In the crowded landscape of New York City’s fashion scene, where new jewelry brands emerge and disappear with alarming frequency, one name is carving out space with an authenticity that’s impossible to ignore: GRISÉ NYC. But this isn’t just another trendy jewelry startup with venture capital backing and influencer partnerships. This is a story about love, loss, and the unshakeable belief that jewelry should be as resilient as the people who wear it.
The Birth of a Brand: When January 20th Became More Than a Date
January 20, 2023, wasn’t chosen randomly for GRISÉ’s launch. For founder Georgina, this date carries profound weight—it marks the anniversary of her mother Griselina’s death from liver cancer in 2015. Where most people might shy away from such painful associations, Georgina leaned into the significance, transforming her grief into something powerful and tangible.
“I started GRISÉ in memory of my mom, Griselina, who passed away from liver cancer in 2015. She was bold, stylish, and full of love, and this brand is a reflection of all of that,” Georgina explains. The brand name itself—pronounced “gree-say”—serves as a daily reminder of the woman who inspired every collection, every design decision, every bold choice that defines what GRISÉ has become.
But here’s what makes this story particularly compelling: Georgina didn’t have the luxury of diving into entrepreneurship full-time from day one. Like so many founders, she was grinding. Hard. Working 50+ hours weekly at a production company, she somehow found the energy to pour into pop-up events across New York City and New Jersey, slowly building a presence in the ultra-competitive jewelry market.
Picture this: long days at the office, followed by evenings and weekends setting up displays, talking to customers, refining designs, managing inventory, handling social media—all while processing the magnitude of building a business as a memorial to her late mother. It’s the kind of origin story that makes you understand why GRISÉ pieces carry such intentionality. They were literally forged in the fire of determination.
The Universe Speaks: When a Layoff Becomes a Launchpad
Fast forward to 2024. Georgina gets laid off from that demanding production company job. For most people, this would trigger panic. Financial instability. Uncertainty. Fear. But sometimes the universe has a funny way of forcing your hand when you’ve been too cautious for too long.
“A year later, I was laid off, and as scary as it was, it also felt like the universe was telling me: it’s time. Time to stop holding back. Time to bet on myself… so I did.”
That decision—to transform what could have been a devastating setback into the catalyst for going all-in on GRISÉ—defines the brand’s DNA. It’s that same boldness, that same refusal to play it safe, that infuses every piece of jewelry bearing the GRISÉ name.
What began as a tribute quickly evolved into Georgina’s full-time purpose and passion. The side hustle became the main event. The dream became the daily reality.
Breaking the Mold: Why GRISÉ Isn’t Playing by Traditional Jewelry Rules
Walk into most jewelry stores or browse typical online collections, and you’ll encounter the same tired narrative: delicate pieces that require careful handling, expensive metals that tarnish within months, trendy designs that feel dated within seasons, and gender-specific categories that limit who can wear what.
GRISÉ NYC throws that entire playbook out the window.
“I don’t follow trends. I create collections that make statements and spark conversation,” Georgina asserts. “Every collection is rooted in what I watched my mother wear, reimagined through my streetwear lens. A raw fusion of elegance, culture, and personal style.”
This philosophy manifests in jewelry that genuinely challenges conventional limitations:
The Tarnish-Free Promise Anyone who’s purchased affordable jewelry knows the frustration: you love a piece, wear it consistently, and within weeks it’s turning your skin green and losing its luster. GRISÉ’s tarnish-free technology eliminates this common pain point entirely. No green skin. No discoloration. No watching your favorite pieces deteriorate. Just lasting brilliance that maintains its integrity regardless of how often you wear it.
Waterproof Construction Here’s where GRISÉ really separates itself from the pack. How many times have you remembered to remove your rings before showering, only to realize mid-lather that you forgot? Or wanted to wear your favorite necklace to the gym but worried about sweat damage? GRISÉ pieces are engineered for real life—showers, workouts, spontaneous rain, beach days—everything that makes jewelry impractical for most people becomes a non-issue.
Unisex Design Philosophy “GRISÉ NYC is for minimalists, maximalists, and everyone in between. The designs are unisex, inclusive, and made to empower whoever puts them on,” Georgina emphasizes. This isn’t just marketing speak. The collections genuinely transcend traditional gender categories, recognizing that style has no binary. A chain is a chain. A ring is a ring. If it speaks to you, it’s yours.
The Aesthetic: Where Streetwear Meets Sophistication
Understanding GRISÉ’s visual language requires understanding Georgina’s unique perspective. She watched her mother’s bold, elegant style throughout her formative years, absorbing lessons about self-expression through accessories. Then she filtered those memories through her own streetwear sensibility—the raw, urban aesthetic that defines contemporary New York fashion.
The result? Jewelry that feels simultaneously timeless and modern. Pieces that work equally well with a tailored suit or distressed denim. Designs that make statements without screaming for attention. Bold enough to define your look, refined enough to maintain versatility.
This is jewelry for people who refuse to be categorized. For those who see accessories as extensions of identity rather than afterthoughts. For individuals who want their jewelry to work as hard as they do.
