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Aupulent Jewellery Marks a Milestone in Ethical Luxury with Accelerated Growth in Lab-Grown Diamond Market

Founded by 5th-generation jeweller Surya Jain, the homegrown brand is leading India’s shift towards sustainable fine jewellery.

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Aupulent Jewellery, India’s premium lab-grown diamond brand, is redefining modern luxury with a powerful blend of legacy craftsmanship and sustainable innovation. Founded in 2021 by Surya Jain, a 5th-generation jeweller with a 150-year family heritage, the brand has quickly emerged as a frontrunner in the lab-grown diamond sector—championing a future where fine jewellery is both ethical and accessible.

From its inception, Aupulent set out to challenge the norms of the traditional diamond industry by making brilliance and sustainability co-exist. Today, the brand offers a thoughtfully curated collection of 100% IGI-certified lab-grown diamond jewellery that includes rings, earrings, bracelets, and pendants crafted with precision, purpose, and personalization.

“We set out to redefine what luxury means in today’s world, where beauty should no longer come at the cost of the environment or one’s conscience. At Aupulent, our mission is to democratize diamond jewellery by making it more transparent, inclusive, and accessible. We’ve retained the richness of heritage craftsmanship while embracing the future of innovation with lab-grown diamonds. It’s about eliminating the traditional barriers of cost and ethical complexity, and creating pieces that are as responsible as they are radiant. Our customers are not just buying jewellery, they’re choosing values, stories, and a more sustainable way to shine.” Surya Jain, Founder & CEO, Aupulent Jewellery

Born from a legacy that traces back over 150 years to its parent brand Nikka Mal Babu Ram Jewellers, Aupulent is built on deep-rooted expertise in design and gemstone quality. While the traditional jewellery house embodied heritage and bespoke craftsmanship, Aupulent represents a natural evolution—one that aligns with modern consumer values of transparency, environmental responsibility, and affordability.

A graduate of Harvard University, Surya Jain brings a globally informed perspective to jewellery retail, fusing age-old artistry with the latest in ethical sourcing and digital innovation. His decision to pivot into lab-grown diamonds was driven by growing demand for clarity—not just in gemstones, but in business practices.

Growth Trajectory and Customer-Centric Innovation

Since its launch in 2021, Aupulent has witnessed significant momentum with its affordable luxury offerings, online-first retail model, and customization options. The brand caters to a rising demographic of conscious consumers who seek timeless designs without compromising on values.

While headquartered in Chandigarh, Aupulent operates primarily through its robust e-commerce platform, offering secure, free shipping across India along with customer-friendly policies such as 15-day returns and a lifetime buyback guarantee. The brand currently has a physical store in Chandigarh and plans to expand into the Delhi NCR region in the near future.

With a focus on user experience, Aupulent also offers a hybrid customization model, allowing customers to design pieces suited to their personal tastes—whether through consultations online or via direct customer support.

Signature Collections

Aupulent’s catalogue spans collections that speak to diverse life moments and styling preferences:

  • Everyday Elegance – Sleek, minimal styles crafted for modern daily wear.
  • The Regal Edit – Statement pieces designed for weddings, celebrations, and once-in-a-lifetime occasions.
  • Conscious Gifting – Thoughtful pieces curated for gifting with purpose—spanning Mother’s Day, anniversaries, and beyond.

With a CAGR of 55%, a growing catalogue of over 5,000 SKUs, and a loyal client base of 1,000+ happy customers across age groups 25 to 65+, Aupulent caters to both men and women. A distinctive aspect of the brand is its emphasis on bespoke creations—offering customized jewellery tailored to individual preferences, fostering a deeper emotional connection between the customer and their jewellery. Aupulent’s vision for the future is anchored in scaling conscious luxury. The brand is actively investing in consumer education, transparent pricing, and next-gen design tools to further simplify and personalize the jewellery-buying journey.

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National News

Vummidi Bangaru Jewellers Partners with Ignition presented by Shiv Nadar Foundation, Chennai Edition

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Vummidi Bangaru Jewellers (VBJ Since 1900), India’s most trusted heirloom jewellery brand joined hands with Ignition presented by Shiv Nadar foundation, Chennai edition, a stage that united young professionals, like-minded individuals from varied disciplines. Ignition is a platform created and curated by the award-winning journalist Shoma Chaudhury under the umbrella of her company Lucid Lines Productions, to deepen public discourse. The event took place at ITC Grand Chola and was attended by over 500 powerful voices from the city.

