Jaipur | Rajshree Upadhyaya | Founded in 2024, True Diamond set out to redefine how young Indians perceive fine jewellery by blending contemporary design with accessibility and personal expression. Co-founded by Darayus Mehta and Parin Shah, the Mumbai-based brand was built on the belief that modern consumers seek jewellery that reflects their individuality rather than simply following traditional styles. Drawing on their experience in branding, consumer businesses, and startups, the founders envisioned a company that would stand apart through creativity, craftsmanship, and customer-centric designs instead of competing solely on price.
From the beginning, True Diamond positioned itself as a design-led jewellery brand offering a wide range of lab grown diamond jewellery, natural diamond jewellery, rings, earrings, necklaces, bracelets, pendants, mangalsutras, mens jewellery, and customised jewellery. By catering to diverse tastes and occasions, the company sought to appeal to a new generation of buyers who valued unique aesthetics and personalization. Its emphasis on fresh collections and modern styling helped the brand carve a niche in India’s increasingly competitive jewellery market, where consumer preferences are steadily shifting towards innovative and contemporary designs.
The brand gained national visibility after appearing on Shark Tank India Season 5, where Darayus Mehta and Parin Shah entered the tank seeking Rs. 1.08 crore in exchange for 1% equity, valuing the company at Rs. 108 crore. During their pitch, the founders showcased their vision of building a next-generation jewellery brand and highlighted the company’s product philosophy and growth ambitions. While the Sharks appreciated the founders’ confidence and the brand’s design-focused approach, they also raised questions about certain aspects of the business before ultimately deciding not to invest. Despite leaving the show without a deal, the appearance introduced True Diamond to a much larger audience and significantly increased public awareness of the brand.
Rather than viewing the rejection as a setback, the founders turned it into a branding opportunity. They embraced the attention generated by the episode through engaging and light-hearted social media campaigns that resonated with viewers. Their ability to respond with humour and confidence helped strengthen the brand’s image while demonstrating the entrepreneurial resilience often associated with successful consumer startups. The increased visibility also allowed True Diamond to connect with new customers who discovered the company through the television show and its digital marketing efforts.
The founders have continued focusing on expanding the business by strengthening both their online presence and offline retail footprint. Their strategy revolves around offering customers a seamless jewellery-buying experience while continuously introducing fresh collections that align with evolving fashion trends. Instead of positioning the business around a single category, True Diamond has consistently presented itself as a modern jewellery destination capable of serving customers with different preferences, occasions, and budgets.
As of 2026, True Diamond is currently operational and continues to grow its presence in the Indian jewellery market. The company remains active through its digital platforms, ongoing product launches, and retail expansion initiatives, while also exploring franchise opportunities in different cities. Although the founders did not secure an investment on Shark Tank India, the platform proved to be a valuable launchpad for wider brand recognition. In just a short period since its establishment in 2024, True Diamond has evolved into a promising new-age jewellery brand, demonstrating that strong design, effective branding, and consistent execution can help build lasting momentum even without securing a deal inside the Shark Tank.
