The lab-grown diamond jewellery brand reported a sharp rise in engagement after being featured in the luxury lifestyle series
Mumbai: Lab-grown diamond jewellery brand Solitario recently featured in ‘Desi Bling’, a luxury lifestyle series on Netflix that follows affluent Indian lifestyles through fashion, jewellery, travel and high-end experiences. While brand integrations within entertainment content are not new, the collaboration reflects a growing trend of jewellery brands using popular culture to reach younger, digitally engaged consumers.
According to Ricky Vasandani, CEO & Co-founder, Solitario, the decision to be part of the series stemmed from a strong alignment between the show’s portrayal of contemporary luxury and the brand’s own positioning. As consumer discovery increasingly shifts beyond traditional advertising channels, the brand viewed the appearance as an opportunity to place its jewellery within a setting that reflected its values and target audience.
“Desi Bling is all about modern luxury, high energy and celebrating bold personal style, which is exactly what Solitario stands for. This wasn’t just a product placement, rather, an authentic alignment with a show that mirrors our ethos of progressive, forward-thinking luxury,” said Vasandani.
The brand was also closely involved in how its jewellery was presented within the series. Rather than serving merely as background accessories, the pieces were integrated into the visual narrative to reflect Solitario’s philosophy of combining design, scale and conscious luxury. The objective, according to the brand, was to position lab-grown diamonds within an aspirational context while reinforcing their relevance to modern consumers.
For jewellery brands, OTT platforms present a different proposition from conventional marketing channels. Rather than delivering a direct promotional message, they allow products to be experienced within lifestyle settings. Viewers encounter brands through styling and personal expression, often creating a stronger emotional connection than traditional advertising formats.
This can be particularly significant for the lab-grown diamond category, where consumer education and perception continue to evolve. Visibility within premium entertainment content allows brands to showcase their products in environments associated with luxury and desirability, helping consumers understand how the category fits into contemporary jewellery consumption.
“Consumers today don’t want to be sold to; they want to be inspired. When they see Solitario integrated into content they already enjoy, it creates familiarity and trust in a far more natural way. Entertainment has become one of the strongest influences on how people discover brands and what they ultimately aspire to own,” Vasandani commented.
According to the brand, the impact following the show’s release was immediate. Solitario reported a significant increase in digital engagement, website traffic and customer enquiries. The brand also witnessed heightened interest in design aesthetics featured within the series, proving that on-screen visibility can directly influence consumer interest.
The development reflects a broader shift taking place across luxury retail. Consumers are increasingly encountering brands through entertainment, social media and cultural touchpoints before interacting with them through traditional retail channels. For jewellery brands, particularly those targeting younger audiences, relevance is increasingly being shaped by where consumers spend their time rather than where brands choose to advertise.
Solitario currently operates 18 stores and 21 shop-in-shops across 22 cities in eight countries, including locations in Dubai, Barcelona, Kuala Lumpur and India.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
