What it sells
Lab-grown diamond jewellery brand.
Business model breakdown
Buyer: who owns the budget?
UnverifiedIndividual shoppers (women) buying for themselves or as gifts; site is a direct-to-consumer Shopify store.
Trigger: what makes them buy now?
UnverifiedWanting affordable everyday fine jewellery without traditional markup; first-order 10% off and free earrings above INR 9,999 nudge purchase.
Workflow: what inputs become what output?
Browse online or create own design, order, with lifetime buyback and exchange.
Economics: what it saves and how it charges
Product sales without traditional jewellery markup; lifetime buyback programme.
Distribution: how it reaches customers
Online store with first-order discount (10% off).
Funding history and coverage
| Round date | Stage | Amount | Investors | Source |
|---|---|---|---|---|
| 2026-10-10 | Pre-seed | Rs 3.61 Cr | IPV (lead) | news.google.com |
| 2026-10-08 | Pre-seed | ₹3.61 Cr | Inflection Point Ventures (lead), Nine Jewellery | news.google.com |
Profiles summarize public reporting and company websites. Business-model notes are MaxBC's reading of that material, not confirmed facts; unknowns are left blank rather than guessed. Updated 2026-10-12.