The campaign challenges traditional diamond jewellery norms and highlights the brand’s focus on offering larger, more striking lab-grown solitaires at more accessible price points. It has been rolled out with a phased OOH plan across Mumbai
Mumbai: Lab-grown diamond jewellery brand Origem has launched a new campaign with the tagline ‘When it comes to diamonds, Size Matters’. The tagline was chosen to challenge traditional ideas around diamond jewellery.
The campaign puts the spotlight on Origem’s core promise: access to bigger, more striking diamonds without the traditional price tag. Origem pitches diamonds that are not meant to blend in, but crafted to command attention. The new campaign brings this vision to life, boldly celebrating scale, brilliance, and a new kind of accessibility, the brand stated.
“With Origem’s first campaign, we wanted to be crystal clear about what sets us apart – larger, lab-grown solitaires that make a bold statement. The idea behind ‘Size Matters’ was to spark instant recognition and resonate with the aspirations of today’s consumers. We deliberately chose a phrase that’s bold yet undeniably relevant, because the truth is, bigger diamonds have always carried deep emotional and social value. They draw attention, inspire confidence, and symbolize aspiration. Even outside the context of diamonds and in popular culture, this phrase evokes a strong response; it’s almost like humanity is divided when it comes to taking sides for ‘Size Matters’. The same debate is extended to diamonds too but we’ve hardly ever seen anyone deny that bigger diamonds make a bigger impact,”Sujata Reddy, Head, Brand and Marketing, Origem, shared.
“As a new-age brand, Origem has shown the courage to break the mould, launching a bold, conversation-starting campaign that re-imagines solitaire shopping for the next generation. Provocative yet playful, ‘Size Matters’ taps into everyday banter and real consumer insight- a phrase instantly recognizable, universally relatable, and impossible to ignore, especially when it comes to diamonds,” Abhinav Kumar, President, Origem, added, commenting on the campaign.
“Through this campaign, we wanted to break past subtlety and ignite a conversation the industry has long avoided. At the same time, our goal was to position Origem as India’s go-to brand for lab-grown diamond jewellery;trusted, design-forward, and unmistakably modern,”Anmol Bhansali, MD, Goldiam International, the parent company of Origem, said.
Origem rolled out the campaign with a phased OOH launch comprising high-impact billboardsacross Mumbai, timed with store openings in Borivali, Kharghar and Mulund.
Origemcurrently operates six company-owned and operated (COCO) stores across Mumbai. These are located in Borivali West, Kharghar,
Bandra West (Turner Road, two separate outlets), Mulund West and
Andheri West. In FY26, the brand plans to open 20–25 stores, targeting metropolitan areas like Delhi NCR, Bengaluru and Hyderabad.
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