Marking a pivotal diversification move, Tibarumal Jewels — one of South India’s most respected century-old jewellery houses — has launched Elevé Diamonds, its new lab-grown diamond brand aimed at future-forward consumers in India and abroad. The initiative positions the legacy retailer to participate in the fast-growing LGD category while retaining its hallmark craftsmanship and design ethos.

Led by fourth-generation scion Trishank Gupta and Prajay Maganlal of Elevé represents Tibarumal’s evolution from a heritage label into a contemporary brand with global ambitions. Founded in 2025, Elevé has already established flagship stores in Kokapet, Kompally, and Warangal, with further domestic and international expansion planned for 2026.

According to Gupta, Elevé was conceived as an extension of the trust Tibarumal has built over generations. “Elevé blends the family legacy with modern style and purpose, connecting with today’s customer while honouring the past,” he says.

Elevé’s product strategy is rooted in ethical, above-ground CVD-grown diamonds, precision-cut and IGI-certified, set in jewellery handcrafted by artisans trained in Tibarumal’s lineage. This ensures that while the diamonds come from modern technology, the soul of the craftsmanship remains human and heritage-driven.

Design direction continues to be shaped by Pankaj Gupta, Tibarumal’s creative visionary, whose signature aesthetic influences Elevé’s collections. The brand’s offering includes the Nizam line, inspired by royal motifs, Victorian and Polki interpretations, and coloured stone pieces that reimagine traditional designs for contemporary tastes.

Positioned around the concept of "relatable luxury", Elevé targets a broad lifestyle-driven customer base — from young professionals seeking everyday diamonds to travellers and families wanting sustainable yet aspirational jewellery.

“Today’s luxury is guided by intention,” says Maganlal. “Elevé redefines the family jeweller experience by combining trust, warmth, and modern craftsmanship to deliver accessible, meaningful luxury.”

With a strategy focused on design differentiation, transparent sourcing, and progressive retailing, Elevé Diamonds signals a new chapter for Tibarumal Jewels — one that harmonises heritage, innovation, and global ambition.