True Diamond

True Diamond is a rapidly emerging luxury jewellery brand specializing in certified lab-grown diamonds. The company has quickly positioned itself as a leader in the lab-grown diamond (LGD) segment, catering to the growing demand for sustainable, affordable and design-forward jewellery among modern Indian consumers.

Core Products and Services

• Extensive catalogue of over 5,000 unique, customizable designs, including rings, earrings, necklaces, bracelets, pendants, mangalsutras, tennis bracelets and a dedicated men’s collection.

• 100% certified lab-grown diamonds, graded by international authorities such as IGI and GIA, with a focus on VS clarity and D/E/F color grades, ensuring premium quality.

• Bespoke design services and a customer-centric approach, including personal consultations, WhatsApp-first communication and high-touch retail experiences.

• Transparent pricing, buyback and exchange policies and a 14-day delivery promise across India.

Business Model & Revenue Streams

True Diamond operates on a hybrid direct-to-consumer (D2C) and omnichannel retail model, generating revenue through:

• Direct sales of lab-grown diamond jewellery via its own online platform and flagship offline stores.

• Bespoke and customized jewellery orders, which command higher average order values (AOVs) due to personalization and premium design services.

• Customer-centric services such as buyback, exchange and certification, which enhance trust and drive repeat purchases.

• Retail sales (both online and offline) of rings, necklaces, bracelets, earrings, pendants, mangalsutras and men’s jewellery.

• Custom design commissions and personalized consultations.

• Potential future monetization through partnerships, exclusive collections and possibly B2B collaborations with other retailers or designers.

Customer Segmentation

• Primarily B2C, targeting urban, value-conscious and design-savvy consumers seeking sustainable luxury.

• Growing focus on both women’s and men’s segments, with specialized collections for each.

• Early adopters include young professionals, couples and gifting customers, with expansion planned toward broader demographics as awareness grows.

Growth Strategy

• Aggressive omnichannel expansion: Scaling offline presence across India’s major metros to complement digital-first discovery and engagement.

• Product innovation: Launching unique diamond cuts (e.g., 160+ facet Portuguese diamonds, black diamonds), expanding design catalogues and offering high customization.

• Brand-building through storytelling, influencer partnerships and content-driven marketing.

• Customer experience: High-touch, personalized service both online (WhatsApp-first, video consultations) and offline (immersive retail environments).

• Sustainability and transparency as core brand pillars, appealing to the rising segment of conscious consumers.