Founder Darshana Balagopal on trust, design, premium positioning and why lab grown diamonds are reshaping India’s jewellery market
As lab grown diamonds move from niche to mainstream, brands are racing to define the next phase of the category. Adaia Lab Diamonds is positioning itself beyond price-led competition, focusing instead on design, luxury experience and emotional storytelling. In conversation with BW Retail World, Founder Darshana Balagopal discusses market opportunities, consumer trust, sourcing standards, expansion plans and the future of modern diamond retail in India.
Lab grown diamonds are rapidly gaining traction. What market gap did Adaia identify early on, and how are you positioning the brand in an increasingly competitive segment?
When we started Adaia, we did not see lab grown diamonds merely as a product shift, but as a mindset shift. The key gap we identified was that while lab grown diamonds offered a more conscious and accessible alternative, there was no brand presenting them with the same design authority, emotional storytelling and luxury experience associated with natural diamonds. Most players were either transactional or overly price-led.
Adaia was built to bridge that gap. We are positioning ourselves as a modern diamond house where design, craftsmanship and experience come first. Our focus is on the mid-premium to premium segment, where customers are not just buying for value, but for identity, self-expression and occasions. In a crowded market, our differentiation lies in building a brand that feels aspirational, design-led and globally relevant rather than commoditised.
Consumer perception remains a challenge in the lab grown diamond space. How are you building trust, especially among traditional jewellery buyers in India?
Trust is the most valuable currency in jewellery, particularly in a category that is still evolving. Our approach has been to educate consumers without overwhelming them, while ensuring transparency at every touchpoint.
We explain the science and equivalence of lab grown diamonds in a simple and confident manner, while keeping the focus on design and experience rather than technical comparisons alone. Every piece we create is certified by globally recognised laboratories, ensuring customers fully understand what they are purchasing.
We are also building trust through physical experiences such as pop-ups and store-in-store formats, where customers can touch, feel and engage with the product. Once consumers experience the jewellery firsthand, perception barriers reduce significantly. It becomes less about lab grown versus natural, and more about beauty, design and emotional connection.
Can you walk us through Adaia’s sourcing, certification and pricing strategy, and how it compares with legacy jewellers and new-age D2C brands?
Our sourcing strategy is centred on trusted global partners who follow ethical and sustainable practices. We prioritise high-quality stones with strong cut, colour and clarity benchmarks because, for us, the final piece matters as much as the story behind it. All our diamonds are certified by internationally recognised bodies, giving customers confidence in quality and authenticity.
On pricing, we occupy a very deliberate space. We are not the cheapest in the market, and that is intentional. Our pricing reflects design, craftsmanship, retail experience and brand value. Compared with legacy jewellers, we offer significantly better value because lab grown diamonds allow us to provide larger and higher-quality stones at a more accessible price point. Compared with many D2C brands, we are positioned more premium due to our emphasis on design detail, finish and overall brand experience.
Design is central to differentiation in jewellery. How do you balance global design sensibilities with Indian consumer preferences, particularly for weddings and occasion-led purchases?
Design sits at the heart of Adaia and is where we invest the most energy. Our philosophy is rooted in bold minimalism while always considering how Indian consumers wear jewellery. We draw from global design cues in terms of form, finish and styling, but adapt them to suit Indian occasions, which are layered, emotional and celebratory.
For weddings, this means creating pieces that feel statement-worthy, yet versatile enough to be worn long after the occasion. We also listen closely to customers across cities and retail formats, which helps us shape collections that feel contemporary while remaining culturally relevant. Our aim is to create jewellery that does not feel dated after one event, but continues to be part of the customer’s wardrobe.
What are your expansion plans over the next three to five years, both in terms of retail footprint and international markets? How do you see policy and regulation shaping the ecosystem?
Over the next three to five years, our focus is on building a strong retail presence in key metropolitan cities, beginning with flagship experience stores in Chennai and Bengaluru, followed by expansion into other high-potential markets. Our ambition is not simply to open stores, but to create destination spaces that redefine how diamonds are experienced through design, storytelling and personalisation.
Alongside domestic growth, we are also exploring international markets where lab grown diamonds already enjoy strong acceptance, particularly the US and parts of Europe.
From a policy perspective, the increasing recognition and support for lab grown diamonds in India is highly encouraging. As the industry matures, clearer standards around certification, disclosure and trade practices will further strengthen consumer confidence. We see this as an opportunity for organised brands like Adaia to lead with transparency and set new benchmarks for the category.
