JB Insights

Aupulent is crafting the future of luxury: Redefining Indian fine jewellery with lab-grown diamonds

Published

6 months ago

July 31, 2025

1,702 views

In this insightful conversation, fifth-generation jeweller Surya Jain, Founder & CEO of Aupulent Jewellery, shares his journey with JewelBuzz of bridging legacy craftsmanship with future-forward innovation. He speaks candidly about shifting consumer mindsets, the evolving definition of value, and how Aupulent is designing for a new generation that wears its values as proudly as its diamonds. . With a sharp focus on sustainability, modern aesthetics, and personalized experiences, Aupulent positions itself as a premium, conscious alternative in India’s fine jewellery space.

Brand Origins & Vision

What inspired the creation of Aupulent, and how does it reflect a departure from your family’s traditional jewellery legacy?
Aupulent was born out of a desire to reimagine what fine jewellery means to a new generation—one that seeks purpose along with beauty. As a fifth-generation jeweller, I’ve grown up surrounded by timeless craftsmanship and tradition. But I also saw a gap: while the legacy jewellery industry excelled in heritage and opulence, it often lagged in sustainability and accessibility. With Aupulent, I wanted to create a brand that honoured this legacy but evolved it—one that marries age-old craftsmanship with cutting-edge innovation in the form of lab-grown diamonds. It’s a brand for conscious consumers who don’t want to compromise on luxury or ethics.

How has your experience as a fifth-generation jeweller shaped your perspective on the future of fine jewellery?
My upbringing gave me an intimate understanding of the emotional and cultural value of jewellery in Indian households. I witnessed how every piece tells a story—of celebration, tradition, and identity. But I also realised that the next chapter in this story demands responsibility. The future of fine jewellery is not just about karigari; it’s about consciousness. That’s why Aupulent doesn’t just sell jewellery—we create experiences that are rooted in meaning, transparency, and a future-forward mindset.
Design Philosophy & Identity
How do you view jewellery as a reflection of conscious living in today’s world? Why is ethical luxury more relevant than ever?
Today’s consumers are asking harder questions—where was this made, how, and at what cost to the planet or people? Jewellery, which has always symbolised personal values, is now being scrutinized through the lens of ethics and sustainability. Ethical luxury is no longer a niche—it’s becoming the new norm. With Aupulent, I wanted to offer jewellery that speaks not just to a moment, but to a mindset. Our customers wear their values, quite literally, and we take pride in being part of that journey.

Walk us through Aupulent’s design approach. How do you ensure each piece feels timeless yet modern?
We design with duality in mind—balancing timeless elegance with contemporary flair. Each piece is sketched with versatility at its core: it should look just as striking at a cocktail event as it does at a quiet family celebration. We also draw inspiration from architectural forms, heritage motifs, and modern femininity. The use of lab-grown diamonds gives us the freedom to play with structure and scale, allowing innovation without the traditional constraints of cost or sourcing ethics.

Product Innovation & Development

Lab-grown diamonds are central to your offering. Can you take us through the idea, process, and evolution of this choice?
When I first came across lab-grown diamonds, I was intrigued—not just by the science, but by the possibility. Here was a diamond chemically and optically identical to a mined one, but with a dramatically lower environmental footprint. It aligned perfectly with what I believed the future should look like. We source only certified Type IIa lab-grown diamonds—known for their superior purity—and work with cutting-edge growers who align with our ethical standards. Over time, we’ve built systems to ensure traceability, consistent quality, and transparency, which are foundational to the Aupulent promise.
What makes Aupulent’s craftsmanship distinct, and how do you ensure quality while embracing sustainable materials?
Craftsmanship is our bridge between heritage and innovation. Every Aupulent piece is hand-finished by skilled artisans—many of whom have worked with our family for generations. We’ve invested in upgrading our manufacturing to accommodate lab-grown diamonds, which behave slightly differently during setting. But our obsession with detail remains the same. From the alloys we use to our recycled gold and minimal-waste processes, we treat sustainability not as an afterthought but as an integral design and production principle.
Market Insights & Consumer Behavior
What consumer shifts have you noticed, especially among younger buyers? How do these shape Aupulent’s brand direction?
Younger buyers are re-writing the playbook. They’re value-driven, research-oriented, and keen to support brands that reflect their worldview. We’ve seen a rise in customers choosing lab-grown diamonds not just for the cost advantage, but because they resonate with the story of innovation, responsibility, and empowerment. This shapes everything we do—from how we engage on social media to the kind of collections we launch. We’re not just selling jewellery; we’re co-creating a lifestyle with our audience.
How do you tackle common myths around lab-grown diamonds and build trust with your customers?
Education is key. Many consumers still confuse lab-grown with imitation stones or assume they’re somehow ‘less real.’ We address this head-on through transparent communication, certified documentation, and in-store storytelling. Our team is trained to explain the science and philosophy behind lab-grown diamonds in a way that feels approachable, not preachy. The moment a customer understands that a lab-grown diamond is identical in brilliance, structure, and value—they’re not just convinced, they’re converted.

