Three 21-year-olds built a lab-grown diamond brand with just ₹6 lakh

Heera Jewels was founded in early 2025 by three 21-year-old entrepreneurs  Apurv Kulkarni, Ayush Katare, and Smit Sapariya and built as a digital-first brand around lab-grown diamonds, sustainability, and lean operations. Positioning itself as a modern luxury label for a new generation of conscious buyers, it is challenging both convention and perception in a sector slow to change.

According to Kulkarni, the chief executive officer, the idea for Heera Jewels came from observing a clear gap between what younger buyers wanted and what the jewellery market was offering. “Modern India wants real diamond jewellery that is design-forward, responsibly sourced, and realistically priced, without the environmental and ethical concerns tied to mining,” he said.

Within the first year of operations, the brand’s estimated profits are around Rs 30 lakh, with early monthly sales starting in the Rs 3 to Rs 4 lakh range, largely driven by direct online inquiries and social media engagement.

The company sources certified lab-grown diamonds primarily from manufacturers in Surat, Gujarat, a global hub for diamond cutting and polishing that has become a centre for lab-grown stones as well. Jewellery manufacturing and finishing are handled through a network of skilled artisans in Surat, producing pieces only after orders are confirmed.