- Lab-grown diamonds were once seen as a budget alternative to natural diamonds. What factors have helped them evolve from a compromise purchase to an aspirational upgrade in the Indian market?
The perception of lab-grown diamonds has changed dramatically over the past few years. Today’s consumers understand that lab-grown diamonds are chemically, physically, and optically identical to mined diamonds. Rather than being viewed as a substitute, they are increasingly seen as a smarter and more conscious choice.
Consumers can now own larger, higher-quality diamonds at a significantly better value while also aligning with sustainability and transparency. For a generation that values both aspiration and practicality, lab-grown diamonds represent an upgrade in design, size, and purchasing power rather than a compromise.
- Fine jewellery has traditionally been dominated by established legacy brands. What were the biggest challenges and opportunities in building a direct-to-consumer (D2C) jewellery brand in this space?
The biggest challenge was building trust. Jewellery remains one of the most emotional and high-value purchases consumers make, and buyers naturally seek assurance around quality, certification, pricing, and after-sales support.
At the same time, this presented a tremendous opportunity. The D2C model allows us to educate customers directly, maintain complete transparency, and offer superior value by eliminating unnecessary intermediaries. Through our vertically integrated model, we control the journey from diamond cultivation to retail, enabling us to deliver premium products with greater affordability and transparency.
- As a third-generation diamantaire, how have you seen consumer preferences and the diamond industry change over the years, and what do you expect the next decade to look like?
The industry has shifted from ownership-driven luxury to value-driven luxury. Earlier, consumers primarily purchased diamonds as symbols of status and tradition. Today’s buyers seek meaning, transparency, design, and personal expression.
Over the next decade, I believe lab-grown diamonds will become a mainstream category globally. Consumers will continue prioritizing quality, customization, sustainability, and authenticity. Technology will play a larger role in both diamond production and jewellery design, making luxury more accessible while maintaining craftsmanship and exclusivity.
- How is the growing demand for transparency, sustainability, and ethical sourcing influencing purchasing decisions in the luxury jewellery segment?
Consumers today are more informed than ever before. They want to know where their products come from, how they are made, and whether they align with their values.
Transparency has become a key driver of trust. Buyers increasingly seek certified products, clear pricing, responsible sourcing practices, and brands that openly communicate their processes. In luxury jewellery, sustainability is no longer an added benefit – it is becoming an essential part of the purchase decision, particularly among younger consumers.
- The phrase “conscious luxury” is becoming increasingly common. Why do you believe conscious luxury has moved from a niche trend to a mainstream consumer expectation, particularly among younger Indian buyers?
Younger consumers want luxury that reflects both their aspirations and their values. They are not willing to choose between beauty, quality, affordability, and responsibility – they expect all of them together.
This shift has transformed conscious luxury from a niche category into a mainstream expectation. Modern consumers research extensively before making purchases and gravitate toward brands that offer transparency, ethical practices, and long-term value. Lab-grown diamonds fit naturally into this mindset, enabling customers to celebrate life’s milestones with products that are beautiful, responsible, and future-forward.
For many young Indians today, conscious luxury isn’t a trend – it’s simply the new definition of luxury.
