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From Timeless Heirlooms to Everyday Icons — Now Available on Amazon India
Discover how Amazon India is making lab-grown diamonds more accessible with a wider selection, trusted shopping and contemporary fine jewellery.
The Indian jewellery landscape is entering a new chapter, one shaped by changing consumer preferences, evolving lifestyles and greater access to contemporary fine jewellery. At the heart of this transformation are Lab-Grown Diamonds (LGDs), which have rapidly evolved from a niche curiosity into a mainstream jewellery choice in just two to three years.
For generations, fine jewellery was reserved for weddings, anniversaries and heirlooms, brought out only for life's biggest celebrations. Today, that definition is changing. Insights from Amazon.in indicate that Women aged 24–38 are increasingly choosing jewellery that reflects their personal style, with self-gifting, milestone celebrations and even "no occasion" purchases reshaping the way fine jewellery is bought and worn. From solitaire rings and stud earrings to delicate pendants and everyday bracelets, customers are building versatile jewellery wardrobes that transition effortlessly from work to celebrations. This shift is particularly evident among Gen Z and Millennial shoppers, who are embracing lightweight, contemporary designs as an extension of their everyday style.
As this shift continues, Amazon India is making it easier for customers across the country to discover and shop certified, design-led Lab-Grown Diamond jewellery through one trusted destination. Today, customers can explore leading Lab-Grown Diamond brands, including GIVA, Sparkles, Lukson and KEEMTI, offering contemporary collections backed by recognised certifications such as IGI, GIA and SGL, making the category more accessible than ever before.
The growing popularity of Lab-Grown Diamonds reflects a broader shift in how India shops for fine jewellery. Younger customers, particularly Gen Z and Millennials, are embracing jewellery for self-gifting, career milestones, birthdays and everyday self-expression, alongside traditional occasions such as engagements and anniversaries.
This demand is no longer limited to metropolitan cities. While 46% of transacting customers currently come from Metro and Tier 1 cities, Tier 2 and Tier 3 cities are emerging as fast-growing demand centres, reflecting how access to the category is expanding beyond traditional jewellery markets.
The momentum is equally visible on Amazon India says Siddharth Bhagat, Director, Amazon Beauty, Personal Care and Fashion Accessories, “The Lab-grown Diamond category on Amazon.in has seen a remarkable 9X increase since the start of the year. While metros continue to drive strong demand, we're also seeing growing interest from Tier 2 & 3 cities. Customers are increasingly choosing lab-grown diamonds not just for gifting, but also for everyday wear. Today, customers can choose from leading Lab-grown Diamond brands on Amazon.in, including GIVA, Sparkles, Lukson and KEEMTI, offering products backed by trusted certifications such as IGI, GIA and SGL. As the category continues to evolve, we remain committed to expanding selection, strengthening trust through authenticity and enabling customers to continue shopping with greater confidence.”
Accessibility today is about much more than affordability. While Lab-Grown Diamonds typically cost up to one-third the price of comparable mined diamonds allowing customers to choose larger stones or more intricate designs within the same budget, customers are equally looking for greater design choice, convenience and transparency when shopping online.
Detailed product imagery, comprehensive specifications and recognised certifications have become important considerations throughout the purchase journey as seen on Amazon India. Trusted certifications from organisations such as IGI, GIA and SGL, combined with Amazon India's stringent seller verification and product certification guardrails, help customers shop with greater confidence while exploring a wider selection of contemporary jewellery online.
Amazon India's commitment to improving access to the category recently came to life through The Carat Collective, its first-ever Lab-Grown Diamond experience held in Bengaluru. Bringing together creators, the immersive experience offered a closer look at the evolving world of Lab-Grown Diamonds through curated collections, interactive zones and engaging experiences designed to showcase the category.
Collections from GIVA, Sparkles, Lukson and KEEMTI gave attendees an opportunity to explore contemporary jewellery across rings, earrings and pendants, reflecting the growing breadth of design available to customers on Amazon India.
A key highlight of the event was a panel discussion featuring Siddharth Bhagat, Director, Amazon Beauty, Personal Care and Fashion Accessories; Aditya Labroo, Founder, GIVA; Anand Lukhi, CEO & Co-founder, Lukson; and Armaan Kothari, Founder, KEEMTI, who discussed the evolution of the Lab-Grown Diamond category, changing customer preferences, certification, value, pricing and the future growth of the segment in India.
Designed as a discovery-led experience, The Carat Collective reinforced Amazon India's commitment to expanding selection, strengthening trust and making Lab-Grown Diamond jewellery more accessible by bringing together leading brands, contemporary collections and conversations shaping the future of the category.
As the Lab-Grown Diamond category continues to evolve, access will remain central to its next phase of growth. By bringing together a growing selection of certified brands, strengthening trust through recognised certifications and making contemporary fine jewellery easier to discover and shop, Amazon India is helping more customers across the country embrace Lab-Grown Diamonds as an everyday choice rather than an occasional purchase.
Disclaimer: This article has been produced on behalf of the brand by HT Syndication.
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