Tibarumal Jewels Expands into Lab-Grown Diamond Market with Elevé Diamonds Launch

South Indian fine jewellery brand Tibarumal Jewels has made a strategic entry into the growing lab-grown diamond market with the introduction of its new label, Elevé Diamonds. This expansion represents a significant shift for the heritage brand as it moves from traditional fine jewellery into the contemporary global market, blending its century-old legacy with modern consumer preferences and sustainable alternatives.

Brand Philosophy and Heritage Connection

Elevé Diamonds was conceived as a natural extension of Tibarumal Jewels' longstanding relationship with its customer base. According to co-founder and managing director Trishank Gupta, the brand emerged from a desire to serve the community that has consistently trusted Tibarumal Jewels while creating something fresh and meaningful for contemporary consumers. The name Elevé reflects this dual purpose - honoring the past while elevating traditional jewellery craftsmanship for modern audiences.

The brand positions itself as a bridge between heritage and contemporary style, designed specifically to connect with today's generation while maintaining the quality standards and traditions established by Tibarumal Jewels over the past century. This approach allows the brand to leverage its established reputation while appealing to younger consumers seeking modern, ethically-conscious luxury options.

Market Positioning and Expansion Strategy

Based in Hyderabad, Elevé Diamonds has launched with an initial retail presence through flagship stores in key locations including Kokapet, Kompally, and Warangal. The brand has outlined an ambitious expansion plan that includes opening additional domestic locations followed by international market entry next year. This global expansion strategy aims to establish Elevé Diamonds as a significant player in the international lab-grown diamond jewellery market.

The brand targets the accessible luxury segment, offering high-quality lab-grown diamond jewellery at more approachable price points than traditional mined diamonds. CEO Prajay Maganlal emphasizes that modern luxury consumers seek beauty with intention - jewellery that not only looks exquisite but also aligns with their values and conscience. This philosophy informs the brand's approach to creating personal, accessible experiences that maintain the trust and warmth associated with traditional family jewellers.

Technical Specifications and Collections

Elevé Diamonds utilizes advanced Chemical Vapor Deposition (CVD) technology to create its lab-grown diamonds, all of which carry International Gemological Institute (IGI) certification. This certification ensures quality standards and provides consumers with confidence in their purchases. The brand has launched with distinctive collections including 'Nizam' and 'Victorian Polki,' each reflecting the brand's commitment to combining traditional design elements with contemporary aesthetics.

The use of CVD technology represents a modern approach to diamond creation that aligns with growing consumer interest in sustainable and ethically-produced luxury goods. By maintaining IGI certification standards, Elevé Diamonds ensures that its lab-grown diamonds meet the same quality benchmarks as natural diamonds while offering the environmental and ethical benefits of laboratory creation.

The launch of Elevé Diamonds represents a strategic evolution for Tibarumal Jewels as it adapts to changing market dynamics and consumer preferences. By combining heritage craftsmanship with modern technology and sustainable practices, the brand positions itself at the intersection of tradition and innovation in the jewellery industry. With planned international expansion and a focus on accessible luxury, Elevé Diamonds demonstrates how established jewellery houses can successfully navigate the transition into new market segments while maintaining their core values and quality standards.