West Hollywood’s Design District just got a new jewel in its crown—literally. Father-and-son team Michael and Jordan Pollak have opened GRWN’s first flagship store, staking their claim on Robertson Boulevard and Melrose Avenue, a crossroads of cutting-edge fashion and design.
But GRWN isn’t just another jewelry boutique. The Pollaks are pushing a radical proposition: that luxury jewelry made with lab-grown diamonds deserves the same prestige as traditional mined stones.
Inside the sleek space, designed in collaboration with Studio Bucky and featuring a nine-foot crystal-shaped installation by Spanish 3D-printing studio Nagami, every detail is meant to immerse guests in the world of lab-created diamonds. Shoppers can explore GRWN’s couture collections, design bespoke engagement rings, or sip champagne at the Bridal Bar while browsing everyday lab-grown diamond jewelry pieces.
GRWN worked with Studio Bucky to design a sleek interior that highlights the brand’s vision for lab-grown diamonds and its diamond-studded jewelry and clothing.
“Our flagship is more than retail—it’s a physical home for the brand,” says Jordan Pollak. “It’s where sustainability, artistry, and technology converge.”
The store highlights GRWN’s two main collections: Legacy Links, bold bracelets and necklaces built from hexagonal links engraved with the GRWN name, and Diamond Essentials, a mix of daily wear and statement lab-grown pieces. Every design is powered by GRWN by the Sun, the company’s proprietary line of sustainably grown diamonds.
Yet the big question remains: can a boutique dedicated exclusively to lab-grown diamonds thrive in one of the most competitive luxury neighborhoods in the U.S.?
Critics argue that the resale value of lab-grown diamonds remains uncertain, and that ultra-high-net-worth shoppers still gravitate toward the “rarity” story behind natural stones. But GRWN is betting that Gen Z and millennial consumers—who value sustainability, transparency, and customization—will rewrite the rules of luxury.
And West Hollywood might just be the perfect stage. With neighbors like Chrome Hearts and Jacquemus, GRWN isn’t trying to mimic the old guard of luxury—it’s aligning with brands that thrive on cultural relevance, community, and bold design.
Whether this gamble pays off will be watched closely across the industry. For now, GRWN’s purple-hued flagship is sending one message loud and clear: the future of fine jewelry may well be lab-grown.