Lab-grown diamond jewellery startup So/Facet raises Rs 10 crore in Seed funding led by Sauce

So/Facet has secured ₹10 crore in funding from Sauce to develop a premium lab-grown diamond jewellery brand and broaden its retail footprint.

Related: Enterprise AI startup Ema raises $77 million in Series B funding led by Creaegis

Investor interest is growing in India’s lab-grown diamond jewellery market, as new brands explore contemporary designs, accessible luxury and shifting consumer preferences. So/Facet has joined this expanding segment by raising ₹10 crore in seed funding led by Sauce, a consumer-focused investment firm.

The startup seeks to establish a premium jewellery brand aimed at younger consumers. Rather than framing diamonds solely as gifts for weddings, engagements or special occasions, So/Facet wants customers to view them as accessories for personal expression and everyday style.

The funding will go toward brand building, product design, technology development, hiring and retail expansion. The company plans to launch online first, before establishing a broader physical retail presence.

This ₹10 crore seed round represents a significant milestone for So/Facet as the company readies itself to enter India’s premium lab-grown diamond jewellery segment. Sauce headed the investment, which is its first in the lab-grown diamond jewellery space.

Several individual investors and family offices also took part in the round. Among them are Sangeet Agrawal and Navin Parwal, co-founders of the travel accessories brand Mokobara; the Chona family office, linked to HOCCO Ice Creams; Kedar Lele, president of Haleon South Asia; and Devaiah Bopanna, co-founder of Moonshot.

Having experienced consumer-business leaders on board could assist So/Facet in sharpening its brand positioning and getting ready for expansion. Still, the startup’s long-term success will hinge on its capacity to draw customers, offer quality products and establish a distinctive identity in a fiercely competitive market.

Former Unilever executives Aarushi Agrawal Naulakha and Abhishek Naulakha established So/Facet in 2026.

Aarushi Agrawal Naulakha

After working at ITC and Unilever, Aarushi co-founded So/Facet. Her background in consumer brands and marketing shapes the company’s emphasis on creating a modern jewellery brand aimed at younger customers.

Abhishek Agrawal Naulakha

Abhishek is also an ex-executive of Unilever. His experience in business and consumer markets supports the company’s plans to build a design-led brand and grow across both online and offline channels.

The founders aim to reshape the way consumers view diamond jewellery. In the past, many buyers have linked diamonds to weddings, engagements and milestone gifts. So/Facet therefore wants to make them meaningful for personal achievements, fashion choices and everyday moments too.

So/Facet intends to direct the new capital toward multiple business priorities.

1. Building and Marketing the Brand

The startup aims to raise awareness among younger consumers who appreciate individuality, modern fashion, and premium products. Solid brand positioning will matter as So/Facet enters a market that already includes established jewellery retailers and new digital-first brands.

Brand building is the long-term effort of establishing a distinct, recognizable identity, core values, and emotional ties with customers.

2. Product Design and Development

Product design sits at the heart of So/Facet’s strategy. Rather than competing on price alone, the company intends to launch distinctive jewellery styles.

The funding will back design development and the building of collections that cater to varied tastes, ranging from playful shapes to sculptural pieces.

Product design and development is the complete process of transforming an initial idea into a functional, marketable product physical or digital that addresses genuine user needs and fulfills business objectives.

3. Technology and Recruitment

In addition, So/Facet will make investments in both technology and hiring. Such investments can underpin online shopping, the customer experience and the operational capabilities required for growth.

Technology is reshaping hiring by automating the screening of candidates, moving the emphasis toward AI literacy and judgment, and reducing demand for entry-level coding positions.

4. Expansion of Omnichannel Retail

The company intends to merge online sales with brick-and-mortar retail stores. This strategy can help customers find products digitally and try jewellery in person before they buy.

Through investment in these areas, So/Facet seeks to build a stronger foundation prior to expanding into further markets.

Omnichannel retail expansion brings physical, mobile, and online touchpoints together into one ecosystem, guaranteeing consistent pricing, inventory visibility, and customer data.

So/Facet intends to introduce six jewellery collections with modern designs, among them custom-cut diamonds, coloured diamonds and stackable everyday pieces.

A few of the collections it has planned include:

• So/Me: Lighthearted designs built around motifs like stars and butterflies.
• So/Pop: Diamond jewellery paired with colourful enamel charms that can be stacked.
• So/Icon: Jewellery that is sculptural and strongly design-driven.

The brand intends to feature IGI-certified lab-grown diamonds across its collections. Its entry-level pieces are anticipated to be priced at roughly ₹15,000–₹30,000, while customised designs will be priced at a premium.

This product strategy may help So/Facet attract buyers seeking distinctive jewellery without restricting purchases to traditional occasions. However, the company will also have to show quality, craftsmanship and value in order to justify its premium positioning.

So/Facet intends to go live online in November 2026. After the online debut, the startup plans to open over 30 premium retail outlets within the next three years.

Its first phase of expansion will concentrate on India, while global markets such as the Middle East are part of its wider goals.

The company has also reported a pre-launch waitlist of over 200 prospective customers. While this signals early interest, turning that interest into repeat purchases will be a key test for the new brand.

Lab-grown diamonds are produced through technological processes that mimic the conditions in which diamonds naturally form. Their chemical composition and crystal structure are essentially identical to those of natural diamonds, even though their origins are different.

This segment has drawn interest because lab-grown diamonds can give consumers more affordable choices compared with similar natural diamonds. They also allow brands to explore new cuts, colours and modern jewellery designs.

Yet the market does face obstacles. A growing supply has placed pressure on lab-grown diamond prices. Consequently, jewellery brands may need to set themselves apart through design, craftsmanship, customer service and brand value instead of depending solely on lower prices.

For So/Facet, this presents both an opportunity and a challenge. The company aims to build a premium brand centred on design and self-expression. Its capacity to provide a consistent customer experience will be essential as competition grows.

So/Facet is set to enter a lab-grown diamond jewellery market that is already competitive. Established brands and newer players are already serving customers who want modern diamond designs and alternative price points.

Industry coverage identifies several competitors, including:

• Aukera: A jewellery brand that focuses on lab-grown diamonds.
• Jewelbox: A retailer that specialises in lab-grown diamond jewellery.
• Limelight Diamonds: A brand centred on lab-grown diamond products.

For So/Facet to stand out, it will need to establish a recognisable brand identity and provide products that appeal to its target audience. Its focus on contemporary designs and everyday jewellery offers one possible path to differentiation.

The investment shows sustained interest in consumer-oriented startups that focus on shifting lifestyles and buying habits.

For early-stage brands, seed funding can supply the resources required to develop products, test demand and build distribution channels. Yet investment on its own does not ensure sustainable growth.

So/Facet’s next stage will involve converting its brand concept into a viable business. The company needs to attract paying customers, control costs and set up a retail strategy that supports long-term profitability.

Its planned online launch and physical expansion will serve as key signals of whether consumers embrace its approach to premium lab-grown diamond jewellery.

So/Facet’s ₹10 crore seed funding round, led by Sauce, represents a major step forward in the startup’s mission to establish a premium lab-grown diamond jewellery brand in India.

Founded by Aarushi Agrawal Naulakha and Abhishek Agrawal Naulakha, both former Unilever executives, the company intends to allocate the capital toward brand building, product design, technology, hiring and retail expansion.

With an online launch set for November 2026 and a goal of more than 30 premium stores within three years, So/Facet is gearing up for an ambitious market entry.

In the end, its success will hinge on whether its contemporary designs, craftsmanship and customer experience can convert early interest into sustained demand.