JB Insights
Ashth: Built on pillars of Innovation, Ethics and Unmatched Craftsmanship
In a rapidly evolving global market, the traditional pillars of luxury—scarcity, high price points, and status—are being dismantled. Kaivan Shah –Co-founder of ASHTH, posits that we are entering an era where luxury is defined by emotional resonance, ethical integrity, and creative freedom. Driven by the conscientious values of Gen Z, the jewelry industry is shifting from a “store of value” model to a “narrative of self” model.
At the forefront of the lab diamond revolution is Ashth with its tag line Mine. Not Mined. driving over 20% YoY growth in designer lab diamond jewellery. Built on three pillars—Innovation, Ethics, and Unmatched Craftsmanship—Ashth captivates ethical luxury consumers.
The Shift from Status to Sentiment
Kaivan argues that modern luxury is an intensely personal experience. The value of a piece of jewelry no longer rests solely on its price tag, but on the memories and meanings it evokes. For the contemporary consumer, jewelry serves as a medium for self-expression. This transition marks a departure from outward displays of wealth toward an inward alignment with one’s personal identity and beliefs.
The Ethical Revolution: Lab-Grown Diamonds
A central theme in Kaivan’s perspective is the rise of lab-grown diamonds (LGDs) as a moral and cultural choice rather than a budget-driven one. Led by Gen Z’s demand for transparency and sustainability, LGDs have moved from the periphery to the center of the luxury conversation.
- Values over Valuation: Affluent consumers are increasingly choosing LGDs because they align with a commitment to environmental and social responsibility.
- A New Product Category: By decoupling diamonds from the “investment asset” mindset, the industry is free to treat them as high-value, consumable luxury, focusing on their aesthetic and emotional appeal rather than their resale speculation.
Design as the New Differentiator
With the constraints of material cost significantly lowered by LGDs, a new frontier of unleashed creativity has emerged. Kaivan highlights how this affordability acts as a catalyst for innovation:
- Bold Silhouettes: Designers can now experiment with larger carats, intricate structures, and avant-garde shapes that were previously cost-prohibitive.
- Versatility: The focus has shifted toward wearable luxury—pieces like detachable earrings and modular necklaces that offer multi-functional utility for the modern lifestyle.
- Artistry over Rarity: In the LGD era, the “premium aura” is built through superior craftsmanship and distinctive storytelling rather than the mere rarity of the stone.
Kaivan underscores the USP of Ashth’s product portfolio: the exclusive 97-facet Ashth Cut, a patented octagon-shape lab-grown diamond that maximizes brilliance and fire. This visionary cut powers 2000+ designs across 20+ categories, including lab-grown diamond rings, earrings, necklaces & pendants, bracelets & bangles, and initial & charm jewellery—for every occasion
India’s Strategic Transformation
Perhaps the most ambitious aspect of Kaivan’s vision is the repositioning of India. While the nation has long been the “world’s workshop” for cutting and polishing, Kaivan sees a future where India is the global design capital.
By leveraging its rich cultural heritage and artisanal expertise alongside the flexibility of lab-grown diamonds, India can lead global trends. However, this requires a shift toward a more organized, collaborative ecosystem that bridges the gap between growers, designers, and retailers to project a unified creative voice to the world.
Conclusion
Ultimately, Kaivan envisions a future where luxury is democratized through design and sanctified through ethics. The lab-grown diamond is the symbol of this transition—a bridge between heritage craftsmanship and a future-forward, responsible philosophy. For the industry, the challenge and the opportunity lie in embracing this new vocabulary: one where authenticity is the ultimate luxury.
JB Insights
Women’s Day 2026: Jewellery Brands Celebrate Independence, Identity and Self-Expression
From milestone-driven collections to personalised styling and self-purchase narratives, jewellery brands across India are celebrating women’s independence, identity, and achievements this International Women’s Day.
International Women’s Day 2026 has prompted jewellery brands across India to launch campaigns that celebrate women’s empowerment, individuality, and personal achievements. Moving beyond traditional gifting narratives, many brands are positioning jewellery as a symbol of self-expression and personal milestones, reflecting the evolving role of women as independent buyers in the jewellery market.
