Grown Brilliance Shakes Up the Diamond World With Its Celeb-Loved Lab-Grown Gems

With boutiques in the heart of coveted luxury shopping districts, Akshie Jhaveri is boldly positioning manufactured diamonds as modern luxury — full stop.

Grown Brilliance has planted its flag in New York’s SoHo, Los Angeles’ Melrose Place, and most recently, The Shops at Clearfork in Fort Worth. The luxury jewelry company, which exclusively sells lab-grown gems, is challenging the traditional value proposition not by positioning its pieces as lower-priced alternatives, but by turning a $40,000 diamond budget into a ring, bracelet, and pair of studs.

“To an affluent buyer, they know that Grown Brilliance doesn’t sell diamonds with visible inclusions or undesirable colors,” she tells PaperCity. “That is of great value to them. Our buyers also know we are not impacting the Earth the way mining does.”

They are not reducing their budget, she says, adding that instead of walking out with one ring, a shopper at Grown Brilliance can leave with an anniversary bracelet — and a pair of diamond studs for their mother.

A Fourth-Generation Jeweler Bets on a New Kind of Diamond

Jhaveri is challenging tradition in an industry she was born into. A fourth-generation jeweler whose family has been in the business for roughly 85 years, she began her own career more than two decades ago working with natural diamonds.

“I always wanted to be in this field,” Jhaveri says. “I started off with natural diamonds. Obviously, lab-grown wasn’t an option at that time.”

Lab-grown diamonds were largely relegated to industrial uses, with Jhaveri recalling early attempts at gem-quality stones emerging brown or yellow and lacking the clarity demanded of fine jewelry.

“It did take a lot of research and development to create diamonds that are colorless and very clear. When that came to market, I said, ‘This is the path I want to take.’ I am very in touch with nature and believe in conserving the environment.”

Lab-grown diamonds are made by essentially recreating underground diamond-forming conditions inside a machine. A tiny carbon “seed” from a diamond is subjected to intense heat and pressure, allowing a new diamond to grow around it in a matter of months rather than millions of years.

The gems have found plenty of high-profile fans, with Grown Brilliance pieces appearing on Taylor Swift, Jennifer Lopez, Ariana Grande, and Cynthia Erivo. Jhaveri says millennials were among the earliest adopters of lab-grown diamonds.

A Jewelry Showroom Built on Hospitality

For Jhaveri, selling luxury jewelry starts with making shoppers feel at home. At her 18 stores, including Dallas’ West Village and Frisco’s Stonebriar Centre, her employees are focused on building connections with the community.

“When we meet someone for the first time, it is never just about selling,” she says. “We understand how important the purchase is for them. For someone to buy something, they need to trust us. We start by offering water, tea, coffee, or champagne. We say that the guest is in our home and should never leave without being offered something.

Shoppers can settle in and learn about lab-grown diamonds without pressure to make a purchase. In-store tools allow them to compare diamond sizes, handle pieces, try on different options, and even bring friends along for the process. Jhaveri says customers have later approached her without realizing she owns Grown Brilliance to praise the experience, particularly the absence of a hard sell.

“Fort Worth buyers,” she adds, “are not easy buyers. They need to really connect with a brand and feel loyal to a brand. Once they like you, they love you, and they won’t go anywhere else. But it takes a long time for them to get there.”

Lab-grown diamonds have already crossed into the mainstream. According to The Knot’s 2026 Real Weddings Study, 61 percent of engagement rings now feature lab-grown center stones, up 239 percent since 2020.

As we wrapped up our video call, Jhaveri prepared to return to a spiritual retreat she was attending. After a career in the traditional diamond jewelry industry, she is clearly at home advocating for Grown Brilliance’s lab-grown gems that now include rubies, sapphires, and emeralds.

“Nothing could make me happier than knowing that we don’t have to plunder the earth to make these beautiful gems,” she says.