Verlas launches digital-first lab-grown Diamond Jewellery offering in India

New York – born fine jewellery brand Verlas has entered the Indian market, launching its digital-first platform to offer design-led lab-grown diamond jewellery to Indian consumers.

The brand positions itself as a modern, global fine jewellery label, focusing on minimal, everyday diamond pieces crafted in fine gold using certified lab-grown diamonds. Verlas said its India entry aims to tap into rising demand for accessible, design-forward diamond jewellery beyond traditional occasion-based purchases.

Verlas’ India offering is available through its online platform, with entry pricing starting at around ₹3,000. The company said its product strategy centres on wearable designs suited for everyday use across work, travel, and social occasions.

Commenting on the launch, the company said Indian consumers are increasingly seeking contemporary, versatile diamond jewellery aligned with modernjiten lifestyles, with lab-grown diamonds gaining traction as a value-driven and responsible luxury category.

The brand highlighted its use of IGI-certified lab-grown diamonds and BIS hallmarked gold, alongside a transparent digital buying experience designed to simplify diamond purchases.

Verlas also cited its sustainability credentials, including the Butterfly Mark from Positive Luxury and certification from SCS Global Services, as part of its positioning in the responsible luxury segment.

The India launch comes amid growing momentum in the lab-grown diamond segment, with the country emerging as a key global hub for production and consumption.

Founded in New York, Verlas focuses on direct-to-consumer distribution and community-led engagement, with plans to expand into additional markets as part of its global growth strategy.