With “Not His, Not Hers, Just Yours”, the emerging brand aims to redefine how modern India wears, experiences and connects with diamond jewellery
Surat, 12 September 2026: LIMIRA, a new-age, design-led lab-grown diamond jewellery brand, will officially launch in Surat on 16 September 2026, introducing a modern approach to diamond jewellery centred on individuality, everyday self-expression and gender-neutral design. With a digital-first, e-commerce-led model, LIMIRA aims to make modern diamond jewellery more accessible to consumers seeking design, quality and value in their everyday purchases.
Created for the modern Indian consumer, LIMIRA seeks to challenge traditional perceptions of diamond jewellery and move the category beyond occasion-led purchasing. At the heart of the brand is the philosophy “Not His, Not Hers, Just Yours”, reflecting its belief that jewellery should be defined by the individual who wears it, rather than by conventional notions of gender, occasion or ownership.
The launch comes at a time when India’s diamonds and jewellery industry is evolving. India has emerged as the world’s second-largest diamond jewellery market, accounting for 12% of global demand, up from 10% in 2019, according to the 2025 De Beers India Diamond Acquisition Study.
LIMIRA is founded on the belief that jewellery is increasingly becoming part of everyday personal expression rather than being reserved exclusively for weddings, celebrations and other traditional milestones. The brand’s design philosophy resonates with people who wants jewellery from everyday dressing and personal milestones to professional settings and social occasions. LIMIRA places design, individuality and personal choice at the centre of the experience.
A key part of LIMIRA’s proposition is its focus on accessibility without compromising on design. The brand offers thoughtfully designed lab-grown diamond jewellery in 9KT and 14KT gold, making modern diamond jewellery more affordable and approachable for everyday buyers.
Rashmi Gajera, CEO, LIMIRA said, “We believe that diamonds should not be reserved solely for milestones and celebrations. They can become part of an individual’s everyday signature, reflecting who they are, how they feel and how they choose to express themselves. LIMIRA brings together innovative design and lab-grown diamonds to create jewellery that feels relevant to a new generation of consumers. At the heart of our proposition is the belief that jewellery should be personal, inclusive and free from conventional definitions of who it is meant for.”
India’s lab-grown diamond segment is also witnessing growing momentum. India’s polished lab-grown diamond exports reached US$1.13 billion in FY2025–26, while gold jewellery studded with lab-grown diamonds grew 31.3% to US$1.43 billion. Against this evolving industry landscape, LIMIRA sees lab-grown diamonds as an integral part of a broader, design-led and digitally enabled proposition.
LIMIRA is shaping a distinctive language of luxury that feels personal, relevant and rooted in design. At its core is the idea that the future of jewellery lies in giving consumers greater freedom to define what luxury, beauty and self-expression mean to them.
As India evolves into a more design-conscious and individualistic consumer market, LIMIRA believes the next chapter of diamond jewellery will be defined not just by what people buy, but by why, when and how they choose to wear it.