Entrepreneurial Journey

As someone bridging heritage with innovation, what challenges have you faced building a digitally native, ethical jewellery brand?
One of the biggest challenges has been changing mindsets—both inside and outside the industry. Building a premium brand on the back of something ‘new’ like lab-grown diamonds meant facing skepticism. Being digital-first in a traditionally high-touch industry also required us to rethink trust, luxury, and user experience from the ground up. But these challenges became our fuel. We leaned into storytelling, customer service, and authenticity to build credibility. Every doubt became an opportunity to educate.
Looking ahead, what are your goals for Aupulent? How do you see it evolving in the Indian and global luxury landscape?
Our immediate goal is to deepen our presence across India, especially through our flagship Chandigarh store and expanding our digital footprint. In the long run, we aim to make Aupulent synonymous with conscious luxury—whether in India or overseas. I see us collaborating with global designers, expanding into fine bespoke pieces, and perhaps even exploring crossover collections that blend astrology and aesthetics—something uniquely Indian, yet universally appealing. The dream is to not just lead the lab-grown movement, but to redefine what Indian luxury stands for in the 21st century.

Related Topics:2025 Aupulent jbinsights spotlight

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JB Insights

Tanishq- Natural Diamonds- How to Choose Your Natural Diamonds. A thoughtful Guide to Meaningful Luxury

Looking beyond trends to choose diamonds of lasting meaning

Published

1 week ago

January 4, 2026

JewelBuzz Spread The Buzz

172 views

Natural diamonds are extraordinary gifts of nature, which is formed over billions of years deep within the earth under intense heat and pressure. Each natural diamond is completely unique, shaped by time itself. This rarity and natural origin make diamonds powerful symbols of authenticity, emotion, and enduring beauty. If you are planning to buy a natural diamond, understanding what truly matters will help you make a confident and meaningful choice.

The Origin of Natural Diamonds

Natural diamonds are not created in laboratories or factories; they are formed deep within the earth over billions of years. This remarkable journey makes each diamond rare and irreplaceable. When you choose a natural diamond, you are choosing a piece of the earth’s history, which is why these stones often become cherished markers of life’s most important moments and milestones.

Understand the 4Cs—Holistically

The 4Cs—Cut, Colour, Clarity, and Carat—are the universal benchmarks for evaluating diamonds. While each C matters, their true value lies in how well they work together, along with a diamond’s light performance. Light performance refers to how effectively a diamond interacts with light—how it enters, reflects, refracts, and returns brilliance to the eye. In natural diamonds, this interaction is influenced by unique growth patterns formed over billions of years, creating depth, fire, and scintillation that are difficult for synthetic diamonds to replicate consistently. As a result, a slightly smaller natural diamond with excellent cut and superior light performance can often appear more vibrant than a larger stone with weaker proportions or synthetic characteristics. Trusted jewellers prioritise this balance to deliver enduring beauty and long-term value.

Cut: The Foundation of Brilliance

Cut plays the biggest role in how a diamond looks to the eye. It determines how light enters, reflects within, and exits the diamond. A well-cut natural diamond appears lively, bright, and full of sparkle.

A superior cut reveals:

Brightness, or the return of white light
Fire, the colourful flashes you see when light disperses
Scintillation, the sparkle created when the diamond moves

Even diamonds with high carat weight can look dull if the cut is poor, which is why cut is often considered the most important of the 4Cs.

Clarity: Nature’s Unique Signature

Clarity refers to natural inclusions formed during the diamond’s creation process. These tiny characteristics are like a diamond’s fingerprint—no two are ever the same. Diamonds are graded from Flawless (F) to Included (I) based on the visibility of these inclusions.

Most jewellery-quality diamonds fall within this scale, and many buyers prefer diamonds whose inclusions are not visible to the naked eye, allowing them to enjoy both beauty and value. These natural features also serve as proof of a diamond’s authenticity.

