Delhi’s Vishal Jewellers expands to 5,000 sq ft store to showcase LGD, sees client base almost treble in four months

The brand had been functioning from its single-floor showroom since 1975, and built up a mammoth store area with its first floor set up in November 2023 dedicated solely to lab-grown diamonds

New Delhi: Independent jewellery retailer Vishal Jewellers from New Delhi has met with remarkable success, seeing its client base almost treble in the last four months, by expanding its flagship store to include a large dedicated floor area for lab-grown diamonds. 

It all started when Vishal Talla, Co-owner, Vishal Jewellers learnt about Prime Minister Narendra Modi’s gift of a 7.5-carat lab-grown diamond to US First Lady Dr Jill Biden. He started working on his lab-grown diamond vertical at the brand’s flagship store, located on the ground floor of a building in Moti Nagar, West Delhi. Vishal Jewellers, which had been functioning from its single-floor showroom since 1975, expanded to a mammoth 5,000 square feet area with its first floor set up in November 2023 dedicated solely to lab-grown diamonds. 

Talla believes that there is a bright future for lab-grown diamonds, especially for Indian jewellers who want to scale up and go global. “The market for natural diamonds has faced a huge setback in the Motinagar area. We used to specialize in gold, diamond, and polki jewellery. Via lab-grown, we are giving F colour VS1 and G colour VS1 at a very affordable rate. Ever since we introduced the category, sales have been rising. Also, there is 100% buyback,” says Talla, adding that the client base has nearly trebled in the last four months. Interestingly, Talla says awareness has risen to a whole new level after the popular reality show Shark Tank Season 3 promoted a lab-grown diamond brand from Kolkata. “Calls and visits have increased after that episode was aired and now the trust factor has also increased,” he observes. 

Through Instagram and print ads, the brand left no stone unturned to flaunt its ambitious plans in LGD. “Every Saturday and Sunday, we ran full-page ads in newspapers such as Times of India and Hindustan Times. The ads were so successful that we received orders and calls from across India. Most importantly, we received calls from manufacturers and factory owners who congratulated us for showing such faith in lab-grown diamonds, adding that our interest has inspired them to continue manufacturing with great gusto,” the jeweller states, adding, “We took a huge risk in starting a lab-grown diamond business, prepared to face two outcomes – be a roaring success or a complete failure.” 

“We were criticized a lot by peers, but we had a rock-steady plan of selling the inventory successfully. When naysayers quizzed us on how a natural diamond jewellery piece worth Rs 10 lakh can be obtained at a way lower price in lab-grown, we asked the customer about the difference between a baby born naturally and another born through IVF. Both will grow to be healthy and responsible individuals. There was honestly no come-back to this example and sales rose,” Talla explains. 

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