The Spark

In 2023, the luxury jewelry market was a tale of two extremes: unreachable high-end diamonds or cheap imitation jewelry that lacked soul. Arushi Jain spotted a massive white space in the middle—the modern woman who wanted real diamonds without the astronomical markup or the environmental guilt.

While traditional jewelers focused on “investment pieces” locked in safes, Jain dropped her anchor in the lab-grown diamond (LGD) sector with a contrarian bet: diamonds should be a form of self-expression, not just a bridal milestone.

The Climb

Launching a luxury brand in a crowded Indian market required more than just pretty designs; it required a platform for trust. EMORI’s biggest hurdle was the consumer perception that “lab-grown” meant “fake.” Jain pivoted the narrative from “synthetic” to “scientific,” positioning EMORI as a tech-forward fashion brand rather than a legacy jeweler.

This strategy culminated in a high-stakes appearance on Shark Tank India Season 3, where Jain faced the “Sharks” to prove that her unit economics and design language could scale. The gamble paid off, securing a ₹3 crore investment from Anupam Mittal and Aman Gupta, marking one of the significant fashion-tech deals of the season and providing the capital to move from digital-first to a massive retail footprint.

The Model

EMORI operates on a Direct-to-Consumer (D2C) hybrid model that leverages the price efficiency of lab-grown diamonds to offer luxury at 40-50% less than mined alternatives.

  • The Wedge: Entry-level diamond jewelry (under ₹20,000) that attracts the Gen Z and Millennial workforce.
  • The Hook: Curated “Work-Wear” and “Everyday Luxury” collections that drive high purchase frequency compared to traditional jewelry.
  • The Moat: A blend of omnichannel presence and a certified supply chain that ensures every stone is IGI/GIA certified, building the “trust-bridge” that many unbranded LGD sellers lack.

The Future

With the Shark Tank funding, EMORI is aggressively expanding into physical experience centers across Tier-1 Indian cities. As the global lab-grown diamond market is projected to reach double-digit growth by 2030, Jain is positioning EMORI not just as a jewelry store, but as a lifestyle brand. The goal is to bridge the gap between high-fashion aesthetics and sustainable tech, making the “diamond life” accessible to the masses.