Tibarumal Jewels, a respected South Indian jeweler with over a century of history, is moving forward with Elevé Diamonds, its new lab-grown diamond brand. This shows the company’s focus on the future of luxury, keeping pace with the rise of direct-to-consumer (D2C) brands in India, the demand for sustainable jewelry, and changes in what luxury consumers want around the globe.
Founded in 2025 by Trishank Gupta, a fourth-generation co-founder & managing director, and CEO Prajay Maganlal, Elevé Diamonds aims to be a modern luxury brand. It mixes Tibarumal’s traditional workmanship with modern innovation. Based in Hyderabad, the brand has already launched stores in Kokapet, Kompally, and Warangal, with plans for more locations in India and other countries in the coming year, signaling a strong D2C expansion strategy from the start.
Elevé Diamonds is based on the concept of relatable luxury, offering jewelry that is both appealing and affordable. With Indian D2C updates indicating rising demand for lab-grown diamonds, Elevé is entering a field that is gaining traction in the D2C industry worldwide. As people look for ethical options and modern designs, lab-grown diamonds are becoming a popular choice for daily wear, travel jewelry, gifts, and modern bridal styles.
Trishank Gupta shared that Elevé is more than just an extension of Tibarumal Jewels — it’s what our history has become. He grew up around jewelry and wanted to create something modern and meaningful that connects with today’s generation while still respecting the past. With Elevé, we are not just continuing tradition; we are improving it.
Elevé uses advanced CVD technology to grow diamonds responsibly, reducing environmental impact. Each diamond is IGI-certified and set by artisans from the Tibarumal Jewels family. This combination of responsible innovation and traditional skills makes Elevé one of the quickly growing D2C brands in the premium jewelry world.
CEO Prajay Maganlal explained that luxury today is about intention. Our customers want something beautiful, ethical, and personal. Elevé takes the friendly, trustworthy aspect of a family jeweler and modernizes it with careful craftsmanship, thoughtful designs, and prices that make sense. It’s luxury that feels personal, simple, and significant.
With collections inspired by global minimalism, travel themes, and everyday beauty, the brand will introduce new items regularly. This strategy is often used in D2C fashion and lifestyle brands to keep people interested, encourage repeat purchases, and build a strong digital brand presence.
As the D2C business in India keeps growing, Elevé Diamonds enters the market with a strong brand image, a supply chain backed by tradition, and a unique position rooted in being authentic. With plans to expand across major cities and enter global markets, Elevé is shaping the future of modern luxury, where tradition, sustainability, artistry, and modern design all come together.
By redefining jewelry for India’s new generation, Elevé Diamonds represents Tibarumal Jewels’ step into a global D2C future, protecting its legacy while welcoming innovation every step of the way.
