.The company plans to open 150 stores across India by March 2030, expanding beyond its stronghold in North and Central India to South India next year.

With lab-grown diamonds gaining popularity among younger consumers, Ivana is strengthening its presence across offline and digital channels to tap into the growing demand for affordable, sustainable jewellery.

The ad  campaign featuring Mouni Roy, titled “See it. Wear it. Believe it,” highlights Ivana’s focus on style, confidence, and self-expression. Moving away from the usual focus on lab-grown diamond specifications, the film centers on elements consumers value today—design, individuality, and the joy of wearing jewelry that feels personal.

“Our campaign with Mouni celebrates individuality and authenticity, the core of what Ivana stands for,” said Ayushi Jindal, co-founder, Ivana.

Ivana, which recently raised Rs 2 crore in seed funding from Avinya Ventures, is aiming for a four- to fivefold jump in revenue to Rs 60 crore by FY26. The brand is following a hybrid retail model of company-owned and franchise stores, with 12-15 new outlets expected this fiscal.

With lab-grown diamonds gaining popularity among younger consumers, Ivana is strengthening its presence across offline and digital channels to tap into the growing demand for affordable, sustainable jewellery.