Limelight Lab Grown Diamonds, India’s pioneering brand in the lab-grown diamond jewellery segment, has kicked off the new financial year with a landmark expansion, launching 25 new stores in the first quarter across key metros and high-growth Tier 2 cities. With this, the brand’s total retail footprint will expand to 85+ stores nationwide.

This aggressive scale-up reinforces Limelight’s leadership in the lab-grown diamond category and its mission to make sustainable, future-forward luxury accessible to a wider audience. By deepening its presence beyond metros and into emerging markets, the brand is tapping into a powerful shift in consumer behaviour where aspiration meets conscious consumption.

Pooja Madhavan, Founder & MD, Limelight Lab Grown Diamonds, Said:

“When we started Limelight, our vision was not just to build a brand, but to create an entirely new category in India. Today, seeing lab grown diamonds being embraced across metros and Tier 2 markets alike is incredibly rewarding. Launching 25 stores at the very start of the financial year is a strong signal of this shift.

As pioneers, we are not just expanding retail; we are shaping consumer mindsets towards smarter, more sustainable luxury. Our journey to 200 stores is not just about scale, but about making this new-age choice accessible to every modern Indian.”

As a first mover in the category, Limelight Lab Grown Diamonds has played a defining role in building awareness and trust around lab-grown diamonds, positioning them as ethical, affordable, and aspirational diamonds. The brand’s expansion strategy is sharply calibrated to ensure both reach and depth across markets.

Karamjyot Singh Chawla, Director – Retail Expansion, added:

“Our expansion strategy is sharply focused on building depth across high-potential markets, not just breadth. Every new store is a step towards creating a truly national footprint with consistent, premium experiences. Supporting this scale is a strong backbone across merchandising, supply chain, and financial discipline, ensuring that growth is both agile and sustainable.”

Nirav Bhatt, Co-founder & Director – Inventory & Merchandise, Said:

“As demand for lab-grown diamonds accelerates, our focus is on ensuring agility in inventory and relevance in design. We are building a supply and merchandising engine that is as modern as the category itself.”

Kalpan Dalal, Co-founder & Director – Production & Finance, added:

“Scaling to 200 stores requires a strong backbone of efficient production and financial discipline. Our approach ensures that rapid growth is supported by operational excellence and long-term sustainability.”

The brand’s rapid retail growth is further supported by a robust omni-channel strategy, strong franchise partnerships, and continued investment in design innovation and consumer education. Each store is designed to deliver a seamless and elevated customer experience, aligned with the brand’s ethos of transparency, sustainability, and modern luxury. With a clear roadmap to reach 200 stores by 2027, Limelight Lab Grown Diamonds is poised to further accelerate its growth trajectory and redefine the future of fine jewellery retail in India.