Forcing a Metamorphosis

Brands, Fine Jewelry, Lab-Grown Diamonds, Next Gen Consumer, Video

Forcing a Metamorphosis

and Leaving Something Beautiful in Its Wake...

GRWN, a new and innovative lab-grown diamond and luxury jewelry brand, proudly announces its official launch, marking a significant milestone in the industry’s evolution. Under the visionary leadership of Michael Pollak, a luminary boasting over five decades of mastery in Luxury Jewelry Retailing & Branding, and his son Jordan Pollak, a seasoned professional and fifteen-year marketing expert in experiential and collaborations, GRWN emerges as a beacon of innovation.

Watch THE MVEye's exclusive interview with Michael and Jordan Pollak, co-founders of GRWN, a new and innovative lab-grown diamond and luxury jewelry brand.

At the forefront of GRWN’s creative endeavors is streetwear maven Aleali May, assuming the pivotal role of Creative Director. Hailing from Los Angeles, Aleali’s journey—from a sales modeling and social media strategy at the iconic RSVP Gallery in Chicago alongside the late Virgil Abloh and Don C, to being the second woman to design and release a unisex sneaker with Nike’s Jordan Brand — positions her as the quintessential Creative Director for GRWN. A trailblazer in streetwear and an influential tastemaker within the fashion landscape, Aleali is poised to orchestrate the design and evolution of GRWN’s visual brand identity. Her creative prowess seamlessly extends into curating and crafting limited-edition co-branded capsule collections, promising an unparalleled artistic path that defines the essence of modern luxury within the jewelry industry.

"I'm honored to be part of a brand that is reshaping the narrative around diamonds and luxury. Fashion has always been a representation of self-reflection. And the new generation is looking to express themselves through the pieces they wear. GRWN is a reflection of that environment, while we’re made up of a team of disruptors that have always pushed the needle by being themselves."

Strategically forming alliances with distinguished top-tier investors and advisors including Eric Peng Cheng of UNDFTD and BAIT. GRWN establishes a collective synergy propelling GRWN toward unparalleled growth and success.

GRWN embodies a daring departure from the ordinary, seamlessly intertwining innovation, sustainability, and elegance to craft a mesmerizing collection of lab-grown diamonds, the new luxury, tailored for the discerning and conscientious modern consumer. Rooted in a firm commitment to ethical sourcing, environmental stewardship, and vibrant cultural collaborations, the brand emerges as a leader of responsible luxury. Conceived to fill a void in the market, GRWN resonates with Millennial and Gen Z consumers seeking a brand that mirrors their values. What sets GRWN apart from its counterparts is not only its avant-garde patented technology but also its unwavering dedication to ethical sourcing and sustainable production, making it an irresistible choice for the mindful consumer of today.

"GRWN is not just a jewelry brand; it's a movement towards a more sustainable and conscious future. With our extensive background in the industry, we aim to redefine luxury, offering consumers an alternative that aligns with their values without compromising on style or quality."

"We believe in pushing the boundaries of what's possible. GRWN is a testament to that belief, combining the legacy of luxury jewelry with a modern, forward-thinking approach. GRWN will be a lifestyle brand that will blend culture, design, and sustainability in creating products that resonate with the next generation of consumers.''

Affirming its commitment to pushing boundaries, GRWN is set to forge creative partnerships with notable lifestyle and fashion brands through limited-edition capsule collections and unique statement pieces. The inaugural collaboration with MAD, a leading online destination for men’s contemporary fashion and streetwear, kicks off in early June, with promises of numerous exciting collaborations to follow.

In addition to the brand’s sustainability initiatives, GRWN has strategically partnered with the non-profit The Fashion Scholarship Fund (FSF) to support young talent pursuing a career in the fashion industry. GRWN will offer clients the opportunity to donate to the FSF with each purchase and will match up to $25 for every donation made both online and in-store.

Consumers are invited to explore GRWN’s genderless lab-grown diamond collection, available for purchase starting on May 13th, 2024 through its official website, and social media channels: Instagram, and TikTok.


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