India’s lab-grown diamond jewellery market is evolving as consumers explore contemporary designs, new price points and more personalised fine jewellery experiences. ONYA lab-grown diamond jewellery, a Bengaluru-founded jewellery brand established by Himani Yadav and Gaurav Choudhary, has reported 100% year-on-year revenue growth, alongside an expanding retail network, a growing customer base and a broader jewellery portfolio.
In approximately 20 months since its launch, ONYA has expanded to eight flagship stores across Bengaluru, Pune and Hyderabad. Its collection spans rings, earrings, bracelets, pendants, necklaces and men’s jewellery, featuring IGI-certified VVS EF lab-grown diamonds set in BIS-hallmarked gold. With more than 4,000 unique designs, a growing online presence and a focus on contemporary design, the company is building its retail and digital operations as it prepares for its next phase of expansion.
ONYA’s growth strategy combines physical retail with its online business. Its stores allow customers to explore jewellery designs in person, compare diamond shapes and settings, understand product specifications and receive guidance before making a purchase. For a considered category such as fine jewellery, the company sees this in-store experience as an important part of building customer confidence, complemented by its online shopping and personalisation capabilities.
The combination of physical and digital channels also allows customers to discover jewellery in the way that suits them best. They can browse the wider collection online before visiting a store to examine specific designs, or explore products in person before making a considered purchase. As ONYA enters more markets, maintaining a consistent experience across these touchpoints will remain important to its retail strategy.
The brand has expanded beyond engagement jewellery into a wider range of everyday and occasion-led categories, including lab grown diamond rings, solitaire rings, earrings, bracelets, pendants, necklaces and men’s jewellery. ONYA now offers more than 4,000 unique designs, spanning different silhouettes, diamond shapes, settings and aesthetics. This breadth gives customers more options to find jewellery suited to their personal style and different occasions, from milestone purchases to pieces intended for regular wear.
A key part of the portfolio is the ONYA Signature Collection, inspired by Neoclassical architecture and designed to translate its influences into contemporary jewellery. The collection spans more than 100 products and includes patented collet designs. Its design language draws on the balance, symmetry and distinctive forms associated with Neoclassical architecture, interpreting these elements through jewellery intended for modern preferences. The collection also reflects the relationship between ONYA’s product designs, store interiors and broader design philosophy. The company describes it as having the largest number of SKUs within a single collection by a jewellery brand.
Design innovation also plays a central role in ONYA’s positioning. Its proprietary ONYA Setting, developed in-house and patented by the company, is designed to optimise light reflection and enhance diamond brilliance while creating a distinctive collet. Alongside the Signature Collection, the setting represents the brand’s focus on developing recognisable design elements rather than relying solely on the appeal of lab-grown diamonds. The brand combines this design approach with IGI-certified VVS EF lab-grown diamonds set in BIS-hallmarked gold. Its customer policies include lifetime exchange and an 80% buyback guarantee.
Alongside product development, ONYA has expanded its in-house capabilities across design, CAD, marketing, social media, finance and fulfilment. The company plans to continue growing its retail footprint through a combination of company-owned and franchise stores, with further expansion planned in markets including Hyderabad, Delhi and Pune. It is also investing in digital customer acquisition, online personalisation and research and development in jewellery design and manufacturing. These capabilities support the different requirements of running a jewellery business across product development, retail operations and online commerce.
Customer experience remains another focus as the business scales. ONYA currently reports a Net Promoter Score (NPS) of 74, which it places in the top quartile, including in the context of its bespoke orders. The company tracks NPS and repeat purchases alongside customer growth as it works to maintain a consistent experience across stores, online shopping and after-sales service.
ONYA recently raised ₹12.5 crore in a Pre-Series A funding round led by Divisa Family Office and ZeroPearl VC. The capital is expected to support further retail expansion, strengthen the brand’s online and personalisation capabilities, and fund research and development in jewellery design and manufacturing.
The investment comes as ONYA moves from establishing its initial brand presence and retail network towards expanding across additional markets and customer segments. Its growing product portfolio, in-house teams and combination of physical and digital channels form part of the foundation for this next phase of development. As the company expands, these investments are expected to support its ability to introduce more customers to its collections while continuing to develop its design and retail experience.
The company’s growth comes amid changing consumer expectations around fine jewellery, with design, individuality and the overall buying experience becoming important parts of the purchase decision. ONYA is building its proposition around lab-grown diamonds and contemporary design, supported by its patented ONYA Setting, Neoclassical-inspired Signature Collection and expanding retail presence.
Ahead of Diwali and Dhanteras, ONYA is also launching its annual flagship sale, ODD 2026 (ONYA Dhanteras Day), offering up to 50% off on diamond value. The festive initiative gives customers an opportunity to explore the brand’s lab-grown diamond jewellery across categories including rings, earrings, bracelets, pendants and necklaces during one of India’s key festive shopping periods. Customers shopping for festive jewellery or gifts can explore designs across the collection, with the offer providing an additional opportunity to consider diamond jewellery purchases during the season.
The festive sale also brings ONYA’s design portfolio into focus at a time when jewellery is often considered for personal purchases, celebrations and gifting. By combining its product range with a seasonal offer and an established physical retail presence, the brand aims to connect with customers exploring fine jewellery for Diwali and Dhanteras.
As ONYA continues to expand its presence across India, the company aims to build on its reported revenue growth, growing customer base and design-led approach to establish a distinct position in the country’s competitive lab-grown diamond jewellery market.