National News
iAMORY Goes Mobile: D2C Jeweler Debuts App to Disrupt India’s ‘Counter-Led’ Retail
By bridging the trust gap with lab-grown diamonds and 925 silver, the new iOS and Android platform aims to become a “digital counter” for the modern consumer.
Following a successful physical debut in Mumbai, jewelry brand iAMORY has officially launched its mobile application on Android and iOS. The move signals a strategic shift to scale its direct-to-consumer (D2C) presence, targeting the rapidly evolving digital habits of Indian shoppers.


The app launch is designed to solve the “discovery fatigue” and lack of transparency often associated with traditional jewelry buying. By focusing on the 925 sterling silver and lab-grown diamond (LGD) segments, iAMORY is positioning itself at the intersection of affordability and fine jewelry.
A “Digital Counter” Experience The platform introduces several features aimed at building consumer confidence in high-value online purchases:
- Total Transparency: Real-time access to metal purity details, diamond certifications, and clear pricing breakdowns.
- Mobile-First Design: A seamless interface featuring AI-driven notifications, wishlists, and secure “one-tap” checkouts.
- Exclusive Access: App users will receive priority access to limited product drops and specialized discounts not available on the web or in-store.

Archit Jain of iAMORY noted that the power dynamic in the industry is shifting. “Digital adoption is democratizing jewelry,” Jain stated. “It is shifting power from family-led counters to digital-first, design-led brands that prioritize transparency, speed, and storytelling.” He describes the app as a “digital counter” where users can instantly compare prices and access social proof.
iAMORY plans to continuously iterate on the app experience, with upcoming updates slated to include advanced personalization tools, AI-driven loyalty mechanisms, and interactive content formats to deepen customer engagement.
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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