchmark for how modern diamond brands can show up in culture. More than a retail environment, it is the physical embodiment of a brand rebuilt from the inside out, demonstrating how strategic identity, spatial design, and emotional storytelling can redefine a company’s place in its category. As Grown Brilliance continues to expand, the space establishes a foundation for future growth across markets, channels, and experiences in the years ahead.