Mar 30: Aurya Diamonds, a pioneering force in certified lab–grown diamonds, officially announced its entry into the Indian luxury market today. Spearheaded by industry veterans Shikha Dadha and Saad Salman, the brand is set to bridge the gap between high-fashion aspirational luxury and ethical responsibility, positioning lab–grown diamonds not as an alternative, but as the premier choice for the modern, discerning consumer.
Moving away from the intimidating, “behind-the-glass” culture of traditional showrooms, Aurya Diamonds introduces a state-of-the-art jewelry gallery in the heart of Bengaluru. This contemporary space invites guests to interact with, touch, and style pieces in an immersive environment designed for the “New India” consumer—one who values transparency as much as aesthetics.
A Star-Studded Inauguration
The brand’s arrival was marked by a high-profile, two-day gala.
● Day 1: Focused on the brand’s contribution to Karnataka’s retail evolution, graced by Shri. Ramalinga Reddy (Hon’ Minister of Transport & Muzrai), Shri. Santosh S Lad (Hon’ Minister of Labour), and Shri. B. Z. Zameer Ahmed Khan (Hon’ Minister of Housing & Waqf) and other political dignitaries.
● Day 2: A celebration of “Ethical Brilliance” featuring Bollywood star Urvashi Rautela and National Award-winning director Madhur Bhandarkar, alongside Bengaluru’s most influential tastemakers.
“The diamond industry is undergoing a paradigm shift,” says Shikha Dadha, Founder, Aurya Diamonds. “True luxury shouldn’t be locked away in a vault due to price or guilt. We crafted Aurya because we believe jewelry should be a bold extension of one’s identity. We are designing for the woman who views her jewelry as a powerful self-expression, crafting a future where elegance is both mindful and accessible. Aurya is a guilt-free expression of identity—empowering you to wear spectacular, high-impact lab–grown diamonds every day without compromising the world around us.”
Saad Salman, Co-Founder & Investor, said, “From an investment and scalability perspective, lab–grown diamonds represent the most significant disruption the jewelry sector has seen in decades. By backing Aurya, we are investing in a future where high-growth retail meets sustainable technology. Our goal is to build a robust, scalable brand that captures the massive untapped potential of the Indian middle and upper-middle class, offering a product that is economically smarter and ethically superior.”
“The contemporary Indian consumer is fundamentally rewriting the rules of luxury,” says Reetesh Gade, Chief Marketing Officer/Chief Of Operations, Aurya Diamonds “Today’s consumers are highly discerning; they seek bold aesthetics and exceptional quality, yet they demand transparency and intelligent value. Aurya speaks directly to this cultural shift. We are not simply introducing a new diamond brand; we are empowering our consumers to upgrade their expectations, embrace contemporary design, and indulge in mindful luxury on their own terms.”
This launch arrives at a strategic tipping point as India’s lab–grown diamond market expands, driven by a generation seeking luxury without the ethical baggage of mining. With exceptional value empowering buyers to embrace larger carats and bolder, self-purchased designs, Aurya stands at the forefront of this mindful revolution, not just answering modern demand but establishing a refined new standard for the future of Indian luxury.
