Over the past year, GIVA has witnessed a growing demand for LGDs, driven largely by millennials and Gen Z. Ishendra Agarwal, CEO and Founder, GIVA speaking to JewelBuzz underscores the fact that  LGDs offer timeless beauty with lower environmental impact, aligning with modern values and redefining fine jewellery in India.  GIVA is leveraging their flexibility and affordability to democratize aspiration, delivering high-quality, customizable designs. As LGDs gain traction, GIVA aims to lead the shift toward a more inclusive, responsible, and innovative jewellery future.

1. Over the last year, consumer preferences have noticeably shifted toward conscious luxury. How is GIVA seeing this trend play out in terms of demand for lab-grown diamonds, especially among millennials and Gen Z?

 We’re seeing a clear shift in the way younger consumers define luxury. Millennials and Gen Z are leaning into purpose-driven purchases, where beauty meets responsibility. Lab-grown diamonds (LGDs) align perfectly with this ethos, offering timeless clarity and shine with a conscious edge. At GIVA, the response has been phenomenal. We’re witnessing a steady rise in first-time fine jewellery buyers choosing LGDs because they reflect both their style and values.

Our Mother’s Day collection was met with a fantastic response, especially popular were our earrings and pendant sets, along with 18K rings and earrings that saw strong customer interest.

2. Lab-grown diamonds are being touted as the next big thing in fine jewellery. What makes this category so exciting for GIVA, and how do you see it reshaping the future of the jewellery industry in India?

Lab-grown diamonds are more than a passing trend; they are fundamentally changing the definition and accessibility of luxury. GIVA is enthusiastic about their potential to merge innovation, ethical considerations, and elegance, appealing to today’s environmentally aware customers. LGDs provide greater design possibilities, promote sustainability, and offer more accessible price points, making fine jewelry more inclusive and forward-thinking. As their popularity increases, lab-grown diamonds are expected to significantly reshape India’s jewelry market.

3. Lab-grown diamonds offer the charm of fine jewellery at a more accessible price point. How is GIVA using this to democratize aspiration, making premium design and craftsmanship available to a wider audience?

We’ve always believed that luxury should feel personal and not out of reach. Lab-grown diamonds allow us to deliver exceptional craftsmanship, meaningful design, and lasting brilliance at a price point that’s more accessible.

At GIVA, we’re not just offering jewellery; we’re creating opportunities for more people to celebrate life’s moments with pieces that reflect both value and values. Whether it’s a first fine jewellery purchase or a conscious choice for love, LGDs are helping us democratize aspiration without compromising on quality or emotion.

4. Sustainability has become a buzzword across industries — but what does it mean in the context of lab-grown diamonds?

In the world of jewellery, sustainability means transparency, responsibility, and innovation. Lab-grown diamonds are created in controlled environments with significantly lower environmental impact. For GIVA, embracing LGDs is part of our commitment to a cleaner, kinder future, where beauty doesn’t come at the planet’s expense. And we’re committed to educating our customers about why that matters.

5. With LGDs offering more flexibility in size, shape, and quality — how has this impacted GIVA’s approach to product design and innovation?

Lab-grown diamonds have unlocked a new dimension of design freedom for us at GIVA. With greater flexibility in size, shape, and quality, we at GIVA are able to  now experiment with cuts and settings that were previously limited by cost or sourcing constraints.

This has led to bolder, more intricate designs and importantly, the ability to offer made-to-order pieces that reflect personal stories and preferences. From concept to creation, we’re able to deliver variety, brilliance, and customization at a pace and price that today’s consumer expects.

6. Do you foresee lab-grown diamonds becoming mainstream in India? And what role will GIVA play in building this next chapter of modern jewellery?

 Yes, we believe lab-grown diamonds are on the cusp of becoming mainstream in India. As awareness builds and barriers fall, LGDs will define a new era of jewellery that is aspirational yet ethical, premium yet personal. At GIVA, we see ourselves at the forefront of this change, driving education, expanding access, and building a brand that evolves with the modern consumer.

7. Trade and industry needs to strictly adhere to the ethical guidelines of LGD declaration. What is the level of this compliance in industry and retail trade?

Transparency is the cornerstone of trust in the jewellery industry, especially with an emerging category like lab-grown diamonds. While awareness and compliance around LGD declaration are steadily improving, there’s still work to be done across both trade and retail.

Leading brands and responsible retailers are taking clear steps to label LGDs correctly and educate consumers about their origin, quality, and value. However, consistent industry-wide adherence to ethical guidelines is critical to protect consumer trust and ensure the category’s long-term credibility. As the market matures, we expect stricter self-regulation and more informed choices, both from sellers and buyers.