Known for its deep roots tracing back to the Nizam era and a legacy built since its first store opened on Hyderabad’s MG Road in 1975, Sri Jagdamba Pearls is now blending tradition with innovation. According to the company, Aurah is designed to offer stylish, sustainable, and affordable jewellery without compromising on elegance or heritage.

Lab-grown diamonds are rapidly reshaping the global jewellery landscape, with India's market alone projected to cross Rs.10,000 crore by 2033. With Aurah, Sri Jagdamba Pearls aims to meet the growing demand for ethical luxury, combining cutting-edge technology with the timeless appeal the brand is known for.

“The launch of Aurah marks a new chapter for us, bringing together sustainability, beauty, and affordability for today’s discerning customers,” the brand said in a statement.