Lab-grown diamond jewellery startup True Diamond has raised Rs 26 crore in a pre-Series A funding round. The round was led by venture capital firm India Quotient, with continued support from Titan Capital Winners Fund and Huddle Ventures, who had backed the brand earlier.
Founded in early 2024 by Darayus Mehta and Parin Shah, True Diamond is a new-age jewellery brand focused on sustainability, design innovation, and premium quality. The brand is on a mission to redefine luxury using lab-grown diamonds, offering modern customers both elegance and conscience in every piece.
Offers Wide Product Range
True Diamond’s catalogue includes a wide selection of jewellery such as rings, earrings, pendants, necklaces, mangalsutras, bracelets, and tennis bracelets. It also offers customized jewellery and exclusive collections for men. The startup claims it has built over 5,000 designs and currently maintains a 1.7x customer repeat rate, showcasing early customer loyalty.
“We never wanted to be just another jewellery brand,” said co-founder Parin Shah. “We’re building a next-gen brand experience using high-quality lab-grown diamonds and a retail journey that breaks away from the conventional. This round helps us scale our vision faster.”
Omnichannel Expansion Begins
The raised capital will be used to expand the brand’s omnichannel strategy, especially focusing on offline retail. True Diamond already operates outlets in Mumbai, Hyderabad, and Noida, and plans to launch more stores across major metro cities.
Sahil Makkar of India Quotient expressed strong confidence in the lab-grown diamond market, calling it a high-potential category. He praised True Diamond for becoming an “aspirational omnichannel retailer.” Shiv Kapoor from Titan Capital added that True Diamond is creating a desirable brand that offers both design and personalized service without compromise.
With the new funding, True Diamond is positioned to take bold steps toward becoming a leading luxury jewellery brand for India’s value-conscious yet style-focused consumers. The combination of sustainability, innovation, and strong customer engagement may help it shine even brighter in a fast-evolving jewellery market.
