Introduction
India’s relationship with diamonds has always been deeply rooted in tradition, craftsmanship and celebration. Yet, the way a new generation experiences diamond jewellery is beginning to take a different shape. With changing consumer preferences, greater awareness and an increasing inclination towards contemporary, accessible luxury, lab-grown diamonds are carving out a distinct space in the country’s jewellery landscape. India’s lab-grown diamond jewellery market, valued at approximately ₹3,450 crore in FY2025, is projected to reach nearly ₹5,179 crore by FY2028, reflecting the growing possibilities of this emerging category.
It is within this evolving landscape that Emori, founded by Arushi Jain, is building its identity. Bringing together modern aesthetics, thoughtfully priced fine jewellery and a transparent buying experience, the brand is approaching diamonds through the lens of a generation that values both design and informed choices. For Arushi, the idea took shape through curiosity about an emerging industry, a willingness to explore its possibilities and the conviction that lab-grown diamonds could open up a new chapter in India’s jewellery story.
From Corporate Experience to an Entrepreneurial Calling
Born and raised in Chandigarh, Arushi began her professional journey with an MBA from IIM Calcutta, followed by a stint in investment banking with Goldman Sachs in Bengaluru. She subsequently explored political consulting before spending six and a half years at OYO, gaining exposure to the fast-paced world of consumer technology and startups.
The desire to build something of her own eventually led her to explore emerging business opportunities. Her introduction to lab-grown diamonds came during the Union Budget announcement of 2023, when the government announced support for research and development in the segment. Intrigued by the possibilities, she travelled to Surat, where she spent several weeks understanding the diamond ecosystem, its manufacturing processes and the science behind lab-grown diamonds.
What stood out was their remarkable value proposition. Sharing the same chemical, physical and optical properties as mined diamonds, lab-grown diamonds offered an opportunity to make diamond jewellery more accessible. Recognising the potential of this emerging category in India, Arushi decided to turn her research into a venture. That conviction became the foundation of Emori.
Changing Perceptions, One Diamond at a Time
Over the past three years, Arushi has witnessed a significant shift in how Indian consumers perceive lab-grown diamonds. When Emori first entered the market, conversations often began with questions about authenticity, durability and whether these diamonds were comparable to American diamonds or cubic zirconia.
Today, the conversation has evolved. Consumers are increasingly familiar with lab-grown diamonds and understand that they are distinct from other diamond simulants. This growing awareness has made the buying journey more intuitive, allowing brands to focus on design, identity and customer experience.
As Arushi explains, the shift is particularly visible in categories such as engagement rings and wedding jewellery, where more consumers are exploring lab-grown alternatives. Their value proposition, combining diamond authenticity with greater affordability, is steadily resonating with modern buyers.
For Emori, this transition represents an exciting opportunity to build a brand around informed choices and contemporary aspirations.
Making Trust an Integral Part of the Experience
In fine jewellery, trust is built through every detail, from certification to the final buying experience. At Emori, transparency is central to this philosophy. Every gold jewellery piece carries BIS hallmarking, while its diamonds are certified by independent third-party grading agencies that also evaluate natural diamonds.
The brand extends this transparency to its pricing structure, offering customers a detailed breakdown of gold value, making charges, diamond carat weight, diamond pricing, applicable GST and discounts. This allows buyers to understand precisely what goes into the jewellery they purchase.
Its 30-day free return policy further strengthens this approach, giving customers the flexibility to make their purchases with confidence. Whether shopping online or visiting a store, the experience is designed to offer clarity, convenience and reassurance.
Designing Jewellery for a New Generation
As jewellery preferences evolve, Emori is positioning itself around the changing aesthetic sensibilities of millennials and Gen Z. Arushi observes that younger consumers increasingly gravitate towards minimalist, lightweight and versatile pieces that seamlessly complement their everyday wardrobes.
The distinction is visible across generations. While traditional jewellery preferences often leaned towards elaborate and heavier designs, today’s consumers are exploring delicate solitaires, contemporary silhouettes and timeless pieces that transition effortlessly from professional settings to personal occasions.
Emori’s design philosophy reflects this shift. Its team focuses on creating modern aesthetics while carefully optimising gold usage to make pieces more affordable without compromising durability. The objective is to make fine jewellery accessible to consumers who value both thoughtful design and everyday wearability.
Building Beyond the Founder: A Leadership Journey
Arushi’s leadership philosophy has evolved alongside Emori. In its early days, she managed almost every aspect of the business, from coordinating orders and packaging to customer conversations, sales and delivery operations. With a small team and an initial jewellery collection, the focus was on building the fundamentals from the ground up.
As the business expanded, so did her understanding of leadership. Today, with three offline stores in Gurugram, Dwarka and Noida, alongside its pan-India online presence, her role increasingly centres on hiring, team development, operational processes and supporting different functions.
For Arushi, leadership is about creating a team that can operate independently while knowing that the founder remains available to guide, support and resolve important decisions.
The Power of Perspective and Staying Grounded
Reflecting on three years of entrepreneurship, Arushi believes that perspective is one of the most valuable assets a founder can develop. Emori’s appearance on Shark Tank India brought considerable visibility, customer interest and recognition, creating an important growth opportunity for the brand.
She views such milestones as stepping stones, encouraging the team to make the most of every opportunity while remaining focused on what comes next. Equally important is remembering how far the business has travelled. Having built Emori from scratch, every new milestone reinforces her belief that the team has the experience and resilience to navigate its next chapter.
Her hands-on understanding of the business, from supplier relationships to product costing, also gives her the operational insight required to make informed decisions.
A Growing Market and an Ambitious Vision
Looking ahead, Arushi sees considerable opportunity in India’s jewellery industry. With the overall Indian jewellery market valued at approximately ₹2.9 lakh crore, the diamond jewellery segment and the emerging lab-grown diamond category have substantial room to expand.
She also anticipates a stronger shift towards branded jewellery as consumers increasingly value authenticity, consistent pricing and transparent buying experiences. The convergence of growing diamond jewellery consumption, rising acceptance of lab-grown diamonds and the expansion of organised retail could create significant opportunities for emerging brands.
Emori is preparing for this future through its expanding omnichannel presence, with three existing stores and two more planned in the NCR region.
For Arushi, the ambition extends beyond building a successful jewellery business. It is about creating a brand that becomes a meaningful part of people’s milestones, personal expressions and everyday lives. As she looks towards the next phase of Emori’s journey, her vision remains clear: to make Emori one of the most loved jewellery brands in India.
-By Muskan Dengra