Speaking about the association, Amarendran Vummidi, Managing Partner, VBJ Since 1900, said, “We are proud to be associated with Ignition presented by Shiv Nadar foundation, Chennai edition as we share similar principles and ideologies. Ignition presented by Shiv Nadar foundation, Chennai edition celebrates accomplishments and encourages younger generation. These healthy conversations truly ignite the minds and promotes diverse thinking amongst the youth. As a 125-year-old brand, we have the responsibility towards the society, and this is one small step towards that direction.” 

Adding a rich cultural layer to this event, VBJ Since 1900 showcased a curated selection of its heritage and contemporary jewellery through a specially designed display panel at the venue. 

Hosted by veteran journalist, Shoma Chaudhury, the event brought together India’s most influential minds — Sanjaya Baru (Policy Analyst and Author), Dr. Ambrish Mithal (Padma Bhushan awardee), D.P. Srivastava (former Ambassador to Iran), Kabir Taneja (Strategic Affairs Expert), and Wellness Advisor Richa Gangani offered a compelling exchange of ideas.

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WGC Central Bank Gold Reserves Survey 2025

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Central banks have accumulated over 1,000t of gold in each of the last three years, up significantly from the 400-500t average over the preceding decade. This marked acceleration in the pace of accumulation has occurred against a backdrop of geopolitical and economic uncertainty, which has clouded the outlook for reserve managers and investors alike.

2025 Central Bank Gold Reserves (CBGR) survey, conducted between 25 February and 20 May, helps us shine a light on the continued importance of gold reserve management in these challenging times. This year we set a new benchmark, drawing in 73 responses – the highest since our survey commenced eight years ago.

Key highlights

  • Similar to findings from previous surveys, central banks continue to hold favourable expectations on gold. Respondents overwhelmingly (95%) believe that global central bank gold reserves will increase over the next 12 months. 
  • This year, a record 43% of respondents believe that their own gold reserves will also increase over the same period. Interestingly, none of our respondents anticipate a decline in their gold reserves.
  • Gold’s performance during times of crisis, portfolio diversification and inflation hedging are some key themes driving plans to accumulate more gold over the coming year. In addition, gold’s unique characteristics and role as a strategic asset continue to be valued by central banks: its performance in times of crisis, ability to act as a store of value, and its role as an effective diversifier, continue to be cited as key reasons for an allocation to gold.
  • The majority of respondents (73%) see moderate or significantly lower US dollar holdings within global reserves over the next five years. Respondents also believe that the share of other currencies, such as the euro and renminbi, as well as gold, will increase over the same period.
  • The survey highlighted an uptick in respondents who actively manage their gold reserves, from 37% in 2024 to 44% in 2025. While enhancing returns remained the primary reason for this, risk management leapfrogged tactical trading as the second most selected reason.
  • The Bank of England remains the most popular vaulting location for gold reserves amongst respondents (64%); a significantly higher percentage of respondents reported some domestic storage of gold reserves this year than they did last year (59% in 2025 vs 41% in 2024). Just 7% of respondents indicated that they plan to increase domestic storage of gold reserves over the next 12 months.

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National News

Princess Diya Kumari unveils JAS: The Premium B2B Show at Jaipur

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The brilliance of Jaipur’s gems and jewellery industry lit up the Novotel Jaipur Convention Center as JAS: The Premium B2B Show was inaugurated today. Hon’ble Deputy Chief Minister of Rajasthan, Princess Diya Kumari , our Inaugural Guest, and Chief Guest  C.K. Venkatraman, MD – Titan Company Ltd along  with  Pramod  Derewala, Chairman – NGJCI, and  Yogendra  Garg, Regional Chairman – GJEPC, inaugurated JAS: The Premium B2B Show with ribbon cutting, lamp lighting, inspiring addresses, and warm mementos.

Committee members —  Alok Sonkhiya President,  Ashok Maheshwari Convenor, JAS,  Neeraj Lunawat Honorary Secretary,  Raju Mangodiwala Vice President & Co-Convenor, JAS,  Ajay Godha Joint Secretary, and  Naresh Agroya Co-Convenor, JAS & Coordinator, JEA — extended heartfelt gratitude to all dignitaries and guests.

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