The D2C jewelry scene in India is really picking up steam, mainly because people care more about fancy stuff made in a nice way. Emori, a jewelry brand from near Delhi that makes diamonds in a lab, just got about 3cr for 6% of their company on Shark Tank India. That means the company is worth around 50cr!
Anupam Mittal put in about 1.5cr for 3% of the company, and Amit Jain, Namita Thapar, and Ritesh Agarwal pitched in the same amount together for another 3%. This shows that investors are starting to believe in Indian D2C brands that are good to the earth, make good money, and sell online.
Arushi Jain started Emori to sell lab-grown diamond jewelry straight to customers. They sell all sorts of stuff, like rings and earrings, that are certified and good for the environment. The brand wants to appeal to people in India today by being open about prices, getting diamonds in an ethical way, and treating customers well with things like returns and exchanges.
Lab-grown diamonds are becoming super popular in the D2C world in India, especially among millennials and Gen Z. They want nice things that are good quality but don’t cost a fortune. Since lab-grown diamonds are basically the same as real ones, brands like Emori can sell bigger and better-looking pieces for way cheaper. This is really changing what’s trendy in the D2C market.
When Emori was on Shark Tank, they talked about how they sell straight to customers online, which lets them control how people experience their brand and get feedback right away. The Sharks liked that Emori cares about being open, getting materials ethically, and giving customers value for their money.
The investors also think Emori could become a big name in the D2C world because the jewelry market in India is changing. Big, old-fashioned companies used to run everything, but now more brands are selling online and reaching younger people in cities.
Emori will use the money to make their brand stronger, offer more products, do more advertising online, and get more customers. They also want to sell in more places and tell stories that people trust, which is super important for D2C brands these days.
Investors see jewelry as a good business to be in if you can get the way you make and sell things right. With the Sharks’ help, Emori is in a good place to grow as a D2C startup in India.
All these funding rounds, like Emori’s appearance on Shark Tank India, prove that if you sell fancy things in a way that’s good for the environment and sell them straight to customers, you can really grow your business in India.
