Shaya Diamonds marks CaratLane’s entry into Silver Diamond Jewellery

CaratLane, a Tata Group-backed omnichannel jewellery retailer, has launched Shaya Diamonds, a new jewellery line featuring natural diamonds set in 925 silver. The launch marks a notable shift in India’s organised jewellery retail space, as it brings together natural diamonds and silver in a category that has traditionally been dominated by gold-based settings. 

With gold prices at elevated levels, brands are increasingly exploring alternative materials and formats to retain affordability while preserving perceived value. By combining diamonds with silver, CaratLane is targeting younger consumers, first-time buyers, and gifting-led purchases that prioritise design, wearability, and price accessibility.

Shaya Diamonds has been positioned as a bridge between fine jewellery and everyday wear. According to the company, this is the first time natural diamonds have been introduced at scale in 925 silver settings within the Indian market. Prices for the collection start at Rs 5,000, making it one of the most accessible entry points for customers looking to own natural diamond jewellery without committing to higher-priced gold formats.

Saumen Bhaumik, Managing Director, CaratLane said, “Diamonds are at the heart of CaratLane. As gold prices climb, we don’t want that to stand between our customers and the diamonds they love. With Shaya Diamonds, we’re experimenting with 925 silver-set diamonds to open up a new, more accessible path to owning natural diamonds.”