The brand aims to cater to the growing demand for affordable diamond jewellery among younger consumers
Vadodara: Jewellery retailer Gandevikar Jewellers has expanded its portfolio with the launch of ‘Lavina’, a dedicated lab-grown diamond brand designed to cater to the growing demand for affordable diamond jewellery among younger consumers. The move marks the company’s entry into the fast-growing lab-grown diamond segment while complementing its long-established natural diamond business.
According to Pallavi Vivek Gandevikar, Director, Gandevikar Jewellers, the decision to launch ‘Lavina’ was driven by a noticeable rise in customer enquiries for lab-grown diamonds, particularly from younger buyers seeking accessible luxury. “Our focus is on the Gen Z generation—those who want to buy diamonds but may not be able to afford natural diamonds yet. We wanted to give them an affordable option through a dedicated lab-grown diamond brand,” said Gandevikar.
She added that the brand is primarily aimed at college students, young professionals and first-time buyers looking to own diamond jewellery at an accessible price point. “We have been working with natural diamonds for years, but we were receiving an equal number of enquiries for lab-grown diamonds. That encouraged us to create a separate brand exclusively for this category,” Gandevikar explained.
Rather than positioning ‘Lavina’ as a replacement for natural diamonds, Gandevikar Jewellers views it as a complementary offering that broadens its customer base while creating opportunities for long-term relationships. “Customers who buy natural diamonds generally continue to choose natural diamonds. But someone who purchases a lab-grown diamond from us builds trust in our quality and service. In the future, they may also consider buying natural diamonds from us,” Gandevikar noted.
One of Lavina’s key differentiators, according to the company, is its integration within Gandevikar Jewellers’ existing retail showroom instead of operating as a standalone lab-grown jewellery outlet. “Customers don’t have to visit a separate store. Under one roof, they can explore gold, platinum, natural diamonds, precious stones and lab-grown diamonds. It becomes a complete destination for all their jewellery needs,” said Gandevikar.
Currently, Lavina is being showcased through a dedicated counter within Gandevikar Jewellers’ flagship showroom in Vadodara. While the company is evaluating future expansion opportunities, it plans to first assess customer response before scaling the brand further. “We want to build a strong customer base for Lavina first. If the response and customer feedback remain positive, we will definitely consider expansion,” Gandevikar said, adding that Lavina follows the same principles as its parent company, in terms of trust, transparency, fair pricing and quality assurance.
Gandevikar Jewellers Pvt. Ltd. is a family-owned jewellery retailer operating its flagship showroom at Chikuwadi in Alkapuri, Vadodara, Gujarat. Established in 1927, the brand specializes in handcrafted gold, diamond, platinum and silver jewellery, serving customers under the leadership of owner and director Vivek P. Gandevikar.
Written by Zara Fernandes
Retail Jeweller India Exclusive
