Titan to foray into lab-grown diamonds

First exclusive retail store to open in Mumbai

- NARAYANAN V

TITAN, THE COUNTRY'S largest jewellery retailer, is set to enter the niche yet fast-growing lab-grown diamond (LGD) jewellery segment, a market currently dominated by venture capital and private equity-backed startups such as Limelight Jewelbox, Wondr Diamonds and Fiona Diamonds.

The company on Friday announced that it will launch a new brand, beYon - from the House ofTitan, with an exclusive retail store in Mumbai on December 29. The brand will cater to the adornment needs of women in lifestyle categories beyond watches, perfumes, sarees and handbags.

"beYon will offer a curated range of lab-grown diamond (LGD) jewellery making a start in this emerging category with plans to add a couple of more stores in Mumbai and Delhi in the immediate near future," Titan said in an exchange filing.