The brand’s products are positioned as ‘modern heirlooms’, with jewellery pieces intended for continued use over time
Mumbai: Escape Privé, a lab-grown diamond jewellery brand based in Dubai, has entered the Indian market. The brand positions its offering around what it calls ‘modern heirlooms’, with pieces intended for continued use over time.
Escape Privé launched in India digitally as a direct-to-consumer (D2C) brand, instead of opening a traditional physical flagship store. Sharing the background behind the brand, Pooja Duggal, Founder, Escape Privé by Pooja Duggal, said, “After spending more than 15 years in the diamond industry through my work with the Rapaport Group, I gained a rare, end-to-end perspective on how diamonds are sourced, valued and sold across global markets. Today’s clients are more informed than ever. However, they face a choice between paying a premium for a brand name or compromising on quality and craftsmanship. I founded Escape Privé to offer a smarter alternative – exceptional diamonds, meticulous craftsmanship and personalized design without the traditional luxury mark-ups.”
The brand’s collections are based on consistent forms and proportions, with a focus on wearability across different settings. According to Duggal, the intent is to move away from trend-driven cycles and instead create pieces that remain relevant over time. “We design for women who want luxury to be part of their everyday lives, not reserved for special occasions. Rather than chasing seasonal trends, we focus on enduring silhouettes, refined proportions and exceptional craftsmanship,” Duggal said.
She also highlighted the change in how jewellery is being consumed. “Consumer behaviour has evolved dramatically. More women are purchasing jewellery for themselves and looking for pieces that complement their daily lives rather than only marking major milestones,” she observed.
Personalization remains a key part of the brand’s approach. Customers can work with the brand on custom designs, including engagement rings, reworked family pieces or items based on individual preferences. The aim is to offer designs that reflect personal requirements rather than standardized collections.“Jewellery becomes far more meaningful when it reflects a person’s story, style and aspirations. Many of our clients begin with an idea rather than a finished design. Whether creating a bespoke engagement ring, re-imagining a family heirloom or designing a signature everyday piece, our goal is to deliver something no mass-produced collection can offer: jewellery with personal significance and emotional connection,” Duggal added.
Escape Privé was founded in Dubai by gemologist Pooja Duggal. The brand primarily operates online with an e-commerce model and through private trunk shows and exclusive pop-ups in major hubs like Dubai and India.
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