True Diamond, a jewelry startup in Mumbai, is making waves in India’s D2C market in 2025. The company is tapping into the rising global interest in lab-grown diamonds and sustainable options, quickly becoming a player in the Indian direct-to-consumer jewelry scene.
True Diamond recently secured Rs 26 crore in a pre-Series A funding round, with backing from India Quotient, Titan Capital Winners Fund, and Huddle Ventures. This reinforces its position as one of the up-and-coming D2C startups changing the Indian market.
Founded in 2024 by Darayus Mehta and Parin Shah, True Diamond started with Rs 1 crore of their own money. In just a year, they’ve launched over 5,000 designs, become profitable within six months, and have a 1.7x repeat customer rate, making them one of the fastest-growing D2C brands in India. Big names like Tara Sutaria and Pooja Hegde have been seen wearing their jewelry.
Lab-grown diamonds are changing things in India’s jewelry market. The global lab-grown diamond industry is expected to jump from $29.7 billion in 2025 to almost $98 billion by 2034, according to reports. This boom lines up with True Diamond’s growth plans and the preferences of Indian millennials and Gen Z buyers, who want affordable yet stylish sustainable brands.
True Diamond stands out with its focus on innovation. They’ve got champagne gold finishes that flatter Indian skin tones, floating diamond rings, and unique Portuguese cut diamonds that give a vintage touch to modern designs.
The brand is concentrating on rings, which are the biggest category in India’s jewelry market. This focused approach lets them try new designs, grow quickly, and create a strong omnichannel plan. They already have stores in Mumbai, Hyderabad, and Noida, and have shifted from being online-only to having sales split evenly between online and offline. This strategy, which companies like CaratLane and BlueStone also use, lets customers see products in person while still enjoying the convenience of online shopping.
True Diamond is also a good example of how to build a D2C brand. They source their diamonds from Surat, India, instead of importing from China, showing their commitment to quality and sustainability. Their team of 40 handles everything from design to customer feedback, which helps them build customer loyalty. With more Indians using jewelry to express themselves, True Diamond’s custom designs give them an advantage.
Looking ahead, True Diamond plans to open 50 stores across India in the next two to three years. As they expand their physical presence, expect to see True Diamond in news about D2C funding and potential IPOs. They are proof that the direct-to-consumer model is shaking up not just food and beauty, but also the jewelry market.
True Diamond represents the key trends in India’s D2C space: sustainability, innovation, customer-focused design, and fast growth. With its strong brand, celebrity endorsements, and clear go-to-market plan, True Diamond should become one of the top D2C brands and a company to watch.
