Tibarumal Jewels, one of South India’s most esteemed jewellery houses with a legacy spanning over a century, has officially entered the lab-grown diamond space with the launch of its new brand, Elevé Diamonds. The move marks a strategic diversification for the heritage retailer, blending its artisanal lineage with next-generation CVD technology to appeal to modern, value-driven consumers in India and global markets.

Spearheaded by fourth-generation leader Trishank Gupta alongside Prajay Maganlal, Elevé represents the brand’s evolution into a contemporary, design-led entity with international ambitions. Established in 2025, Elevé has already opened flagship stores in Kokapet, Kompally, and Warangal, with further national and overseas expansion planned for 2026.

At the core of Elevé’s philosophy is the use of ethically produced, above-ground CVD-grown diamonds, each precision-cut and IGI-certified, paired with handcrafted settings made by artisans nurtured in Tibarumal’s rich design tradition. This fusion ensures that while the diamonds come from advanced technology, the artistry remains rooted in heritage.

Creative direction for the brand continues to be guided by Pankaj Gupta, whose aesthetic signature shapes Elevé’s collections. The line spans Nizam-inspired pieces, Victorian and Polki reinterpretations, and coloured gemstone creations, offering a modern take on traditional motifs.

Designed around the idea of “relatable luxury”, Elevé aims to connect with a diverse customer base — from young professionals seeking everyday wear to families and global shoppers who prioritise sustainability, craftsmanship, and accessible elegance.

With a clear focus on design innovation, transparent sourcing, and progressive retail formats, Elevé Diamonds marks a defining new chapter for Tibarumal Jewels — one where heritage and modernity come together to build a future-ready jewellery brand.