ewellery

Lab-grown diamond jewellery brand True Diamond has raised ₹26 crore in a pre-Series A funding round. The round was led by India Quotient, with participation from existing investors Titan Capital Winners Fund and Huddle Ventures.

Founded in early 2024 by Darayus Mehta and Parin Shah, the startup focuses on offering high-quality, sustainable diamond jewellery. Their products include rings, earrings, pendants, necklaces, bracelets, mangalsutras, and even men’s collections. The brand claims to have over 5,000 designs in its collection and a 1.7x customer repeat rate, indicating strong customer satisfaction.

Parin Shah, co-founder of True Diamond, shared, “We never wanted to be just another jewellery brand. We’re building a next-gen brand experience through lab-grown diamonds and a modern retail journey.” With the fresh capital, the company plans to expand its offline presence. It has already opened stores in Mumbai, Hyderabad, and Noida, and aims to open more outlets in metro cities soon.

Lab-grown diamonds are becoming a popular alternative to mined diamonds, especially among environmentally conscious and value-driven customers. They offer the same sparkle and quality at a more affordable price, without harming the environment.

Sahil Makkar of India Quotient said, “Lab-grown diamond jewellery is a great value proposition for today’s design-sensitive and price-conscious customers. True Diamond is becoming a strong, aspirational brand in this category.”

Shiv Kapoor from Titan Capital added, “We believe lab-grown diamonds will make luxury jewellery more accessible. True Diamond has the chance to become a brand that customers are proud to wear and trust.”

With a growing customer base, strong investor backing, and a clear focus on modern, ethical jewellery, True Diamond is ready to shine brighter in India’s jewellery market.

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