The Materials: Quality Without Compromise
GRISÉ’s commitment to quality begins with material selection. The brand works primarily with two core materials: 18k gold plated pieces and stainless steel construction. This isn’t accidental—these materials represent the sweet spot of durability, aesthetics, and accessibility.
The 18k gold plating delivers the warm, luxurious appearance of solid gold without the prohibitive price point. Combined with GRISÉ’s proprietary tarnish-free technology, these pieces maintain their golden glow through constant wear, moisture exposure, and the general chaos of daily life.
The stainless steel collections offer industrial-strength durability with sleek, contemporary aesthetics. Hypoallergenic, corrosion-resistant, and virtually indestructible, stainless steel appeals to those who need jewelry that can truly withstand anything.
Both material categories share GRISÉ’s non-negotiable standards: pieces must be designed for everyday confidence and wear. Period.
From Pop-Ups to Global Stages: The Growth Trajectory
GRISÉ’s journey from local New York and New Jersey pop-up events to broader recognition illustrates organic, community-driven growth. There’s no overnight success story here, no viral moment that suddenly catapulted the brand to fame. Instead, it’s been steady, intentional building—one customer interaction at a time, one piece at a time, one believer at a time.
Those early pop-ups served as more than just sales opportunities. They were research and development in real-time. Georgina could watch how people interacted with pieces, hear their concerns about jewelry durability, understand what was missing from the market, and adjust accordingly. This direct feedback loop created collections genuinely responsive to customer needs rather than designer assumptions.
Now, GRISÉ pieces are appearing on “icons rocking GRISÉ on global stages,” as Georgina proudly notes. The brand’s Instagram presence (@grise.nyc) showcases a growing community of customers worldwide who’ve integrated GRISÉ into their signature styles, using the hashtag #grisényc to share how they’re making the pieces their own.
The Philosophy: No Rules, Just Style
If there’s a mantra that encapsulates everything GRISÉ represents, it’s this: “No rules, just style.”
In an industry often bound by tradition, formality, and rigid conventions about when, where, and how jewelry should be worn, this philosophy feels revolutionary. It’s permission to trust your instincts. To wear what makes you feel powerful. To ignore outdated guidelines about matching metals or occasion-appropriate pieces.
GRISÉ empowers customers to be their own stylists, their own curators, their own fashion authorities. The jewelry provides the tools; you provide the vision.
The Intentionality Factor: Every Detail Matters
“Everything about my brand is intentional. From design to quality,” Georgina states emphatically. This isn’t hollow founder-speak—it’s evident in every aspect of GRISÉ’s operation.
The choice to launch on January 20th. The decision to make pieces tarnish-free and waterproof. The commitment to unisex design. The fusion of streetwear and elegance. The material selection. The pricing strategy. The brand aesthetic. Even the name itself—all of it serves specific purposes rooted in Georgina’s vision and values.
This level of intentionality creates cohesion. When you encounter GRISÉ, whether through the website, social media, or the jewelry itself, you immediately understand what the brand stands for. There’s no confusion, no mixed messages, no identity crisis. Just clear, confident, consistent expression of purpose.
The Community: Built on Purpose, Passion, and Persistence
Perhaps most importantly, GRISÉ has cultivated a genuine community rather than just a customer base. “From a dream to a movement, driven by purpose, and powered by all of you,” Georgina acknowledges, recognizing that the brand’s success isn’t hers alone.
This community consists of people who see themselves in GRISÉ’s story. Those who’ve experienced loss and found meaning in memorial. Individuals who refused to let setbacks define their trajectories. People who value authenticity over polish. Those who want jewelry that matches their energy—bold, resilient, unapologetic.
Looking Forward: What’s Next for GRISÉ NYC
As GRISÉ continues expanding beyond its New York City roots, the brand remains anchored in its founding principles. The mission hasn’t changed: create jewelry that defines your edge, honors personal stories, and empowers everyone who wears it.
With collections that resonate across demographics, geographies, and style preferences, GRISÉ is positioned for significant growth while maintaining the authenticity that made it special in the first place. The challenge—and opportunity—lies in scaling without losing soul, expanding reach without diluting message, growing revenue without compromising quality.
If the first two years are any indication, Georgina and GRISÉ NYC are more than ready for whatever comes next.
The Bottom Line
GRISÉ NYC represents something increasingly rare in modern retail: a brand with genuine heart, built on meaningful foundation, offering products that actually deliver on their promises. In a world of disposable fashion and forgettable accessories, here’s a jewelry line designed to last—both physically and emotionally.
Whether you’re a minimalist seeking understated elegance, a maximalist wanting bold statements, or somewhere in between, GRISÉ offers pieces that work. Pieces that endure. Pieces that matter.
Because at its core, GRISÉ NYC isn’t really about jewelry at all. It’s about carrying the people we love with us. It’s about betting on ourselves when the universe pushes us. It’s about refusing to compromise on quality, authenticity, or vision.
It’s about turning grief into gold—literally and figuratively.
And that’s a story worth wearing.
Discover GRISÉ NYC at www.grise-nyc.com and join the movement on Instagram @grise.nyc