Lucira Jewelry was founded to bring innovation, sustainability, and accessibility to the diamond industry, catering to ethically conscious consumers says Rupesh Jain, Co-Founder, Lucira Jewelry speaking to JewelBuzz. Its philosophy blends quality craftsmanship, transparent practices, and personalized service to build trust and emotional connection. Targeting discerning buyers aged 25–50, Lucira dispels myths about lab-grown diamonds, showcasing them as real, high-quality, and customizable. With India emerging as a global LGD hub, Lucira leverages technology, modern design trends, and education to drive acceptance and redefine luxury jewellery.

What was the inspiration behind launching Lucira Jewelry?

The inspiration behind launching Lucira Jewelry stems from a desire to bring innovation, sustainability, and accessibility to the traditional diamond industry. Recognizing the growing demand for lab grown diamonds and a shift toward ethical luxury, Lucira was born to cater to a new generation of consumers. With lab grown diamonds becoming more accessible and affordable, Lucira aims to offer high-quality diamond jewelry that blends contemporary design, personal expression, and everyday wearability.

 How would you define Lucira’s core philosophy, and what sets it apart in the lab-grown diamond space?

Lucira’s philosophy is all about creating a strong brand built on quality craftsmanship, ethical sourcing, and great customer service. Every piece of jewellery is carefully made with attention to detail and high-quality materials. The brand prioritizes personalized service, fostering lasting relationships, and providing outstanding after-sales support. Lucira fosters trust and emotional bonds through its USP, authentic values, and transparent practices. Committed to fair trade, ethical labour, and innovation, it delivers meaningful, sustainable jewellery that resonates with customers and enhances their special moments.

What kind of consumer are you targeting with Lucira, and how has that evolved?

Lucira targets discerning consumers aged 25 – 50 who appreciate the beauty of diamonds but seek a smarter, more conscious choice. This includes those who already own diamonds but value ethical, eco-friendly materials; those who find mined diamonds an unnecessary expense but still desire the luxury and experience of wearing them; and those looking for lightweight and minimalist pieces suited for daily wear. Over time, our audience has evolved from occasional buyers discovering lab grown diamonds to informed, style-driven consumers embracing them as their primary choice for both special occasions and everyday adornment.

 What are some common myths or misconceptions about lab-grown diamonds you’d like to address?

Firstly, I’d like to address the common misconception that lab grown diamonds aren’t “real” diamonds. A good analogy would be of an IVF baby, conceived outside of the natural process yet biologically identical to one born naturally. Similarly, lab grown diamonds are created in a lab but are chemically and physically identical to those formed in the Earth. Some believe they are of lesser quality, when in fact they’re actually equal to or superior to natural diamonds. With fewer inclusions and imperfections from a controlled process, they can even be customized with unique cuts and designs for a truly personalized experience.

 How do you see the future of lab-grown diamonds in India versus international markets?

India is quickly becoming a global hub for LGD manufacturing, contributing around 15% to global production and growing at an impressive annual rate of 55%. While the Asia-Pacific region leads in production, North America and Europe have an increased consumer acceptance of lab grown diamonds driven by education, sustainability concerns, and cost-effectiveness. At Lucira, we aim to bridge this gap by focusing on both education and design, helping Indian consumers better understand the value, quality, and ethical advantages of lab-grown diamonds.

Are today’s consumers more open to lab-grown diamonds than they were 3 – 5 years ago?

Consumer acceptance of lab-grown diamonds has grown sharply in recent years, led by Gen Z’s focus on sustainability, transparency, and affordability. However, Indian millennials remain cautious, valuing mined diamonds for their rarity and prestige. While adoption is rising, India’s acceptance still lags behind global levels due to cultural traditions.

Have you noticed differences in urban vs non-urban acceptance of lab-grown diamond jewellery?

In urban India, younger, educated consumers increasingly embrace lab-grown diamonds as sustainable, affordable luxury. Non-urban markets remain loyal to mined diamonds due to tradition and lower incomes. As awareness and accessibility grow, this gap is expected to narrow, driving wider adoption and reshaping diamond perceptions nationwide over time.

What design trends are dominating Lucira’s collections right now?

Lucira’s collections are currently dominated by design trends that highlight modern luxury and delicate aesthetics. Key trends include:

1. Minimalist Designs: Clean, sleek lines and subtle settings that emphasize the diamond’s beauty, marking a shift towards understated luxury over traditional, ornate designs.
2. Bezel Settings: A rising trend for bezel settings, offering a modern, sleek look with enhanced durability, making them perfect for everyday wear.
3. Classic Rings: Traditional solitaire and engagement rings remain our most sought-after pieces, reflecting timeless elegance with a contemporary twist. 

