The association between the brand and the cricket franchise was established from the outset, with the team itself being named Karimnagar Diamonds to reflect the values they wanted it to embody
Hyderabad: Lab-grown diamond jewellery brand Elevé Diamonds recently acquired the ‘Karimnagar Diamonds’, a professional men’s Twenty20 franchise cricket team that competes in the Sreenidhi University TG20 tournament in Telangana. The brand has since leveraged the players to launch and promote its men’s jewellery line. By replacing traditional celebrity endorsements with athlete-led promotion, the brand effectively made use of sports marketing to promote its new collection.
According to the brand, the association between the jewellery brand and the cricket franchise was established from the outset, with the team itself being named Karimnagar Diamonds to reflect the values they wanted it to embody. “When we bought the franchise, we intentionally named it Karimnagar Diamonds because diamonds represent strength, brilliance and aspiration—qualities we wanted the team to stand for. So bringing the two together felt natural. We weren’t trying to force a collaboration; we were simply connecting two brands that were already part of the same story,” said Trishank Gupta, Founder and Managing Director, Elevé Diamonds and Co-owner, Karimnagar Diamonds.
The brand launched its new men’s jewellery collection by integrating products into the sporting ecosystem, having Karimnagar Diamonds TG20 players wear the bracelets, chains and rings. Explaining the decision to feature cricketers instead of film personalities, Gupta said the campaign was intended to spotlight sporting talent while giving the collection greater authenticity. “These players have earned their place through hard work, and that’s something people genuinely connect with. Also, everyone’s expecting jewellery brands to sign film stars. We thought, why not back sporting talent and do something a little different?” he said.
The campaign has generated strong visibility by presenting fine jewellery in an unexpected context. Gupta noted that the unconventional pairing encouraged conversations around the brand and extended its reach beyond traditional jewellery audiences. “When you see cricketers wearing fine jewellery, it’s unexpected. That curiosity helped us reach people who may not have noticed us otherwise. The biggest win for us has been that people remember the campaign. In today’s world, that’s half the battle won,” said Gupta.
Beyond awareness, the initiative has also contributed to increased interest in Elevé’s men’s jewellery range, reinforcing the category’s transition into everyday fashion. “Men’s jewellery is no longer limited to special occasions. Bracelets, chains and rings have become part of everyday style for a lot of people. When athletes wear them naturally and confidently, it makes the category feel much more approachable. We’ve definitely seen more interest in our men’s collection because of that,” Gupta said.
The collection is available across all Elevé stores, with campaign visuals featuring members of the Karimnagar Diamonds squad, including Chandan Sahani, Shubham Sharma, Ashish Srivastav, Sathwik Reddy and Abdul Adnan. By integrating a product launch with a T20 cricket franchise ownership, Elevé has created a marketing model that extends beyond endorsement, using a popular sport as a platform to build brand identity and drive category adoption.
For Gupta, the success of the campaign will ultimately be measured by long-term brand equity rather than immediate sales. “We’d love to see more customers discover Elevé, but for us this is bigger than immediate sales. We wanted people to see jewellery in a fresh way and position Elevé as a modern brand that’s willing to do things differently. If someone remembers Elevé because of this campaign and walks into our store six months later, I’d call that a success,” declared Gupta.
Elevé Diamonds is a lab-grown luxury diamond brand launched by Tibarumal Jewels, a century-old heritage jewellery house based in Hyderabad. It represents Tibarumal’s strategic expansion into ethical, sustainable, and modern lab-grown diamond jewellery. Founded in 2025, Elevé has stores in Kompally, Kokapet, Khajaguda, Warangal, Coimbatore and Banjara Hills.
Written by Zara Fernandes
Retail Jeweller India Exclusive
