By Srijita Chakraborty
Three founders of Heera Jewels have pulled off a groundbreaking feat wherein they have built a digital-first model through sustainable practices to carve out new space in jewelry in India’s conservative culture, right from the way diamonds are produced, sold, and delivered. Heera Jewels began its small business in January 2025 by three young fellows, Apurv Kulkarni, Ayush Katare, and Smit Sapariya, with an investment of ₹6,00,000 approximately $12,500.
Heera Jewels disrupts the jewelry industry through its use of a made-to-order model instead of traditional approaches, where most companies maintain large retail stores with big inventories and sell natural diamonds. Using this approach, Heera Jewels maintains an almost low operating cost with very minimal waste and inventory that it has to hold.
Heera Jewels only creates lab-made diamonds for their customers. Its founders have also been transparent about the differences between the laboratory-created diamonds and the naturally occurring ones, helping consumers to understand the benefit of purchasing one laboratory-grown diamond over a naturally occurring diamond. The production of all the diamonds is made in Surat, Gujarat, while the finished products are made by local artisans.
Although it is just less than a year in business, Heera Jewels has already shown estimated profits of around ₹30 lakhs, along with initial monthly sales of around ₹3 to 4 lakhs. This has largely been acquired through online portals, consultations, and direct consumer interface, without depending upon a physical store.
The startup is catering to the 20 to 35 age group of consumers and is capitalizing on the increasing need for customized and responsibly sourced diamonds. With lab diamonds becoming more accepted by society, Heera Jewels would be part of a larger trend of sustainable luxury in the Indian market.