All that glitters is alluring diamonds at

Over the last few years, e-commerce has strengthened its foot in the Indian market and the e-jewellery industry, driven by consumer acceptance is also slowly but steadily growing. With immense potential that lies ahead for the online jewellery industry to grow in India,, an exclusive diamond jewellery startup, launched its portal on 15th September.



When the online jewellery industry in India was in its nascent stages, Pankaj and Gulan Chetan conceptualized a gem of an idea to make diamond jewellery affordable for every Indian. For a concept that would cut across geographies and serve aspiring Indians in every corner of the country, required 2 years of extensive R&D. Today, the exclusive jewellery brand has launched with an assorted inventory as high as 1500 pieces of stylish and stunning designs that range across necklaces, earrings, finger rings and bracelets, starting at just Rs 4,100.

The founder and CEO, Pankaj Chetan is a third-generation jeweller, internationally certified gemologist with 20 years of rich experience in manufacturing and retailing of jewellery internationally and in India.