GRWN, a brand-new lab-grown diamond jewelry company based in Los Angeles, has plans in the short term to show off its designs at June’s Paris Fashion Week, in the longer term to open a store by the end of the year, and ultimately to transform the world of luxury lab-grown diamonds, according to its cofounder and CEO Michael Pollak.

Pollak, a jewelry industry veteran, created GRWN with his son, marketing professional Jordan Pollak. Together with streetwear designer Aleali May (pictured), who serves as GRWN’s creative director, they are set to differentiate the brand in the jewelry marketplace through unique collections, smart collaborations, and a commitment to innovation, Pollak says.

At least one lab-grown diamond will be embedded in everything GRWN makes, whether for its jewelry or its upcoming art and apparel collabs. GRWN’s first collaboration, on men’s fashion and streetwear, is set to debut in June.

The brand is introducing its own cut, called Soleil, which will be available in the months to come on its website, says Jordan Pollak, noting that this signature cut is part of GRWN’s effort to stand out from the other lab-grown diamond companies.

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