With Eyora Jewels, the diamond major is wagering that certified sourcing and a low-investment retail format can strengthen consumer confidence in natural stones
Mumbai: Ankit Gems has entered the branded jewellery space with the launch of Eyora Jewels, a venture built to reinforce consumer interest in natural diamonds. The launch comes at a time when the diamond category has expanded to include laboratory-grown stones, prompting established players to articulate more clearly what sets natural diamonds apart.
On sourcing, the brand draws on Ankit Gems’ status as a De Beers Sightholder, sourcing diamonds from established producing regions including Botswana, Canada, Namibia, and South Africa. The company says its supply chain adheres to the Kimberley Process and OECD Due Diligence Guidance, ensuring the diamonds are natural, conflict-free, and responsibly sourced.
On retail, rather than building standalone Eyora stores, the brand operates on a shop-in-shop basis as a solitaire jewellery partners, allowing existing jewellery retailers to introduce a natural diamond category using curated collections, standardised merchandising, website & mobileapp support, unified brand experience with 100% buyback & exchange and access to solitaire inventory of more than 25000+ natural diamonds . The company says this model lets retailers add the category without significant infrastructure investment, while enhancing profitability and operational efficiency.
On product, Eyora’s Jewellery collections are crafted in 14K and 18K gold, built around lightweight, contemporary solitaire designs featuring natural diamonds up to one carat. Pricing spans roughly Rs 25,000 to Rs 2.5 lakh, which the company says allows consumers to access the rarity, authenticity, and legacy of a natural diamond at price points where alternatives are typically expected. For gaining the trust of consumers all the solitaires studded in jewellery are eyora laser inscribed with IGI certification.
The brand is founded jointly by Ankit Singh Kimtee, Samyak Kataria, and Ankit Shah, Director at Ankit Gems, bringing together experience across diamond manufacturing, jewellery retail, business leadership, and innovation. Shah, a second-generation diamantaire, has led Ankit Gems’ polished diamond sales and its expansion across six countries.
The company also points to the community and environmental commitments tied to its De Beers Sightholder heritage, including contributions to education, healthcare, infrastructure, and livelihood programmes, alongside initiatives in land conservation and reduced freshwater consumption in diamond-producing regions.
Shah added that by connecting the journey of every diamond from source to showcase, Eyora aims to rebuild desire for natural diamonds, creating jewellery valued not only for its beauty, but for the story, authenticity, and legacy it represents.
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