With a presence in over 50 stores across 45 cities, Limelight is the first lab-grown diamond brand to scale nationally, aiming to expand to 100 stores by 2026. The campaign positions the company as a leader in redefining luxury through innovation, ethics, and conscious consumption.

“Limelight isn’t just participating in the lab-grown diamond category, we’re building it,” said Pooja Sheth Madhavan, Founder and Managing Director, Limelight Lab Grown Diamonds. “As a first mover, we have the responsibility to shift perceptions and offer diamonds that shine with purpose.”

Shilpa Shetty said her association with Limelight stemmed from its commitment to authenticity and mindful luxury. “Lab-grown diamonds are a smart and responsible choice,” she said. “With ‘Let’s Get Real’, you can wear something stunning yet meaningful without compromise.”

The campaign, which will roll out across television, digital, print, outdoor, cinema, influencer collaborations, and in-store activations, targets a new generation of value-driven, informed consumers. According to Limelight’s Chief Marketing Officer, Rupali Shrivastava, the focus is on everyday wear that reflects modern values rather than traditional occasion-led jewellery buying.

By combining sustainability, transparency, and a purpose-led growth strategy, Limelight aims to cement its position as the torchbearer of new-age luxury in India.