Lab-grown diamond startup So/Facet raises Rs 10 crore led by Sauce

It aims to open more than 30 premium retail stores over the next three years, starting with India before expanding into international markets, including the Middle East.The funds will be used for brand building, product design, technology, hiring, and retail expansion, the founders told ET. The company plans to launch with six collections, including custom-cut diamonds, coloured diamonds, and stackable everyday jewellery.So/Facet plans to price its entry-level collection at around Rs 15,000-30,000, while its custom-cut designs will command a premium.

“We want to make diamonds cool again,” Naulakha said, highlighting the need to appeal to younger consumers who may not consider buying diamond jewellery other than for weddings, engagements, etc.Prices of lab-grown diamonds have continued to fall this year due to oversupply, widening the price gap with natural diamonds. The founders, however, believe prices have bottomed out and do not expect significant declines over the next couple of years.“We have realised that the raw material is no longer the bulk of the price.

It is actually the craftsmanship and the labour that now comprise the majority of the cost,” he said, adding that the bottleneck in the lab-grown diamond market had shifted towards cutters and polishers.The company’s lead investor, Sauce, has backed multiple consumer brands including Mokobara, Epigamia, Innovist, and The Whole Truth. So/Facet will compete with lab-grown diamond startups such as Aukera, JewelBox, and Limelight Diamonds, among others. ...moreElevate your knowledge and leadership skills at a cost cheaper than your daily tea.Business of Odd Things: Inside an industry that farms fish that nobody is meant to eatWar's second-order effects are becoming visible in critical sectorsUS mid-term elections – Part 2: What does it mean for Trump to lose control of Congress?Homebuyers wait as NCLT panel picks holes in unfinished Jaypee projectsWhat is the real impact of 13x jump in cash transfers to women?Airlines Q2 turbulence: Fewer passengers, rising fares and a crude shockThe NBFC saga - Part 2: Line drawn in 2006 is reason for the headlines todayCurbing rupee bets: What the RBI’s new rules mean for the hedge-now-or-wait questionThe ABCD of the US mid-term elections – Part 1: Why it matters across the globeFour rules made HDFC Bank a compounder. All four have stopped. Can the new CEO rewrite them?Subscribe Now