Are lab-grown diamonds changing the way designers create jewellery, especially with size and shapes being more accessible?

Lab-grown diamonds are transforming jewellery design by offering greater flexibility in size, shape, and availability. Unlike mined diamonds, which are often limited in larger or unconventional cuts, lab-grown stones provide designers with more options at lower costs. This accessibility enables experimentation with unique, custom designs and the creation of larger, statement pieces without prohibitive pricing. The result is more intricate, personalised, and innovative jewellery that was once challenging to produce with natural diamonds, opening new creative possibilities in the industry.

Could you share insights into how Lucira blends technology and artistry in its jewellery making?

Lucira combines advanced CAD modelling, laser precision, and expert craftsmanship to create intricate, comfortable jewellery. By integrating customer preferences, trends, and ergonomic design, each piece achieves a balance of beauty and practicality, reflecting both modern technology and timeless artistry.

What’s your retail and distribution strategy? Are you focusing more on D2C, physical stores, or partnerships?

Lucira aims to be an omnichannel brand, balancing equal focus on physical stores and online presence. After establishing a strong online footprint, the brand’s expansion will progress in phases, starting with 2 stores this year, followed by 6 stores in major metros in the second year, 16 in the third, and 32 more in the fourth year. Our first store will open in Chembur, Mumbai, in September 2025, allowing us to engage directly with customers and refine the experience. While we will explore marketplaces like Amazon, our priority will remain on strengthening our D2C platform and expanding offline. By next year, we anticipate a 50-50 split between online and offline sales, which is expected to shift to 80% offline and 20% online over as we progress.

Are you seeing growing interest in Lucira from Tier 2 and Tier 3 cities?

Lucira is attracting growing interest from Tier 2 and Tier 3 cities, driven by rising work-from-home and freelancing incomes among younger consumers. Increased savings, affordability of lab-grown diamonds, and expanding digital access are enabling them to purchase quality luxury jewellery online. This shift reflects evolving aspirations and greater accessibility to premium products in emerging markets.

How do you balance affordability with the aspirational luxury positioning of diamonds?

Lucira blends affordability with aspirational luxury by offering lab-grown diamonds of equal brilliance and durability to mined stones, at accessible prices. With a focus on craftsmanship, unique designs, and timeless-meets-modern aesthetics, the brand delivers high-value jewellery that feels special, aligning with contemporary consumers’ desire for quality within budget.

Do you think lab-grown diamonds have truly disrupted the diamond pricing model?

Lab-grown diamonds have disrupted traditional pricing by offering equal quality at lower costs through sustainable, controlled production. Eliminating mining overheads and environmental impact enables competitive pricing and wider accessibility. While mined diamonds retain some prestige, lab-grown options are reshaping industry pricing and appealing to a broader consumer base.

Where do you see Lucira in the next 5 years?

Lucira’s vision for the next 5 – 6 years is to become the Tiffany of lab grown solitaires through innovation, not imitation. We aim to lead the solitaire jewellery market with customizable rings, engraved solitaires, and stackable sets, all enhanced by 3D design, AI-driven recommendations, and blockchain-backed provenance.

Our growth will include lightweight solitaires, casual luxury pieces, and convertible designs for all occasions. We plan to open 80-100 stores across India, starting in metro cities and expanding to Tier 2 and 3 cities. Our international expansion will begin from the US via an exclusive online channel, followed by physical stores as we gain traction.

How do you see lab-grown diamonds shaping the future of Indian bridal jewellery?

In India, lab-grown diamonds are popular for gifting but face resistance in bridal jewellery due to traditional preferences for mined stones. With technological advances, affordability, and design versatility, they are set to transform the bridal market within 5–7 years, offering luxury, sustainability, and individuality akin to Western trends.

Do you think India will become a global leader in lab-grown diamond innovation and branding?

India’s strong manufacturing base, design heritage, and focus on sustainability position it to become a global leader in lab-grown diamond innovation and branding. Combining cost-effectiveness with cutting-edge technology, India is poised to dominate both production and branding, meeting the rising global demand for affordable, ethical luxury.

What’s your personal favourite piece of jewellery from the Lucira collection?

The Triple Solitaire and Accent Diamond Mangalsutra Bracelet stands out to me for its perfect balance of tradition and modern design. Another piece that I really love is the Sleek Emerald Cut Bezel Ring. It has clean lines, a secure bezel setting, and a timeless sophistication.