Colour: Subtle Differences That Matter

Diamond colour is graded on a scale from colourless to light yellow. The less colour present, the rarer the diamond appears. However, many near-colourless diamonds look equally beautiful to the naked eye and offer excellent value.

Colourless (D–F) diamonds appear crisp and bright
Near Colourless (G–J) diamonds offer a balance of beauty and affordability
Faint Yellow (K–M) diamonds have a warmer tone

Choosing the right colour also depends on the jewellery setting, as metal tones can enhance or soften the diamond’s appearance.

Carat: Understanding Weight, Not Just Size

Carat measures a diamond’s weight, with one carat equal to 0.20 grams. While larger diamonds require greater investment, carat alone does not define beauty or brilliance. A well-cut smaller diamond can often appear larger than a heavier diamond with poor proportions. Understanding carat in relation to the other Cs helps buyers make smarter, more satisfying choices.

Insist on Certification and Transparency

Certification provides assurance that a diamond has been professionally evaluated for quality and authenticity. Transparent grading and responsible sourcing help buyers understand exactly what they are investing in. Tanishq’s commitment to certification and transparency ensures peace of mind with every natural diamond purchase.

Choose Ethical and Responsible Luxury

Today’s luxury consumers value integrity as much as beauty. Supported by the Natural Diamond Council, natural diamonds contribute to responsible mining practices, community development, and sustainable livelihoods. Choosing ethically sourced natural diamonds adds deeper meaning and purpose to your jewellery.

Seek Expert Guidance

Buying a natural diamond is a personal journey, and expert guidance can make all the difference. Consulting trusted jewellers like Tanishq helps buyers understand fine details, compare options, and choose a diamond that balances beauty, authenticity, and long-term value. Choosing a natural diamond is about more than sparkle—it is about knowledge, trust, and emotion. Guided by the Natural Diamond Council’s commitment to education and Tanishq’s legacy of craftsmanship and transparency, every natural diamond becomes a meaningful expression of timeless luxury.

Get Your Diamonds Checked at the Diamond Expertise Centre

For added reassurance, customers can get their diamonds checked at the Diamond Expertise Centre, created in collaboration between Tanishq and De Beers. Combining advanced detection technology with the expertise of trained gemologists, the centre enables customers to accurately identify natural diamonds and understand the science behind their selection. Through transparent, hands-on evaluation, customers gain deeper insight into their diamond’s authenticity, quality, and light performance—empowering them with knowledge, confidence, and complete peace of mind throughout the buying journey.

Let Diamond Science Guide Your Decision

One of the most reliable ways to choose a natural diamond is through transparent, science-backed evaluation rather than visual appeal alone. At the Tanishq’s Diamond Expertise Centre, created by Tanishq in collaboration with De Beers, customers gain a clear understanding of what they are buying through expert guidance—prioritising proof over promise. Through guided walkthroughs and hands-on evaluations, customers experience how advanced diagnostic tools—Lightscope, SynthDetect, Hearts & Arrows Viewer, Girdle Marking Viewer, and Inclusion Viewer—work together to assess light performance, verify natural origin, study symmetry, and examine inclusions and laser markings. By making diamond science transparent and interactive, the centre empowers customers to make informed choices with clarity and confidence, reinforcing trust at every step of the natural diamond journey.

True Rarity Can’t Be Replicated

Natural diamonds are precious not just for their beauty, but for their rarity and the extraordinary journey that brings them to life. Formed deep within the earth over billions of years, no two natural diamonds are ever the same—each carries its own unique character, inclusions, and story shaped by time and nature. This inherent rarity gives natural diamonds an enduring emotional and intrinsic value that goes beyond trends or technology. Choosing a natural diamond is a choice rooted in authenticity, permanence, and legacy—a symbol meant to be cherished today and passed on for generations to come.

Think Beyond Trends

While jewellery trends evolve over time, natural diamonds remain timeless. Classic solitaires, elegant earrings, and versatile diamond necklaces continue to be relevant year after year. These pieces are not just fashion statements—they are heirlooms that carry stories across generations.

Choosing a natural diamond is ultimately a decision rooted in thoughtfulness, trust, and enduring value. It is about recognising the rare journey of a stone formed by nature, understanding its science-backed authenticity, and selecting a piece that resonates with personal meaning rather than passing trends. Guided by transparency, expert insight, and a commitment to responsible luxury, a natural diamond becomes more than jewellery, it becomes a lasting symbol of life’s most meaningful moments, cherished today and preserved for generations to come.