The brand created lab-grown diamond jewellery for all European contestants at the pageant, held recently in Hyderabad. By integrating its creations into an event rooted in cultural diversity and influence, the brand could highlight its versatile jewellery and connect with international audiences
Hyderabad: At the grand finale of the Miss World 2025 contest held recently in Hyderabad, Solitario Diamonds emerged shining along with the winners, leveraging its association with the event to strengthen its international brand presence. The partnership emerged through designer Archana Kochhar, who was responsible for styling all European contestants and brought Solitario on board to complete their looks with lab-grown diamond jewellery.
The brand saw the event as a platform that aligned well with its focus on modern design, sustainability and global relevance. By integrating its creations into an event rooted in cultural diversity and influence, Solitario aimed to reach a broader international audience that appreciates innovation in fine jewellery.
“Our collaboration with Miss World came to life through our long-standing creative partnership with Archana Kochhar. Given our synergy with her and our shared focus on international design language, this platform felt like a natural fit,” said Anurag Lunia, COO, Solitario Diamonds.
The jewellery showcased during the event was curated around the theme ‘Global Elegance’, featuring lab-grown solitaires in unconventional cuts, floating diamond necklaces and modular earrings. The emphasis was on clean, versatile designs that complemented Kochhar’s couture without overshadowing it. The pieces were styled to match various segments of the event, avoiding traditional ornamentation and opting for a more contemporary look.
This international exposure forms part of Solitario’s broader strategy to take Indian lab-grown diamonds to the global stage. The brand aims to associate with events that reflect values of conscious luxury and aesthetic innovation. According to Lunia, participation in such platforms helps bridge the brand’s global vision with real-time visibility.
“The response has been truly encouraging,” Lunia noted. “Industry stakeholders, stylists and even European media houses took notice. Contestants themselves appreciated the comfort and design of the pieces, which helped us open new conversations across the European market.”
Solitario also received branding opportunities at the event, including backstage lounges and digital panels. The brand crafted key pieces for several standout contestants, a few of whom are now in discussions to represent Solitario in future campaigns. This direct engagement with participants has helped the brand build its presence beyond the event.
Looking ahead, Solitario plans to extend its global positioning through similar partnerships and targeted retail strategies. The brand is already exploring collaborations for fashion weeks and boutique launches in the UK and Central Europe.
“We intend to build on this exposure through deeper international collaborations,” said Lunia. “This is just the beginning of a larger journey, one where Indian innovation meets global aspiration.”
Founded in 2022, Solitario set out with a mission to make sustainable luxury accessible to every modern household in India, embodying both aesthetic appeal and ethical values. Today, Solitario Diamonds boasts a retail footprint of 18 standalone stores and 21 shop-in-shops across 22 cities in eight countries, including Dubai, Barcelona, Kuala Lumpur, and multiple locations across India.
Written by Achal Chaubey
Retail Jeweller India Exclusive
