Aurya Diamonds Debuts in India, Redefining Luxury with Lab-Grown Brilliance

Bengaluru, March 30, 2026: A new chapter in India’s luxury jewellery landscape has begun with the launch of Aurya Diamonds, a brand focused on certified lab-grown diamonds and conscious design. With its entry, Aurya aims to reposition lab-grown diamonds-not as substitutes, but as the preferred choice for today’s style-conscious and ethically aware consumers.

Founded by industry veteran Shikha Dadha, along with co-founder and investor Saad Salman, Aurya Diamonds blends high-fashion aesthetics with sustainability, targeting India’s evolving luxury market where transparency and value are as important as design.
Breaking away from the conventional “behind-the-glass” retail experience, the brand has introduced a contemporary jewellery gallery in Bengaluru. The space is designed to be interactive and inviting, allowing customers to touch, try, and explore pieces in a relaxed, immersive setting-reflecting the mindset of a new generation of buyers.
High-Profile Launch समारोह
Aurya’s arrival was marked by a two-day inaugural celebration attended by prominent figures from politics and entertainment.
Day 1 spotlighted the brand’s role in Karnataka’s retail evolution, with the presence of senior ministers including shri.Ramalinga Reddy, Santosh S Lad, and B. Z. Zameer Ahmed Khan.
Day 2 embraced the theme of “Ethical Brilliance,” featuring actor Urvashi Rautela and acclaimed filmmaker Madhur Bhandarkar, along with Bengaluru’s leading influencers.
A Shift in Luxury Thinking
Speaking at the launch, Shikha Dadha said, that the diamond industry is undergoing a fundamental shift. She emphasized that modern luxury should no longer be restricted by high costs or ethical concerns. Aurya, she said, is designed for individuals who see jewellery as a form of self-expression—offering bold, everyday elegance without compromise.
Saad Salman highlighted the business perspective, calling lab-grown diamonds one of the most significant disruptions in the jewellery sector. He noted that Aurya aims to tap into India’s growing middle and upper-middle-class market by delivering products that are both cost-effective and ethically responsible.
Reetesh Gade, who leads marketing and operations, pointed out that today’s consumers are redefining luxury. According to him, buyers now demand not just quality and design, but also transparency and value—an expectation Aurya seeks to meet through its approach.
Riding the Lab-Grown Wave

Aurya’s launch comes at a time when India’s lab-grown diamond market is witnessing rapid growth. Increasing awareness, coupled with the appeal of larger carats at more accessible prices, is driving demand-especially among younger consumers who prefer mindful consumption.
Positioning itself at the intersection of design, sustainability, and affordability, Aurya Diamonds aims to set a new benchmark for modern Indian luxury-one that is expressive, accessible, and responsibly crafted.
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