Shilpa Shetty Joins Limelight Lab Grown Diamonds as Investor and Brand Ambassador

Bollywood actor, wellness advocate, and entrepreneur Shilpa Shetty has partnered with Limelight Lab Grown Diamonds as both a strategic investor and the new face of the brand, marking a significant moment in the evolution of India’s jewellery industry.

The collaboration comes as Limelight launches its boldest campaign yet, “Let’s Get Real,” a national initiative aimed at reshaping the perception of luxury through sustainability, innovation, and ethical sourcing. With this move, Shetty not only becomes the brand ambassador but also deepens her commitment to conscious consumerism by investing in the company.

“What drew me to Limelight was the honesty of their story,” Shetty said. “Lab-grown diamonds are a smart and responsible choice. With ‘Let’s Get Real’, you can wear something stunning yet meaningful without compromise. That’s the future of luxury—and I’m proud to help shape it.”

Founded by Pooja Sheth Madhavan, Limelight is India’s first scaled lab-grown diamond jewellery brand and has emerged as a market leader with a footprint in over 50 stores across more than 45 cities. The company aims to double its retail presence with 100 stores by 2026.

“Limelight isn’t just participating in the lab-grown diamond category—we’re building it,” said Sheth Madhavan. “This campaign is not just marketing; it’s a cultural reset. It challenges traditional luxury narratives and makes room for a more transparent, ethical alternative.”

The “Let’s Get Real” campaign is backed by a 360° marketing push across TV, digital platforms, print, outdoor advertising, cinema, and influencer collaborations. It is designed to appeal to the modern Indian woman—one who is values-driven, eco-conscious, and increasingly turning to sustainable alternatives in fashion and lifestyle.

Rupali Shrivastava, Chief Marketing Officer at Limelight, emphasized that the campaign reflects changing consumer behavior. “Luxury today is about meaning, not legacy. Lab-grown diamonds are resonating strongly with young, independent women who want their jewellery to reflect their values. We are not just responding to this shift—we’re leading it.”

With its innovative approach, strategic expansion plans, and high-profile backing from Shetty, Limelight Lab Grown Diamonds is positioning itself at the forefront of a new era in Indian luxury—one where ethics, elegance, and everyday wear can go hand in hand.