Princess Jewelry was founded by Janice Grunwald, a purest dedicated jeweler, hailing from a family lineage steeped in the diamond trade for generations. Her grandfather's migration from Europe to Brazil started a mining and trading enterprise that exposed her to the multifaceted world of gems. Passing through all the phases within the business, the family dedicated a lengthy time to developing the proper techniques, relationships, and partners. Lastly, focusing on the polishing of rough diamonds.

Janice pursued a degree in Industrial Design later on, specializing as a Master Gemologist at the GIA, which further honed her jewelry-making skills. Her repertoire comprises an array of timeless, classic designs and contemporary pieces that anticipate industry trends and design aesthetics. As the curator of new jewelry and designs, she became a respected persona in the field.