Jaipur | Rajshree Upadhyaya | In 2023, Arushi Jain founded Emori and carved a niche by making luxury jewellery more affordable through lab-grown diamonds. She entered a jewellery market still dominated by traditional players and expensive natural diamonds. With prior experience at Goldman Sachs, consulting firms, and OYO, along with academic credentials from IIM Kolkata and Punjab University, Arushi understood both consumer behaviour and modern digital business. She believed that young Indian buyers were looking for jewellery that was stylish, transparent, and affordable without compromising on quality.
That idea eventually became Emori, a Gurugram-based startup focused on lab-grown diamond jewellery. The inspiration behind the brand was also deeply personal. Having grown up around people connected to Surat’s diamond ecosystem, Arushi became familiar with the jewellery industry early in life. Over time, her interest in lab-grown diamonds increased because they offered the same visual appeal and physical quality as mined diamonds at a significantly lower cost.
She realised that many young customers wanted elegant jewellery for everyday wear instead of diamonds reserved only for weddings or special occasions. To cater to this growing shift in consumer preference, Emori was launched as an online-first brand. The company started from a small office setup in Gurugram with a lean team and limited resources.
Rather than focusing only on rapid expansion, Emori initially concentrated on building trust in a category that was still relatively new for Indian buyers. Gradually, the startup expanded its portfolio of rings, earrings, pendants, and fine jewellery crafted using certified lab-grown diamonds set in 14K and 18K gold. The company also differentiated itself through transparent pricing, modern minimalist designs, lifetime warranty policies, and customer-friendly exchange options.
The Brand Positioned Itself As An Affordable Luxury Label
As awareness about lab-grown diamonds increased in India, Emori started gaining popularity among millennials and Gen Z customers. The brand positioned itself as an affordable luxury label, allowing buyers to own premium diamond jewellery without paying the extremely high prices associated with traditional diamonds.
Its growing catalogue, reportedly featuring over 600 ring designs, helped the company stand out in the highly competitive jewellery market. A major turning point in Emori’s journey came in 2026 when the startup appeared on Shark Tank India Season 5. Arushi Jain sought Rs. 75 lakh for 1 percent equity, valuing the company at Rs. 75 crore. During her pitch, she explained the market potential for lab-grown diamonds and highlighted the startup’s operational efficiency, repeat customer base, and growing demand.
The sharks praised her clarity, confidence, and understanding of the jewellery business. After negotiations, Emori secured a deal of Rs. 3 crore for 6 percent equity from Anupam Mittal, Amit Jain, Namita Thapar, and Ritesh Agarwal, bringing the company’s valuation to Rs. 50 crore.
Appearing on Shark Tank significantly boosted the company’s visibility across India. According to Arushi, traffic to Emori’s website increased nearly 30 times after the episode aired. The startup witnessed rapid growth in customer inquiries, online engagement, and brand recognition, helping strengthen its credibility in a market where trust plays a major role in jewellery purchases. The national television exposure also introduced many Indian consumers to the concept of lab-grown diamonds for the first time.
Startup Expanded Offline Through Physical Stores
Financially, the company demonstrated strong momentum within a short period. Reports suggest that Emori closed FY24-25 with revenue of nearly Rs. 4.5 crore and crossed Rs. 6 crore during FY25-26 while continuing to target further growth. Alongside its online business, the startup also expanded offline with a physical store in Gurugram and plans for further retail expansion.
By 2026, Emori was actively growing within India’s lab-grown diamond jewellery market. The company continues to scale through certified diamond jewellery products, digital growth strategies, and offline expansion. Arushi Jain’s journey reflects how a modern startup can challenge a legacy industry through affordability, design innovation, and changing consumer preferences.
