Emori on Shark Tank India Season 5 Episode 5 – How the Lab-Grown Diamond Jewellery Brand Sparkled in the Tank

Viewers witnessed a sparkling showdown in Shark Tank India Season 5 Episode 5 as Emori, a lab-grown diamond jewelry company, entered the Tank to present a vision of affordable luxury for Gen Z and millennials. In addition to impressing the Sharks in the face of fierce competition from another jewelry company, Emori was able to win a multi-crore investment arrangement that opens the door for quick expansion in India’s developing jewelry sector.

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Emori is a lab-grown diamond jewelry brand based in Gurgaon that was founded in September 2023 by Arushi Jain. It caters to contemporary Indian clients who need exquisite, verified diamonds without the high cost of conventional mined stones. The firm combines fashion, sustainability, and affordability with more than 600 ring designs and a wider selection of jewelry, such as bracelets, mangalsutras, pendants, and earrings.

Arushi’s career path, which included engineering, IIM Calcutta, and corporate positions at Goldman Sachs and OYO, gave her the business savvy to grow a direct-to-consumer brand in a cutthroat market. “Luxury should be accessible to you every day” is Emori’s stated aim.

Checkout the company website here: Emori

Emori differentiates itself in several key ways:

• Lab-grown diamonds: These possess the same physical and optical properties as mined diamonds but are 30–40% more affordable.
• Certified quality: All pieces are third-party certified and sold with transparent pricing and trust-building policies.
• Customer-friendly services: Emori offers 30-day returns, lifetime exchange, and free shipping — perks that boost buyer confidence.
• Design focus: With a catalogue tailored to millennials and Gen Z, the brand emphasizes modern aesthetics and everyday wearability.

Operating as an online-first business — while also running a flagship store in Gurugram — Emori combines digital reach with a physical retail experience.

Before entering the Shark Tank, Emori presented tangible business numbers to build credibility:

Revenue & Growth

FY 2024–25 Revenue: ~₹4.5 crore

FY 2025–26 Revenue (so far): ~₹6.2 crore

Target Revenue by FY End: ~₹13 crore

Inventory Turnover: 10x per year

Average Order Value: ~₹59,000

Repeat Customer Rate: ~12%

Store Walk-in Conversion: ~45%

Profit & Margin Expectations

Emori expects an EBITDA of ₹80 lakh with improved margins (~6%) compared to earlier lower profitability.

These financial metrics demonstrated a lean, scalable company with great unit economics and capacity for expansion, even though the company was bootstrapping prior to their Shark Tank debut. This was crucial in attracting funding.

Emori made a strong and well-organized pitch when she first entered the Tank in Shark Tank India Season 5 Episode 5, setting the stage for a high-stakes “battle of brilliance.” Emori was presented by founder Arushi Jain as a cutting-edge, lab-grown diamond jewelry brand designed for contemporary Indian consumers who want luxury, sustainability, and confidence without having to pay the premium associated with diamonds that are mined.

She began by addressing the core problem in the traditional jewellery industry:

• High prices driven by mining, middlemen, and legacy retail mark-ups
• Lack of transparency in certification and pricing
• Younger buyers seeking ethical, eco-friendly alternatives with contemporary designs

Emori, which offers IGI-certified lab-grown diamonds that are chemically and aesthetically equivalent to genuine diamonds but 30–40% less expensive, was positioned by Arushi as the answer. She underlined that Emori is democratizing diamond ownership for bridal collections, engagement rings, and daily wear in addition to selling jewellery.

The Ask

Arushi asked for:

₹75 lakh for 1% equity, valuing the company at ₹75 crore.

This immediately caught the Sharks’ attention, as the valuation reflected strong confidence in Emori’s brand potential, scalability, and market opportunity.

The Sharks probed the brand’s market positioning, differentiators, and storytelling strategy. While Namita Thapar applauded the packaging and visual appeal, Aman Gupta challenged the brand’s storytelling and social presence. Despite critiques, the core execution and unit economics won strong support from the panel.

Aman Gupta challenged the emotional connect and brand recall, pushing Arushi on how Emori would become a love brand in a category driven by emotion, not just price. This sparked a discussion on improving storytelling, influencer marketing, and bridal positioning.

After negotiation, Emori closed a deal with four Sharks — Anupam Mittal, Amit Jain, Namita Thapar, and Ritesh Agarwal — who collectively invested ₹3 crore for 6% equity, setting the final valuation at ₹50 crore.

This result demonstrated trust in the brand’s future potential and represented a successful funding moment for the entrepreneur, particularly in a sector that is gaining popularity as an ethical, reasonably priced alternative to traditional diamond jewellery.

With fresh capital in hand, Emori plans to:

• Expand retail footprint by opening stores in Noida and Delhi.
• Strengthen inventory and design capabilities to cater to rising demand.
• Boost marketing and storytelling to better connect with target customers.

In addition to money, the funding agreement provides seasoned Sharks with strategic mentoring, offering advice on client acquisition, branding, and growth.

A classic startup success story, Emori’s journey on Shark Tank India Season 5 Episode 5 is based on a compelling product, strong stats, and a distinct vision. What started out as an investment proposal became a chance to grow faster, attract a wider audience, and upend India’s established diamond jewellery business.