Lucira, a brand specializing in lab-grown diamonds, is aiming for ₹100 crore in sales within three years. They’re increasing their focus on physical stores while building a strong online and offline brand.
Started as an online company eight months ago, Lucira is now investing heavily in brick-and-mortar stores, as this change reflects a trend where D2C (direct-to-consumer) brands in India prioritize building trust through in-person experiences.
According to co-founder Rupesh Jain, their strongest growth has come from their physical locations. In the past three months, they’ve opened two stores in Mumbai and Pune, with plans to open a third soon. By fiscal year 2026, Lucira wants to have 8–10 stores in major cities like Mumbai, Delhi, and Kolkata, choosing locations on main streets and in malls to attract more customers.
Each store will be about 800–1,000 sq. ft., costing around ₹60–70 lakh to set up. Lucira is currently running these stores themselves to maintain control and consistency. They aim for each store to be profitable within six to nine months. Their first store is already profitable, which reinforces their confidence in their offline retail strategy.
While Lucira started online, most of its sales now come from physical stores (85%), with the remaining 15% from online channels. They see their website as a tool for customers to research before making purchases in person. The average online order is ₹35,000–₹40,000, while in-store purchases average ₹65,000–₹70,000. This mix shows the strength of Lucira’s combined online and offline strategy.
Lucira offers about 1,500 lab-grown diamond products, including everyday and special-occasion jewelry. The brand focuses on design, sustainability, and affordability, which aligns with what Indian consumers want.
Lucira has received nearly ₹45 crore in funding from Bloom Ventures and Spring Marketing Capital. They’re using about 60% of this money to expand their distribution and retail presence, with the rest going towards hiring, operations, and store setup. The company is currently spending ₹50–60 lakh per month and expects to break even in the next two to three years.
As competition increases in the Indian D2C market, Lucira’s focus on carefully planned offline expansion, prioritising store profitability, and a solid online and offline approach should allow it to become a leading lab-grown diamond brand in India.
