All that glitters is alluring diamonds at

With a gem of an idea, the CEO of endeavours to ensure that every Indian woman owns a piece of diamond jewellery 

Chennai, October 2015: 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.

Commenting on the launch, Pankaj Chetan said, “We are very excited and thrilled to launch Our objective was to set up on omni-channel brand that would delight our customers with world class diamond jewellery designs that will help them keep pace with trends world-over. Our vision is to make sure that every Indian woman owns a piece of diamond jewellery through a vast selection, low prices and convenient and trustworthy shopping experience at We will strive to achieve that by making our collection available at not just competitive but affordable price points and reach out to customers, especially those who are first time diamond jewellery buyers, pan India through our strong distribution network and our trust stores, of which Bangalore is our flagship store and two others at Chennai and Coimbatore. We also plan on expanding our business rapidly by reaching out to 25 cities.” 

Pankaj utilized his own funds as seed capital to create the technology, product base, and also invested in setting up 3 trust points. In addition, funds raised from an angel investor is being used to expand the business and penetrate into the market, of which, investments made to the tune of $ 1 million have been allocated for the brand launch and marketing campaign.

The Bangalore headquartered brand, as a business entity focuses on creating light weight jewellery and maintain a fine balance between re-designing and colluding classic motifs with interesting gemstones and contemporary designs for the modern, young-at-heart, independent woman. The collection includes urban and stylish pieces, especially designed keeping the young generation in mind. will be the one stop solution where there is something for everybody to suit their distinguished needs.

With the launch of I love customers can now shop with ease and confidence, in the comfort of their home. In order to build trust and confidence in the brand, more stores will be launched in the coming months that will complete every Indian urban customer’s shopping experience.

To delight your senses with sparkling diamond jewellery that suits your many needs, visit