India has always been the engine room of the diamond world. We’ve cut, polished, and now grown 90%+ of the world’s lab-grown diamonds.
But when it comes to selling them directly to Indian consumers?
We’re still warming up.
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✅ What’s Looking Promising:
• Tier 1 & 2 buyers are price-conscious but style-aware—lab-grown gives them size and sparkle
• Gen Z & Millennials are more value-driven, eco-aware, and brand loyal than ever before
• Brands like Limelight, Giva & J’evar are building with content, influencers, and omnichannel touchpoints
• Jewelbox is doubling down—backed by fresh funding and B2C ambitions
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🚫 But There’s Work to Be Done:
• Mined = Emotion = Real is still a deeply rooted wedding mindset
• Confusion is high—lab-grown vs CZ vs moissanite? Most still don’t know the difference
• Storytelling is weak—without purpose, lab-grown just feels like a “cheaper version”
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⚖️ The Bottom Line:
India is almost ready.
The interest is there, but it’s not instinctive—yet.
To win, brands need more than sparkle and price—they need meaning, mood, and message.
The next breakout jewelry brand?
Will be the one that sells a feeling, not just a product.
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