In India’s fast-changing D2C scene, Jewelbox, a lab-grown diamond jewelry startup by Vidita Kochar Jain and Nipun Kochar, is creating a buzz. They’ve found a sweet spot where luxury meets being eco-friendly, becoming a D2C brand that mixes ambition with responsibility. Their idea? Offer diamonds that look just as good as mined ones but are kinder to the planet.
Jewelbox’s goal has always been clear: diamonds should bring joy, not guilt. They got noticed when they scored a deal on Shark Tank India, gaining ₹2 crore for 6% of their company from Peyush Bansal and others. This D2C funding news gave Jewelbox a boost, putting them on the map with other VC-backed D2C brands. Now, they have 11 stores in nine Indian cities and a strong online presence.
Right now, about 70% of Jewelbox’s sales come from their physical stores, with 30% from online. But here’s the thing: the two work together. Customers might start shopping online and then head to a store to buy, or the other way around. This mix of online and offline shopping shows how D2C consumer behavior is changing in India, where people want both trust and convenience.
Jewelbox is doing well, with an annual run rate of ₹50 crore, and they’re aiming for ₹150 crore by FY25. They plan to expand from 11 stores to 30 by the end of the year, taking advantage of the growing interest in lab-grown diamonds in India. While they’re focused on India for now, they’re open to exploring international markets, similar to other Indian D2C brands in 2025.
What makes Jewelbox special is how they blend luxury with sustainability. In an industry that often gets criticism for how natural diamonds are mined, Jewelbox is creating a brand that’s all about being sustainable. Every piece is made with careful research and development, ensuring quality, timeless style, and reasonable prices compared to mined diamonds. This helps Jewelbox stand out and appeals to younger customers who care about making responsible choices.
The lab-grown diamond market in India is expected to grow a lot by 2033. Jewelbox is taking advantage of this D2C market trend, becoming a fast-growing D2C brand in the premium jewelry world. By combining new ideas, a mix of online and offline sales, and a story that supports sustainability, they’re creating a compelling D2C brand story in India.
Jewelbox’s success shows that consumers are buying more than just products. They’re buying into values. With diamonds that are beautiful and responsible, Jewelbox is proving that the D2C business in India is ready for luxury that’s sustainable and available on a large scale.
