Sonani Jewels, a rapidly growing premium D2C brand from India, has officially opened the world’s largest lab-grown diamond showroom in Surat. The 18,000-square-foot store, which Union Jal Shakti Minister C.R. Patil opened at JCS Arcade, Ghoddod Road, is a game-changer for the Indian direct-to-consumer jewelry business. With this big move, Sonani Jewels aims to be more than just a jewelry seller, becoming a luxury D2C leader that mixes tradition, new ideas, and sustainability.
For those in the D2C daily and industry news scene, this launch signals a shift in the jewelry market, where premium D2C brands are changing how people buy luxury items. Sonani Jewels has made a name for itself by combining skilled craftsmanship with sustainability, now bringing it all together in an engaging showroom that appeals to modern, eco-conscious buyers while respecting Surat’s status as the diamond capital.
The new Sonani Jewels store has over 4,000 jewelry designs, from everyday wear to bridal sets, made in 18k, 14k, and 9k gold. Each piece is made in-house, showing the kind of D2C brand building that India’s jewelry sector wants to achieve. Agastya Sonani, the second-generation businessman leading this expansion, sees the move as a way to make sustainable luxury more common. He mentioned that lab-created diamonds are becoming more valuable in fashion, luxury, and even royal circles because of their innovative designs and lower prices, which shows how D2C business in India is being reshaped by innovative founders.
Sonani Jewels, a brand with over 25 years in the diamond business, has gone from farming and selling loose diamonds internationally to becoming a full-fledged direct-to-consumer jewelry powerhouse in India. Its omnichannel D2C plan, which combines physical stores and online sales, lets customers worldwide access Surat’s diamond expertise. The brand’s website offers curated collections with free shipping, making Sonani one of the most forward-thinking sustainable D2C brands around.
The three-day launch event mixed business with style, including a fashion show that showed off 300 jewelry designs. This event emphasized the brand’s focus on connecting with consumers through stories and cultural experiences, which is important in influencer marketing and experiential retail.
For D2C investors, Sonani Jewels is an interesting example of D2C revenue increase in a high-end market that has typically been dominated by traditional companies. While the brand hasn’t shared any IPO news, its D2C expansion plans and scalable supply chain make it one of the most promising premium D2C brands in India that could become a global leader.
This event also shows current D2C market trends for 2025, where both digital-first and heritage brands are using physical spaces to build customer trust and loyalty. With sustainability and affordability influencing consumer behavior across India, Sonani Jewels is in a great position to lead the next wave of direct-to-consumer luxury. Surat, known for cutting and polishing natural diamonds, is now gaining global attention for lab-grown innovation.
