"For lab-grown diamonds, the store must educate and inspire in equal measure"
May 25, 2026
Speaking with Retail4Growth, Karamjyot Singh Chawla, Director, Limelight Lab Grown Diamonds, speaks about the brand’s evolution, how lab-grown diamonds have matured as a category and the role of store experience in Limelight’s growth outlook.
Founded in 2019, Limelight Lab Grown Diamonds has grown from a shop-in-shop pilot into one of India's leading lab-grown diamond retailers with 70+ stores across 40 cities. In this exclusive interview with Retail4Growth, Karamjyot Singh Chawla, Director, Limelight Lab Grown Diamonds, walks through the brand's offline strategy, the evolving customer mindset, its approach to in-store experience and technology, as well as an ambitious plan to reach 150+ stores by March 2027.
Key highlights:
- Early buyers came for the cost advantage over natural diamonds. Today, customers ask about designs, aftercare, and in-store experience — price sensitivity has taken a back seat.
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With new players entering the market, transparency and education remain non-negotiable for Limelight, yet there is a deliberate move toward luxury positioning alongside education.
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After a high-street-first approach, the brand is now targeting 1,500 sq ft mall stores with bridal lounges. Metro cities (Mumbai, Delhi, Bengaluru, Hyderabad, Chennai) will each get 10–15 new stores.
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Franchising is the preferred vehicle for deeper penetration, where the brand is leveraging local partners who have stronger ground relationships in smaller cities.
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The brand follows a rigorous bar for retail solution providers. Stores then go through quality checks at three stages: materials, finished output, and maintenance.
