The founders of True Diamond presented their high-end lab-grown diamond jewelry line in Shark Tank India Season 5, Episode 5, presenting it as a cutting-edge, ethical, and technologically sophisticated substitute for diamonds that are traditionally mined.
The creators began their presentation by outlining the increasing global trend toward lab-grown diamonds, emphasizing that while synthetic diamonds are chemically, physically, and visually identical to genuine diamonds, they are far more economical and environmentally friendly. They highlighted how the heart of True Diamond’s value proposition—transparent sourcing, ethical luxury, and customization—is being driven by shifting customer tastes, particularly among millennials and Gen Z.
They highlighted their design skills, precision cutting, and certification standards by showcasing a variety of bespoke engagement rings and exquisite jewelry. The creators emphasized that, similar to international premium diamond companies, their firm focuses not only on selling jewelry but also on building a trust-driven experience where clients may select carat, cut, clarity, color, and setting.
Asking valuation: ₹108 crore
Funding request: ₹1.08 crore for 1 % equity — indicating confidence in future growth.
Shark Interactions & Key Questions
The Sharks probed deeply into:
Market Differentiation: They wanted to know how True Diamond differs from the quickly expanding number of lab-grown diamond brands in India and throughout the world. The Sharks thought that the founders’ emphasis on premium positioning, custom designs, and high-quality certifications wasn’t clearly represented.
Brand vs. Commodity: One of the main issues brought up was whether diamonds, particularly those produced in laboratories, run the risk of turning into a low-margin commodity. Instead of competing solely on price, the Sharks questioned how True Diamond would develop enduring brand loyalty.
Customer Acquisition & Trust: Given that jewelry is a high-trust purchase, the Sharks inquired about the brand’s offline presence, recurring business, and methods for building reputation for large purchases. Some Sharks were not persuaded by the entrepreneurs’ emphasis on experience and omnichannel strategy.
Valuation Justification: The ₹108 crore valuation was heavily debated. Particularly when compared to rival brands in the same episode, the Sharks pushed the creators to defend it with better revenue traction, brand memory, and more transparent unit economics.
As the conversation went on, the Sharks started contrasting True Diamond with another lab-grown diamond company that was making a pitch in the same show. Although they recognized True Diamond’s aspirations and high-quality products, they felt:
The storytelling and brand positioning lacked emotional pull.
The business clarity and strategic communication did not fully support the high valuation.
The founders appeared confident, but the Sharks were looking for a more sharply defined mass-premium or luxury identity.
