National News
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.
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.
BrandBuzz
Verlas Introduces the ‘Alyssa’ Collection in India, Bringing Modern Luxe Floral-Inspired Design to Lab-Grown Diamond Jewelry Crafted in Fine Gold
The New York-born brand channels statement floral designs in modern silhouettes and larger carat diamond brilliance into a collection made for weddings, engagements, cocktail evenings, and wedding Trousseau Picks.
Verlas, the New York-based fine jewelry brand, has brought its luxurious Alyssa collection to India, a floral-inspired range of contemporary designs crafted with IGI-Certified lab-grown diamonds and BIS hallmarked gold in 14K and 9K Gold variants. Built around larger carat weights and romantic floral design, the collection pairs statement sparkle with Verlas’ commitment to sustainability and craftsmanship. Since its founding in 2019, Verlas has focused on modern, considered jewelry designed to feel personal and meaningful, handcrafted by skilled artisans in VS clarity lab-grown diamonds set in fine gold.
Inspired by blooming florals, the Alyssa collection translates nature’s motifs into refined diamond jewelry designed for everyday moments in the form of elegant pendant necklaces and Studs designed with florets of round-cut and marquise-cut diamonds, and then there are these luxe styles that call for something more. For bigger celebrations to evening dressing, these luxe designs are crafted with marquise and round-cut diamonds in hoops and dangler earrings, unique tennis bracelets and tennis necklace designs that embrace the designer craftsmanship of Verlas. The Alyssa collection brings signature brilliance to a range of personal styles.
For the modern bride, Alyssa brings together jewelry for every part of her journey—from the engagement and big day to her trousseau, bridesmaids and the little moments beyond. Fashion-forward yet effortlessly elegant, each design is crafted to make a statement today and stay in her rotation long after the celebrations are over.

Among the highlights are the Alyssa Cuatro Floral Hoops, featuring five round lab-grown diamonds arranged in a delicate floret on a solid gold hoop. For a softer, more elegant look, these round-cut diamonds bring a classic appeal – perfect for those who prefer understated sparkle.

If bold and distinctive is more your style, the Alyssa Tres Marquise Diamond Huggies bring an elongated floral silhouette with marquise-cut diamond petals.

The Alyssa Radiant Bloom Ring offers another take on the floral motif, bringing together round-cut diamonds for a radiant, feminine look.

Meanwhile, the Alyssa Trio Marquise Bouquet Ring takes a bolder approach, featuring three diamond florets crafted with marquise diamond petals. Whether you lean towards the elegant simplicity of round cuts or the bolder character of marquise cuts, the Alyssa collection offers a floral style to match.

The Alyssa Marquise Studs bring a fresh take on florals, with marquise-cut diamonds forming an X-shaped motif around a round centre. Easy enough for everyday, yet special enough for evenings out, they’re the kind of pair you’ll keep reaching for.

For a little more sparkle, the Alyssa Marquise-Cut Floral Tennis Bracelet makes a statement without feeling reserved for just one occasion. Its floral diamond motifs bring a touch of drama to wedding celebrations, festive evenings and everything in between.

And when you’re ready to go all out, the Alyssa Marquise Radiant Tennis Necklace takes the floral story up a notch. With twenty-three diamond florets and a total weight of 13 carats, it brings together marquise-cut petals and round diamond centres for a look made to shine at the wedding, reception, or your next big celebration.
Available in white, yellow, and rose gold in 14K and 9K, the Alyssa collection reflects Verlas philosophy of creating jewelry that is beautiful, meaningful, and responsibly crafted. Perfect for elevating bridal looks and everyday romance alike.
With its growing presence in India, Verlas continues to bring its modern design and craftsmanship approach to fine jewelry to new audiences, combining considered design, conscious choice, and a more approachable jewelry experience.
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