What’s the inspiration behind GROWN and what problem are you seeking to solve?
My inspiration is deeply personal. It started with my mother. From a young age I watched her carefully select jewellery as she got ready in the morning. Jewellery held special meaning and memory for her.
As I learnt more about the traditional diamond industry, I couldn’t reconcile the beauty I saw in jewellery, with the reality of its impact – on people, communities and the planet. I started to ask questions. Why does beauty, prestige and permanence come at a cost? Why can’t jewellery reflect not just tradition, but transformation?
GROWN reimagines luxury through the lens of growth, values and self-definition. We use lab-grown diamonds and gemstones, identical in brilliance and structure to mined ones, but without the environmental harm or ethical compromise. Our mission is to make fine jewellery accessible.
You were a finalist in Idea Factory before applying for the King’s Start-up Accelerator. How did this experience help you and your venture?
Idea Factory was the first time I truly stepped out of my comfort zone, and it was a turning point for me and GROWN. It made me talk to real people, test whether the idea resonated and make sure there was real demand, rather than just assuming it would work. The hands-on learning gave me the confidence to pitch with purpose and helped me to properly validate my business idea. Standing on stage and articulating my vision forced me to refine my messaging and really believe in what I was creating.
In many ways, it was a preview to what the King’s Start-up Accelerator would be like – fast paced, feedback-driven and full of growth. I approached my accelerator application with more clarity and conviction and felt fully prepared to engage with everything the programme had to offer.