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- Tell us a bit about your entrepreneurial / professional journey.
I began my career far from the jewellery industry, graduating from the London School of Economics, pursuing further studies at Harvard Business School and Imperial Business School, and working as an investment banker at Barclays in London. Despite my finance background, I always aspired to bring a unique Indian story to the world. On a visit to the Bhathwari Group’s deep-tech labs in Surat, I was inspired by the cutting-edge technology and the potential of lab-grown diamonds. This experience motivated me to return to India and launch Limelight Lab Grown Diamonds in 2019—India’s first sustainable CVD diamond jewellery brand.
- When and how did Limelight start? What was the inspiration?
Limelight was founded in 2019 with the vision of creating a luxury niche for lab-grown CVD diamonds from India. Witnessing the technological advancements and sustainable practices in diamond creation, I felt compelled to build a brand that combined luxury with responsibility. My inspiration was to offer beautiful, couture jewellery that is also eco-friendly and to showcase India’s progress in this innovative field.
- What is the USP of the brand and how has the experience been so far?
Limelight’s unique selling proposition is its commitment to sustainability, quality, and innovation. We are fully integrated—from diamond growth to retail—ensuring consistent quality and supply. Our diamonds are certified, eco-friendly, and produced using advanced CVD technology. As India’s first exclusive CVD diamond jewellery brand to receive ESG+ certification and the Butterfly Mark by Positive Luxury, we combine luxury with conscious living. The journey has been rewarding, with rapid growth and strong consumer trust.
- How was the brand’s online to offline journey? Why was it necessary?
We started with a strong digital presence to educate and build awareness about lab-grown diamonds. As demand grew, we expanded offline to offer customers a tangible, immersive experience. This transition was essential to build trust, allow customers to experience the brilliance of our diamonds firsthand, and strengthen our brand recall in the luxury segment.
- What are the pros and cons of omnichannel approach?
Pros:
- Wider reach and accessibility for customers.
- Enhanced brand recall and trust through physical presence.
- Seamless customer experience across platforms.
Cons:
- Requires significant investment in technology and logistics.
- Complex inventory management.
- Need for consistent brand messaging across channels.
- What are the advantages of labgrown diamonds vis-à-vis naturally mined ones?
Sustainability: Lab-grown diamonds have a minimal environmental footprint, saving land and water compared to mining.
Ethics: No mining means no conflict diamonds or harmful labor practices.
Affordability: They offer superior quality at more accessible price points.
Purity: CVD diamonds are the purest type, often surpassing mined diamonds in clarity and brilliance.
- How is the labgrown diamonds’ market evolving? Where do you see it 5 years from now?
The lab-grown diamond market is witnessing rapid growth, with India at the forefront as the largest exporter and second-largest producer globally. The sector in India is growing at 15-20% annually and is expected to account for 16% of the $132 billion global diamond market by 2029. In five years, lab-grown diamonds will be mainstream, driven by conscious luxury and shifting consumer values.
- What is your management mantra?
My management mantra is to lead with purpose, prioritize innovation, and foster a culture of sustainability. Empowering teams, embracing new technology, and staying customer-centric are at the heart of our growth.
- What are Limelight’s expansion plans for FY26?
We plan to aggressively expand our retail footprint, aiming for 100 stores by 2026. This includes both exclusive stores and shop-in-shop formats across India’s major cities. We’ll continue to diversify our design portfolio and invest in technology to enhance customer experience and operational efficiency.
- What made the company decide to enter franchising? How has that journey been?
Franchising was a strategic move to scale rapidly and tap into local expertise. Our franchise model is success-driven, offering partners a fully stocked inventory, store design, marketing support, and extensive training. Franchisees benefit from strong margins, assured returns, and high repeat value. The journey has been extremely positive, with over 65 partners and a robust presence in 40+ cities.
- Talk us through the recent bit of funding that Limelight secured.
Limelight recently raised close to $11 million (INR 90 crore) from leading fund houses, broking firms, family offices, and promoters. This capital will fuel our expansion, enhance our design offerings, and strengthen operational capabilities. The investment comes at a time when the LGD sector is booming and will help us accelerate growth and maintain our leadership in sustainable luxury jewellery.
- Where do you see Limelight 5 years from now?
In five years, Limelight aims to be the largest sustainable luxury jewellery brand from India, with a strong international presence. We envision being synonymous with conscious luxury, innovation, and trust, offering the widest choice of designer jewellery at accessible price points.
- How have you integrated technology for the brand’s growth and expansion?
Technology is integral to Limelight’s DNA—from CVD diamond growth to digital retail platforms, inventory management, and customer engagement. We leverage advanced automation, AI-driven techniques, and seamless omnichannel solutions to ensure operational excellence and a superior customer experience.