Kumari Fine Jewellery
Mumbai-based Kumari Fine Jewellery has introduced a Women’s Day showcase themed around the idea of the “Modern Indian Original.” The initiative focuses on financially independent women who mark their achievements with self-purchased jewellery. The showcase highlights lightweight gold pieces designed for everyday wear, reinforcing jewellery as both a style statement and a symbol of personal growth.
Dhirsons Jewellers
Delhi’s Dhirsons Jewellers has launched a campaign centred on celebrating milestones in a woman’s journey rather than traditional occasions. The initiative encourages women to recognise defining moments in their lives, positioning jewellery as a reflection of resilience, confidence, and self-belief.
GIVA
Digital-first jewellery brand GIVA has unveiled a Women’s Day concept titled The Pearl Edit, focusing on timeless pearl jewellery that celebrates women who are building, leading, and redefining their paths. The campaign emphasises understated elegance while encouraging women to celebrate themselves through meaningful jewellery.
Divine Solitaires
Diamond jewellery brand Divine Solitaires has also introduced a Women’s Day campaign highlighting the emotional value of solitaire diamonds as symbols of personal milestones. The initiative focuses on recognising the journeys of women across roles—from professionals and entrepreneurs to mothers and mentors—while encouraging self-appreciation through jewellery.
Senco Gold & Diamonds
Technology-driven campaigns have also gained traction this year. Senco Gold & Diamonds has launched an initiative that integrates artificial intelligence into jewellery styling, enabling customers to discover pieces that match their personality and features. The concept highlights individuality while bringing digital innovation into the jewellery retail experience.
Tanishq
Large national brands are also participating in the Women’s Day narrative. Tanishq has continued its focus on celebrating modern womanhood through curated collections and storytelling campaigns that reflect the changing aspirations of contemporary women. The brand’s initiatives frequently highlight independence, confidence, and self-expression.
Kalyan Jewellers
Similarly, Kalyan Jewellers has aligned its messaging with women’s empowerment by supporting women-centric initiatives and partnerships, reinforcing the importance of recognising women’s achievements across different fields.
CaraLane
Other jewellery brands are also marking the occasion through special launches and themed collections. CaratLane has promoted contemporary diamond and gold jewellery collections designed for self-purchase and everyday styling, encouraging women to celebrate their personal milestones.
ORRA Fine Jewellery
Luxury diamond brand ORRA Fine Jewellery has highlighted modern diamond jewellery that symbolises confidence and individuality, targeting young professionals who view jewellery as a statement of identity.
Malabar Gold & Diamonds
Meanwhile, Malabar Gold & Diamonds has focused on campaigns that recognise women’s contributions to families, workplaces, and society, positioning jewellery as a tribute to their strength and achievements.
Across the industry, the Women’s Day celebration by many brands reflect a broader shift in consumer behaviour. Women are increasingly viewing jewellery not only as a traditional gift but also as a meaningful purchase that celebrates personal success, independence, and self-expression.
As jewellery brands continue to adapt to these changing aspirations, Women’s Day has become an important platform for storytelling, allowing brands to connect with modern consumers through themes of empowerment, individuality, and celebration of life’s defining milestones.
Jos Alukkas introduces Augmented Reality Feature ‘Virtual Try-On’ experience on Online Store
MMTC-PAMP Marks Navratras with Launch of 50g 999.9+ Pure Silver Vaishno Devi Coin
As gold prices hit historic highs, gold loans surge
Malabar Gold & Diamonds Announces Major Expansion with ₹1,580 Crore Investment, set to open 20 new showrooms in March 2026
Precious Metals Face Macro Headwinds Amid Persistent Inflation and Geopolitical Uncertainty: AUGMONT BULLION REPORT
GJC announces 9th Edition of GJS April 2026
-
National News6 hours agoMalabar Gold & Diamonds Announces Major Expansion with ₹1,580 Crore Investment, set to open 20 new showrooms in March 2026
-
International News6 days agoPrecious Metals Face Macro Headwinds Amid Persistent Inflation and Geopolitical Uncertainty: AUGMONT BULLION REPORT
-
International News6 hours agoGold, silver struggle amid Fed, oil uncertainty AUGMONT BULLION REPORT
-
National News1 day agoGJC announces 9th Edition of GJS April 2026
JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.