A Start-up Founder's Story: GROWN

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.

You started working on GROWN in the last few months of completing your MSc in Strategic Entrepreneurship & Innovation. Did your course knowledge and experience help you and your venture?

GROWN was born out of a ‘Venture Growth’ module, where I pitched as part of an exam. I gained confidence and practical skills in pitching, deck building and articulating a value proposition – which I later applied to Idea Factory and the King’s Start-up Accelerator. The course also gave me a strong foundation in lean start-up methods, customer validation and growth strategy, which I immediately applied to GROWN as I went from ‘idea’ to viable business. Balancing my studies with launching a start-up was intense, but taught me discipline, time management and how to make decisions under pressure.

As a solo-founder, what’s been valuable to your entrepreneurial journey?

Building structure and accountability into my workflow has been key to helping me move forward. Without a co-founder, it’s easy to get stuck in your own head, so I’ve learned to be intentional with goal setting, reflection and staying connected to my ‘why’.

The King’s Start-up Accelerator community had been invaluable. Having access to mentors, expert sessions and a peer group of ambitious founders has created a sense of support and momentum which I just wouldn’t have had alone. It’s helped me to feel less isolated, gain clarity through feedback and stay motivated during the more challenging moments of the journey.

Now you’re reaching the end of the King’s Start-up Accelerator, what are your highlights?

I can honestly say the experience has been a transformative chapter in both my personal and professional journey. When I joined, I had a strong vision for GROWN but was still in the early stages of turning that vision into something tangible.

It's easy to feel isolated as a solo-founder, but being part of a community of passionate founders gave me a sense of belonging and motivation. I’ve built a network of people I can turn to for honest feedback, collaboration or support.

Looking back at where you started, what’s been your biggest achievement?

Over the course of 12 months, I’ve not only built the MVP for my brand, but also developed a level of structure, confidence and clarity that I didn’t have before. The testing process has shaped my product and given me a clearer understanding of what my customers truly want and need.

Having direct feedback from experienced entrepreneurs and experts helped to sharpen my thinking, make smarter decisions and avoid common pitfalls. It pushed me to ask the right questions – not just about my product, but about the kind of business I want to build.

Personally, the programme took me out of my comfort zone, and I feel more prepared now to lead my venture and take it forward with intention and resilience.

What’s next for you and your venture? What impact are you hoping to create with your start-up?

Focused, consistent execution. Over the coming months I will continue to validate and test, refine the product based on real feedback, build traction and early customer sales. I’m building GROWN to become the next category-defining brand in lab-grown jewellery. One that’s fashion forward, ethical and accessible to the everyday wearer. I want GROWN to shift how people see prestige, not as something inherited, but something cultivated.

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Learn more about GROWN on their website or Instagram.

The Entrepreneurship Institute supports students, staff and alumni, to start and scale their ideas and ventures through the King's Start-up Accelerator. If you would like to know more, check out our website.