DAIMANTÉ Luxury Jewellery Launches AI Diamond Collection
AI, Lab-Grown Diamonds and a New Jewellery Brand: DAIMANTÉ Enters India’s Luxury Market
A new jewellery brand, DAIMANTÉ, has entered India’s growing luxury jewellery market with a business model built around artificial intelligence-assisted design, laboratory-grown diamonds and domestic manufacturing. The brand, launched by Caratix Jovella Pvt. Ltd., says it aims to combine technology, craftsmanship and sustainability at a time when consumer interest in lab-grown diamonds is rising in India and internationally.
The company has introduced its first collection, called Talisman, a range of pendant-based jewellery inspired by symbols traditionally linked with protection, strength and transformation. According to the company, the collection is made using 14K to 18K gold and IGI-certified laboratory-grown diamonds, with prices starting from ₹30,000.
The launch comes as the jewellery industry is undergoing significant changes. Consumers, particularly younger buyers, are increasingly seeking products that offer transparency in sourcing, environmental responsibility and certified quality. These shifts have helped create a growing market for laboratory-grown diamonds, which are produced in controlled facilities rather than mined from the earth.
DAIMANTÉ describes itself as an AI-led luxury brand. The company says its design process begins with concepts generated using artificial intelligence and then refined and crafted by skilled artisans. Founder and Chief Executive Officer Sunny Kumar Singh said the company sees technology as a tool to support, rather than replace, traditional jewellery-making skills.
“Technology should expand imagination, not erase human skill,” says Sunny Kumar Singh, Founder & CEO, DAIMANTÉ. “AI allows us to explore forms and ideas that would be difficult to visualise otherwise, but the soul of each piece still comes from the artisan’s hand. For us, the future of diamonds is not about mining deeper, but about shaping a smarter, cleaner and more conscious era of luxury.”
The company’s entry reflects a wider trend within the jewellery sector, where brands are increasingly exploring the use of artificial intelligence in design, customer engagement and product development. While AI-generated design remains a relatively new area, several global luxury brands have begun experimenting with technology to create new forms, patterns and customisation options.
A key part of DAIMANTÉ’s business model is its use of laboratory-grown Type II-A diamonds produced through the Chemical Vapour Deposition (CVD) process. Type II-A diamonds are known within the gem industry for having very low levels of impurities and are considered among the highest-quality diamond categories. Laboratory-grown diamonds have the same chemical composition and crystal structure as mined diamonds and are graded using many of the same standards applied to natural stones.
The market for laboratory-grown diamonds has expanded rapidly over the past decade. Improvements in manufacturing technology have increased production while reducing costs, making the stones more widely available. Supporters of laboratory-grown diamonds point to their traceability and lower environmental footprint compared with traditional mining operations, while critics note that long-term resale values can differ from those of natural diamonds.
India has become one of the world’s major centres for laboratory-grown diamond production. Surat, already known as a global diamond-cutting hub, has emerged as an important manufacturing centre for lab-grown stones. Industry experts say India’s existing expertise in diamond cutting and polishing has helped the country adapt quickly to the new segment.
The launch of DAIMANTÉ also comes at a time when regulators are placing greater emphasis on transparency in diamond sales. Earlier this year, the Bureau of Indian Standards introduced new guidelines requiring clear disclosure and labelling of laboratory-grown diamonds. The rules are intended to help consumers distinguish between natural and laboratory-created stones and strengthen confidence in the diamond market.
According to the company, all DAIMANTÉ jewellery carries certification from the International Gemological Institute (IGI), one of the world’s largest diamond certification organisations. The pieces are also BIS hallmarked, indicating compliance with India’s gold purity standards. The company says customers will be offered exchange and buyback options as part of its retail model.
The brand states that its operations are based entirely in India, covering design, diamond production, sourcing and manufacturing. Such an approach aligns with broader efforts to strengthen domestic value addition within the jewellery sector. India is already one of the world’s largest consumers of gold and jewellery, and the industry contributes significantly to exports, employment and manufacturing activity.
Industry analysts note that younger consumers are increasingly influencing jewellery trends. Many buyers are looking for products that combine design, affordability and sustainability. Laboratory-grown diamonds have benefited from this shift because they generally cost less than mined diamonds of comparable size and quality. This pricing difference has allowed brands to market larger stones and contemporary designs to a wider customer base.
DAIMANTÉ’s first collection reflects another growing trend within luxury retail: jewellery designed around symbolism and personal meaning. Across international markets, consumers have shown increasing interest in pieces connected to identity, spirituality, protection or personal milestones. Brands have responded by creating collections that blend traditional motifs with modern styling.
The company is currently operating as a digital-first business, selling through its online platform. It plans to open its first physical retail store in Pune before expanding into other Indian markets. DAIMANTÉ also says it has a presence in the United States, indicating ambitions beyond the domestic market.
Competition in India’s laboratory-grown diamond segment has intensified in recent years. Established jewellery companies, emerging start-ups and large retail groups have all entered the category as demand continues to grow. Industry observers expect further expansion as awareness improves and certification standards become more widely understood by consumers.
For now, DAIMANTÉ represents another example of how technology is reshaping parts of the luxury goods sector. Whether through artificial intelligence-assisted design, laboratory-grown diamonds or digital-first retail strategies, companies are experimenting with new ways to appeal to a generation of consumers seeking both innovation and transparency.
As the market evolves, the success of brands such as DAIMANTÉ will likely depend on their ability to balance technology, craftsmanship, trust and design in a sector where tradition remains deeply valued but consumer expectations continue to change.
