In one of the most exciting developments in the Indian D2C ecosystem, Ivana Jewels, a fast-growing lab-grown diamond brand, has unveiled a bold national expansion plan while strengthening its brand identity through celebrity collaboration. The Surat-based D2C brand has roped in actress Mouni Roy as its brand ambassador and launched its first-ever television commercial, marking a major milestone in its journey toward becoming one of India’s leading premium D2C brands.
Ivana Jewels, founded on the vision of making luxury accessible and sustainable, has already made waves in D2C daily news for its innovation-driven approach to direct-to-consumer India retail. With rising awareness around sustainable D2C brands and eco-friendly jewelry, the brand is capitalizing on the growing consumer shift toward lab-grown diamonds — an industry segment gaining rapid traction in Indian D2C updates and global D2C market trends 2025.
As part of its D2C expansion plans, Ivana Jewels aims to open 150 stores across India by March 2030, expanding beyond its strong base in North and Central India to establish a strong presence in the South next year. The brand follows an omnichannel D2C strategy that combines company-owned outlets, franchise stores, and online retail — a hybrid model that has become a hallmark of scalable D2C business India. For FY26, Ivana is targeting a four- to fivefold revenue growth, eyeing ₹60 crore in sales as it continues to attract modern, design-conscious buyers seeking affordable yet luxurious alternatives in the jewelry space.
The brand’s growth story has also been fueled by D2C funding news — having raised ₹2 crore in seed funding from Avinya Ventures, a move that provides the capital support required for its retail expansion, marketing, and D2C product launches. This VC-backed D2C brand joins a growing list of latest D2C startups leveraging investor confidence in sustainable luxury and circular economy-based businesses. The funding round marks Ivana’s first major step in the D2C startup funding ecosystem, setting the stage for potential Series A funding India in the near future.
Speaking about the new campaign and the brand’s direction, Ayushi Jindal, Co-founder of Ivana Jewels, said, “Our campaign with Mouni celebrates individuality and authenticity — the essence of Ivana. We’re building a brand that reflects modern aspirations through design, craftsmanship, and accessible luxury.” This focus aligns with D2C brand building stories emerging across India, where brands are using influencer marketing and emotional storytelling to resonate with a younger, purpose-driven audience.
As D2C consumer behavior India continues to evolve, Ivana’s positioning in the premium D2C brands India category combines sustainability with aspirational aesthetics — a balance increasingly preferred by Gen Z and millennial buyers. The collaboration with Mouni Roy also highlights how celebrity-backed D2C startups are using pop culture appeal to strengthen brand recall and drive consumer trust.
Ivana’s rapid growth and brand momentum underscore how direct-to-consumer India is maturing into a multi-category powerhouse, spanning fashion, lifestyle, and luxury. With its strong fundamentals, hybrid model, and clear focus on sustainable expansion, Ivana Jewels stands out as one of the fastest-growing D2C brands redefining jewelry retail in the Indian market. Its trajectory symbolizes the promise of new-age D2C business models in India — where innovation, inclusivity, and sustainability drive lasting growth
