Try GOLD - Free
Startups Polish Pitch To Make Lab-Grown Diamonds Sparkle
Mint New Delhi
|March 05, 2025
Firms focus on affordability, dispel myths to win over skeptical buyers, first-time consumers
Young companies selling laboratory-grown diamonds are ramping up investments in building awareness and expanding product lines as growing adoption of the category in recent months has sparked optimism, industry executives told Mint. Bengaluru-based Jewelbox has nearly doubled its marketing budget in the last year and now incurs nearly 20% of its online expenditure on awareness campaigns, its co-founder Nipun Kochar said.
"About a fifth of our online digital spends goes towards awareness campaigns. There's a mental block around lab-grown diamonds compared to mined diamonds, and brands need to put in resources to disseminate the right information," Kochar added.
Jewelbox's other co-founder—Vidita Kochar—routinely posts videos on Instagram and YouTube sharing information about how lab-grown diamonds are made, how different they are from regular stones, and how one can pick the right one.
The firm appeared on the third season of Shark Tank India and received commitments from five sharks, including Lenskart's Peyush Bansal, boAt's Aman Gupta, Sugar Cosmetics's Vineeta Singh, Edelweiss Mutual Fund's Radhika Gupta, and Oyo's Ritesh Agarwal.
This story is from the March 05, 2025 edition of Mint New Delhi.
Subscribe to Magzter GOLD to access thousands of curated premium stories, and 10,000+ magazines and newspapers.
Already a subscriber? Sign In
MORE STORIES FROM Mint New Delhi
Mint New Delhi
Beware the scorching gold rally
HE JARGON of gold trading echoes that of poker. “Strong hands” are investors loyal to the metal no matter the price. “Weak hands” are flaky punters who fold at the first sign of trouble.
3 mins
November 18, 2025
Mint New Delhi
NBFCs go easy on MSMEs as bad loans begin to bite
Top NBFCs turn cautious as weakness in MSME sector reflects in repayments
4 mins
November 18, 2025
Mint New Delhi
Blockbuster year in sight for IPO street as issuers queue up
A decade-high number of filings for initial public offers, or IPOs, in 2025 has brought India within sighting distance of the highest ever amount of money raised in such share sales in a single year, data analysed by Mint showed.
3 mins
November 18, 2025
Mint New Delhi
Gold spike, Trump tariffs lift trade deficit to record
India's goods trade deficit ballooned to an all-time high in October, driven by a surge in gold imports and the growing impact of punitive US tariffs.
3 mins
November 18, 2025
Mint New Delhi
‘Many blitzscaler startups do not turn to discipline’
Riding on its outsized success of being one of the earliest backers of recently listed firms such as Groww and Pinelabs, India-focused venture capital firm Peak XV is building its strategy for the next decade. Estimates suggest the firm has taken home over $3.5 billion in exits over the past 24-30 months, clocking more than 10x returns.
3 mins
November 18, 2025
Mint New Delhi
Advent, Warburg join Encube race; promoters may sell stake
Global private equity firms Advent International and Warburg Pincus have joined the race for a stake purchase in contract drug maker Encube Ethicals Pvt.Ltd, three people aware of the development said.
2 mins
November 18, 2025
Mint New Delhi
India ships jet fuel to US West Coast
India has exported its first-ever jet fuel cargo to the US West Coast for energy major Chevron, according to traders and shipping data, seizing upon a rare arbitrage opportunity to fill supply shortfalls in Los Angeles.
1 min
November 18, 2025
Mint New Delhi
Crypto’s riskiest tokens slide to pandemic-era levels
The crypto market selloff shows no signs of abating, and some of the riskiest tokens are bearing the brunt of it.
1 mins
November 18, 2025
Mint New Delhi
TOXIC AIR ISN'T JUST A HEALTH CRISIS, IT HITS YOUR WALLET
Last Tuesday morning, my friend called from Gurugram. “Tm taking my daughter to the hospital again,” he said, voice heavy with worry. “Third time this month.” His seven-year-old had been coughing through the night—another respiratory infection triggered by Delhi-NCR’s toxic air.
2 mins
November 18, 2025
Mint New Delhi
Hamas’s popularity rises in Gaza, complicating Trump plan to disarm militants
Hamas’s popularity has edged up among Palestinians in Gaza since the ceasefire, ending a slide during the war and posing a challenge to President ‘Trump’s plan to bring peace to the enclave by disarming the militant group.
5 mins
November 18, 2025
Listen
Translate
Change font size