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.