True Diamond, one of India’s fastest-growing lab-grown diamond jewellery brands, has debuted Noida’s first-ever retail space dedicated exclusively to rings.
Lab-grown diamond jewellery brand True Diamond has launched a new retail concept in Noida’s Sector 18 — the city’s first Designer Rings Atelier. Exclusively dedicated to rings, the boutique represents a strategic shift in the brand’s retail approach, placing a spotlight on ring innovation, craftsmanship, and storytelling.
The launch comes on the heels of True Diamond’s recent ?26 crore Pre-Series A funding round, aimed at accelerating the brand’s omni-channel growth and elevating its customer experience through immersive, category-specific retail environments.
“We believe rings are deeply personal — whether for engagement, gifting, or self-expression,” said Darayus Mehta, Co-founder of True Diamond. “The Ring Atelier is built to help our customers find meaningful, beautifully made pieces that speak to them.”
Breaking away from traditional multi-category jewellery stores, the Noida boutique offers a focused, immersive experience crafted entirely around rings. Designed by Kund. Per Square Feet, the interiors reflect a warm Scandinavian aesthetic with a minimalist beige-and-red palette. A striking chandelier by Radhika Sanghvi Studio anchors the space, while each display invites discovery through design-led storytelling.
At the heart of the Atelier are three standout product innovations:
Portuguese Cut Diamond: A proprietary 160+ facet cut developed by True Diamond, engineered for exceptional brilliance and structure.
Black Diamonds: A contemporary twist on solitaire rings, adding boldness to traditional styles.
Champagne Gold: A distinct gold alloy developed to flatter Indian skin tones — what the brand cheekily describes as “not your Nani’s gold.”
With existing stores in Mumbai and Hyderabad, True Diamond’s Noida outlet adds to its growing physical footprint, with plans to expand into more metro cities. Online, the brand has built a loyal community with over 5,000 designs and a 1.7x customer repeat rate — a metric that highlights its strong market fit.
Founded in 2024 by Parin Shah and Darayus Mehta, True Diamond has quickly established itself as a disruptive voice in India’s fine jewellery space. The brand is known for its design-led, content-first strategy and irreverent approach to luxury — from viral drops like Champagne Gold to conversation-starting pieces like the Bat Stud.
With the launch of the Designer Rings Atelier, True Diamond aims to reimagine how consumers engage with fine jewellery — prioritising story, substance, and innovation over tradition.
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