The lab-grown diamond jewellery segment in India is moving beyond its early phase of consumer awareness. As more customers become familiar with lab-grown diamonds, jewellery brands are increasingly focusing on design, retail experience, product variety and customer trust. ONYA is one brand that has been building its presence across these areas while recording strong growth across its business.
Founded by Himani Yadav and Gaurav Choudhary, ONYA has built its business around certified lab grown diamond jewellery, combining contemporary design with IGI-certified diamonds and a growing focus on the overall jewellery-buying experience. The brand aims to make diamond jewellery more accessible across different occasions and styles while maintaining the quality and trust associated with fine jewellery.
The company has reported 100% year-on-year growth in revenue, alongside significant growth in its customer base, team and product portfolio. In around 20 months since its launch, ONYA has also expanded to eight flagship stores across Bengaluru, Pune and Hyderabad, giving the brand a physical presence across three major urban jewellery markets.
The move into physical retail is an important part of ONYA’s approach. Instead of operating only as an online jewellery business, the company has combined its digital presence with stores where customers can explore designs, understand diamond specifications, compare settings and receive personalised assistance. For a considered purchase such as diamond jewellery, the ability to see and understand a product in person can play an important role in the buying journey.
The product portfolio has grown alongside the retail network. ONYA currently offers more than 4,000 unique jewellery designs, covering categories such as lab grown diamond rings, earrings, bracelets, pendants, necklaces and men’s jewellery. Its range caters to different purchase occasions, from engagement and milestone jewellery to pieces designed for everyday wear.
The company has also invested in developing a broader design vocabulary rather than limiting its collection to traditional jewellery formats. Different silhouettes, diamond shapes, settings and design styles give customers more options based on their individual preferences. This allows ONYA to approach lab-grown diamond jewellery as a broader fine jewellery category rather than focusing on a single type of purchase.
One of the brand’s notable design initiatives is its ONYA Signature Collection, which includes more than 100 products. The collection draws inspiration from Neoclassical architecture and incorporates elements of symmetry, proportion and architectural detailing into contemporary jewellery. It also includes patented collet designs that are aligned with the design language of the collection and the interiors of ONYA stores.
Customer growth has been another significant part of the company’s expansion. ONYA’s customer base has increased from 1,466 to 6,388, representing more than 300% growth. The company also tracks customer experience through metrics such as repeat purchases and Net Promoter Score. Its current NPS of 74 is an important customer-experience metric for the business, particularly as the company handles both standard and bespoke jewellery orders.
The growth in customers and stores has also been accompanied by an increase in the size of the organisation. ONYA’s team has grown from 18 to 63, with in-house capabilities across core functions including design, CAD, marketing, social media, finance and fulfilment. Building these functions internally allows the company to manage more aspects of the product development and customer journey as the business expands.
Design and product development remain central to ONYA’s proposition. The company has developed its proprietary ONYA Setting, an in-house patented ring setting designed to optimise light reflection and enhance diamond brilliance while creating an aesthetically distinctive collet. Product-level innovation such as this gives the brand another way to differentiate its jewellery beyond the use of lab-grown diamonds itself.
The company’s approach also extends to the specifications of its jewellery. ONYA uses IGI-certified VVS EF lab-grown diamonds set in BIS-hallmarked gold, with jewellery available in 14K and 18K gold. Its customer policies include lifetime exchange and an 80% buyback guarantee, providing customers with additional flexibility when making a jewellery purchase.
ONYA’s growth has also attracted fresh investor backing. The company recently raised ₹12.5 crore in a Pre-Series A funding round led by Divisa Family Office and ZeroPearl VC. The round follows an earlier ₹5.5 crore seed investment and is expected to support further retail expansion, strengthen online and personalisation capabilities, and fund research and development in jewellery design and manufacturing.
The company is also engaging customers through seasonal initiatives. During the 2026 festive season, ONYA is offering up to 50% off on diamonds as part of its Annual Flagship Sale, ODD 2026 (ONYA Dhanteras Day), giving customers an opportunity to explore its lab-grown diamond jewellery during the Dhanteras and Diwali buying period.
Looking ahead, ONYA plans to continue expanding its retail network through a combination of company-owned and franchise stores, with further expansion planned across markets including Delhi, Pune and Hyderabad. At the same time, the company is continuing to develop its online and personalisation capabilities so that its physical and digital channels can work together.
ONYA’s growth reflects the wider evolution of India’s lab-grown diamond jewellery market. As the category develops, brands are increasingly competing not only on the diamond itself, but also on design, product choice, customer experience and trust. ONYA’s focus across these areas forms the foundation of its approach as it works to build a larger presence in India’s evolving fine jewellery market.
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