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Coluxe Raises Friends & Family Funding to Redefine Everyday Fine Jewellery in India

Coluxe Raises image

In a major boost for the Indian D2C market, Coluxe, a modern fine jewellery brand, finished its friends and family financing round ready for official debut. With its emphasis on labgrown diamonds, modular designs, and sustainable luxury, this newest D2C firm is poised to upset the $80 billion Indian jewellery sector.

Prominent investors and business leaders took part in the fundraising round, including Startup Sherpas, HCL cofounder Ajai Chowdhry, ICICI director Tej Kapoor, Sairee Chahal (Founding Partner), Kunal Chowdhry, Rachin Dewan, and Kunal Milwani. Having raised angel investment D2C in February 2025, the brand is now planning to grow its business and release a strong omnichannel D2C plan.

Coluxe, founded by Priyanka Gill in 2025, hopes to be among the fastest-growing D2C brands by reinterpreting daily fine jewelry. Offering customers premium D2C brands India goods that are both economical and ecoconscious, the brand’s USP is its labgrown diamonds and colored gemstones.

“Labgrown diamonds are opening access in a market where just 6% of gold jewelry consumers own a single diamond. “Consumer behaviour is changing and women are now selfpurchasing jewelry that fits their identity and lifestyle,” says Gill, Coluxe CEO and founder.

Aiming at contemporary customers who value style and sustainability, this direct-to-consumer India brand is producing modular, stackable jewellery items meant for everyday use.

Launching Coluxe’s full-scale digital store in August 2025, growing its product line, and developing a supply chain innovation network are all intended for the recently raised capital. From rings and earrings to bracelets, pendants, and signature stacking sets, the D2C product debuts will encompass more than 300 SKUs.

Coluxe’s arrival into the D2C sector news demonstrates how premium D2C brands India are grabbing the interest of digitalsavvy consumers. Early appeal for the brand is encouraging; sold only through WhatsApp commerce, its limited edition Rakhi capsule collection sold out in only a week.

Fine jewellery is a growing category among players such Fiona Diamonds, Limelight Lab Grown Diamonds, Jewelbox, and Aditya Birla backed GIVA contending in the lab grown diamond field in the Indian D2C upgrades. But Coluxe sets itself apart with its D2C go-to-market approach, significant investor support, and creative-led brand building stories.

The company’s decision also mirrors more general D2C trends 2025, when younger customers are propelling sustainable D2C brands and premium life categories forward.

While looking at D2C retail vs ecommerce hybrid strategies to serve Tier I and tier II cities, Coluxe intends to bolster its digital first plan. Marketing, influencer initiatives, and omnichannel D2C approach will also receive some of the funds, hence guaranteeing consistent D2C revenue growth.

“Coluxe is about conscious wealth. Adds Gill, “We are developing a D2C business strategy India where sustainability and accessibility meet with current design.”

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