Fiona Diamonds, a jewellery brand in Mumbai, just got ₹17.5 crore in funding for about 12% of their company. This happened on Bharat ke Super Founders, an Indian show for entrepreneurs on Amazon MX Player. This is a big step for Fiona Diamonds, and it will help them grow in the lab-grown diamond and modern jewellery market in India, which is getting bigger fast.
Parag and Saurabh Agrawal started Fiona Diamonds in 2015. They sell natural diamonds, lab-grown diamonds, and moissanites. They mix old-style jewellery with new designs, so luxury jewellery is easier to get, both online and in stores.
A lot of investors wanted to pitch in during this funding round. Ankur Mittal invested the most, with ₹12 crore for about 8% of the company. Nitish Mittersain put in ₹3 crore for 2%, and Aarti Gupta invested ₹50 lakh for a small part of the company. Market by Recur Club added ₹2 crore, making the total ₹17.5 crore.
Fiona Diamonds is known for being open, trustworthy, and flexible with their customers. They let you exchange jewellery at any time, which is attractive to shoppers who want good value. More and more people in India care about where their jewellery comes from, if it’s affordable, and if they can change it to fit their style. Because of this, lab-grown diamonds are becoming a popular choice, and Fiona Diamonds is in a good spot to take advantage of this growth.
The money they just got will help Fiona Diamonds grow their brand, improve their online presence, open more stores, and create new products. They want to reach customers in every way they can. What Fiona Diamonds is doing fits into the bigger picture of the Indian D2C market, where high-quality but affordable brands are changing how people buy jewellery.
This deal also shows how important founder-focused platforms are for D2C startups in India. Bharat ke Super Founders is becoming a place where brands can get money and attention.
The competition is getting tough in the D2C fashion and lifestyle market, but Fiona Diamonds has an advantage. They sell different types of gemstones, have clear prices, and treat their customers well. Their success shows that shoppers in India are looking for real, flexible, and valuable options instead of just old-fashioned luxury.
With this new funding, support from investors, and the rising popularity of lab-grown jewellery, Fiona Diamonds is in a great position to grow and make a bigger impact on the Indian D2C market.
