Limelight Diamonds, one of India’s leading D2C jewellery brands, is on an aggressive expansion path as it aims to cross 100 stores across India by the end of 2025. The premium lab-grown diamond (LGD) jewellery label is doubling down on its brick-and-mortar strategy, reflecting the growing demand for sustainable, transparent, and tech-powered luxury in India’s direct-to-consumer (D2C) ecosystem.
Headquartered in Mumbai, Limelight Diamonds currently operates over 50 exclusive brand outlets (EBOs) and 40 shop-in-shops spread across more than 40 cities, making it one of the fastest-growing D2C brands in the D2C fashion and lifestyle vertical. The company’s aggressive retail push aligns with rising D2C market trends 2025, where consumer preference is shifting toward premium D2C brands India that combine tech innovation with storytelling and purpose.
The company’s latest launch took place in Gwalior, its third store in Madhya Pradesh, inaugurated by actress Sakshi Tanwar. Located at Hotel Shelter in the city’s heart, the new store marks another strategic step toward Tier 2 city penetration, a rising focus area in the D2C expansion plans of Indian brands.
Pooja Sheth Madhavan, Founder & MD, commented, “The growing awareness and acceptance of lab-grown diamonds is reshaping jewellery preferences across India. With our new store in Gwalior, we’re bringing timeless designs backed by innovation, transparency, and values to a region where aspiration meets tradition.”
Limelight Diamonds offers a curated range of certified lab-grown solitaires, including necklaces, rings, bracelets, and earrings, blending fine jewellery craftsmanship with new-age sustainability. The brand is known for its CVD diamonds, grown using advanced technology, aligning with India’s push toward sustainable D2C brands.
As part of its omnichannel D2C strategy, Limelight Diamonds has consistently expanded both offline retail and online brand presence, with ambitious plans to further its D2C business model India through partnerships and category innovations.
Karam Chawla, Director at Limelight Diamonds, added, “Gwalior is part of a larger movement where jewellery is more than an accessory—it’s a reflection of the consumer’s values. Our D2C brand story stands for sustainability, trust, and design—exactly what modern Indian buyers are seeking.”
Limelight Diamonds continues to appear in D2C news India for its innovative expansion roadmap. Its commitment to ethical sourcing, storytelling, and D2C consumer behavior India makes it a standout in the growing list of premium D2C brands India leading the way toward a more transparent luxury future.
With the brand now targeting 100+ retail points by year-end, Limelight is well on track to become a category-defining player in India’s lab-grown diamond jewellery space, showcasing how D2C brands India can scale with integrity, style, and purpose.