The brand’s inauguration was a two-day gala, which saw the presence of actor Urvashi Rautela and film director Madhur Bhandarkar
Bengaluru: New lab-grown diamond brand Aurya Diamonds has officially marked its entry into the market with a star-studded inaugural in Bengaluru. Spearheaded by Shikha Dadha and Saad Salman, the brand moves away from the ‘behind-the-glass’ culture of traditional showrooms, and has introduced a jewellery gallery. This space invites guests to interact with, touch and style pieces in an immersive environment designed for the new age consumer.
The brand’s arrival was marked by a high-profile, two-day gala. Day 1 focused on the brand’s contribution to Karnataka’s retail evolution in the presence of several ministers and other political dignitaries. Day 2 saw a celebration of ‘ethical brilliance’ featuring actor Urvashi Rautela and film director Madhur Bhandarkar, alongside Bengaluru’s influential taste-makers.
“The diamond industry is undergoing a paradigm shift,” said marketing and retail veteran Shikha Dadha, Founder, Aurya Diamonds. “True luxury shouldn’t be locked away in a vault due to price or guilt. We crafted Aurya because we believe jewellery should be a bold extension of one’s identity. We are designing for the woman who views her jewellery as a powerful self-expression, crafting a future where elegance is both mindful and accessible. Aurya is a guilt-free expression of identity—empowering you to wear spectacular, high-impact lab-grown diamonds every day without compromising the world around us.”
Saad Salman, Co-Founder & Investor, Aurya Diamonds, said, “From an investment and scalability perspective, lab-grown diamonds represent the most significant disruption the jewellery sector has seen in decades. By backing Aurya, we are investing in a future where high-growth retail meets sustainable technology. Our goal is to build a robust, scalable brand that captures the massive untapped potential of the Indian middle and upper-middle class, offering a product that is economically smarter and ethically superior.”
“The contemporary Indian consumer is fundamentally rewriting the rules of luxury,” said Reetesh Gade, CMO and COO, Aurya Diamonds. “Today’s consumers are highly discerning; they seek bold aesthetics and exceptional quality, yet they demand transparency and intelligent value. Aurya speaks directly to this cultural shift. We are not simply introducing a new diamond brand; we are empowering our consumers to upgrade their expectations, embrace contemporary design, and indulge in mindful luxury on their own terms.”
The brand’s launch arrives at a time when India’s lab-grown diamond market is expanding.
Retail Jeweller India News
