National News
Candere Founder Rupesh Jain Launches Lab-Grown Diamond jewelry Brand Lucira; Taps into Booming Industry Potential
The company plans aggressive two-year roadmap for phased omnichannel expansion
Rupesh Jain, the digital jewelry pioneer who built Candere into one of India’s most successful online fine jewelry platforms before its acquisition by Kalyan Jewellers, is returning to the spotlight with a bold new venture, Lucira. A modern lab-grown diamond jewelry brand, Lucira is built for today’s conscious, design-forward consumer and aims to transform the way people engage with fine jewelry.
Positioning itself as the unrivalled “Rings King,” Lucira focuses exclusively on celebrating proposals, weddings, anniversaries, and personal achievements with intentional design and ethical brilliance. Lucira is born out of a simple but powerful idea: that luxury can be meaningful, personal, and responsible. Inspired by the Latin word Lucent, meaning “to shine,” the brand represents purity, brilliance, and a commitment to illuminating life’s most cherished moments with jewelry that reflects values as much as beauty. Merging heritage craftsmanship with cutting-edge innovation, Lucira combines AI-led personalization, certified lab-grown diamonds, and a seamless digital-first experience to build trust and intimacy in an industry that has traditionally relied on opaqueness and excess.
The launch of Lucira comes at a time when lab-grown diamonds are reshaping the fine jewelry landscape, both in India and globally. These diamonds are physically, visually, and chemically identical to mined diamonds, offering the same brilliance and longevity—but at a significantly lower financial cost. Certified by IGI, GIA, SGL, and Hallmark, Lucira diamonds offer complete transparency and assurance of quality. Each piece is handcrafted by artisans who blend traditional techniques with contemporary elegance, creating jewelry that celebrates individuality and connection.
Currently available online with nationwide delivery, Lucira will soon debut its flagship experience stores in key metros, followed by an ambitious retail expansion across India and global markets. With a phased omnichannel growth strategy, the brand is poised to become India’s first global lab-grown diamond luxury house.
Rupesh Jain, Founder of Lucira said, “Our vision is to create a premium, design-led fine jewelry destination that begins online and extends into beautifully curated physical spaces. With AI-powered customization, virtual try-ons, and seamless e-commerce, we’re meeting customers where they are digitally native, value-conscious, and experience-driven. Our upcoming flagship stores will bring this vision to life, blending the ease of technology with the emotion of touch. As we expand across India and into global markets, our goal is simple: to make Lucira synonymous with modern luxury that’s personal, purposeful, and proudly Indian.”
Lucira is carving a niche in the fast-evolving bridal jewelry space, with a sharp focus on solitaires, bespoke engagement rings, eternity bands, and convertible pieces for everyday wear. The brand has introduced five exclusive signature cuts, each designed to maximize light, emotion, and brilliance. These aren’t just rings, they’re declarations of love, symbols of milestones, and heirlooms reimagined for a new generation.
Jain added, “Lucira is about elevating meaningful moments with timeless design and ethical brilliance. We’re not just shaping rings, we’re shaping what they represent in today’s world.
For Rupesh Jain, Lucira is more than a comeback, it’s a vision for the future of fine jewelry. One where innovation, ethics, and emotional resonance converge. India’s robust diamond manufacturing ecosystem and supportive government policies provide an ideal backdrop for Lucira’s ambitions. Jain believes India is uniquely positioned to become a major supplier and brand builder in the global LGD market, which has already seen strong demand in international markets as well.
National News
KISNA Diamond and Gold Jewellery Unveils Akshaya Tritiya Campaign
#KhushiyonMeinNivesh
- The campaign brings alive the true meaning of Akshaya Tritiya through a warm, family-led narrative.
- The brand ramps up efforts for Akshaya Tritiya, a key occasion contributing ~15–18% of its annual revenue
- To echo the campaign’s celebration of small occasion-led purchases, the brand has rolled out curated, attractive festive offers for customers.
KISNA Diamond and Gold Jewellery has unveiled its latest campaign, ‘Khushiyon Mein Nivesh’, ahead of Akshaya Tritiya, capturing the deeper cultural significance of the festival through a simple, heartfelt story. Designed as a slice-of-life narrative, the film follows a child’s innocent quest to understand the meaning of “Akshaya”, using a family setting to bring out the emotion and significance of the occasion. The campaign’s theme seamlessly aligns with Kisna’s larger narrative of ‘Khushi ke har pal ke liye Kisna’, reinforcing its commitment to being a part of every joyous moment
About the campaign
The film opens in a warm home on the morning of Akshaya Tritiya, where a young girl curiously asks her grandmother, “Dadi… Akshaya Tritiya kya hota hai?” With gentle wisdom, the grandmother explains, “Akshaya ka matlab hota hai beta… jo kabhi khatam nahi hota… jo hamesha badhta hai.” Still puzzled, the child innocently questions, “Par car to kuch saalon mein purani ho jati hai na… phir wo Akshaya kaise?” Her curiosity sets the tone, carrying into a playful exchange with her father, who hints at a surprise to be revealed later that evening. This builds anticipation as the family steps out together, the child eagerly soaking in the moment.
The story unfolds at a KISNA showroom, where intimate family moments capture the essence of togetherness and discovery. As they explore jewellery, the father gently explains, “Hum invest karte hain khushiyon mein… ye wo khushiyan hain jinki value hamesha badhti hai.” The idea resonates as the child offers her coin, wanting to contribute to this shared happiness. The film closes back at home, where she is surprised with a delicate pendant, her face lighting up as she softly says, “Akshaya!” Ending on an emotional high, the narrative leaves viewers with a simple, enduring thought: “Iss Akshaya Tritiya… invest karein khushiyon mein.”
The campaign features actor Paritosh Tripathi in a key role, alongside a cast of seasoned television actors, bringing relatability and authenticity to the narrative.
Link to the film: https://www.youtube.com/watch?v=kwcGxq-aZfk
Creative Credits:
Conceptualised and executed by D&A
Commenting on the campaign, Ghanshyam Dholakia, Founder & Managing Director, Hari Krishna Group and KISNA Diamond and Gold Jewellery, said:
“Akshaya Tritiya is a festival rooted in meaning and tradition. With this campaign, we wanted to bring that meaning alive in a simple and relatable way. The story reflects how happiness and togetherness are values that grow over time, and jewellery becomes a natural part of those moments.”
Parag Shah, CEO, KISNA Diamond and Gold Jewellery, said:
“At KISNA, we believe jewellery is deeply connected to emotions and the moments people hold close. With ‘Khushiyon Mein Nivesh’, we wanted to tell a story that feels real and relatable, especially through a child’s perspective. The campaign captures how true value lies in happiness that continues to grow, making jewellery a meaningful part of that journey. Akshaya Tritiya remains one of the most significant occasions for us, contributing nearly 15–18% to our annual revenue, and continues to play a key role in driving consumer engagement and overall business performance.”
In line with the spirit of ‘Khushiyon Mein Nivesh’, KISNA has introduced a curated set of festive offers, inviting customers to celebrate the occasion through meaningful purchases. These include up to 40% off on making charges for diamond jewellery, 30% off on gold jewellery, a 7% benefit for armed forces personnel, complimentary silver coins on eligible purchases, and gift vouchers on select transactions, redeemable on subsequent purchases until Dhanteras. Thoughtfully designed for Akshaya Tritiya, these offers encourage customers to mark the occasion with purchases that carry both emotional significance and enduring value.
The campaign will be rolled out across digital platforms, supported by social media amplification, in the lead-up to Akshaya Tritiya.
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