DiAi Designs launched two lab-grown diamond collections on December 23 2025, across India, introducing non-flip tennis jewellery and cushion-cut designs to address wearability, gifting demand, and year-end retail season needs.
DiAi Designs, a fine diamond jewellery brand specialising in lab-grown diamonds, launched two new collections — the non-flip LiteString™ Tennis Collection and the Cushion Diamond Collection — on December 23 2025, as part of its festive-season offering in India.
The LiteString™ Tennis Collection introduces a non-flip construction aimed at addressing twisting and movement in traditional tennis jewellery during extended wear. According to the brand, the design enables pieces to sit consistently on the body. The collection is designed to use lower gold weight while maintaining diamond visibility, a consideration positioned against current gold price levels.
The range includes the LiteString™ Half Diamond Tennis Necklace and the LiteString™ Classic Diamond Tennis Bracelet. Coloured diamond variants include the LiteString™ Half Rainbow Tennis Necklace and LiteString™ Rainbow Tennis Bracelet.
The Cushion Diamond Collection focuses on cushion-cut forms and wave-inspired designs, combining sculpted gold with fluid silhouettes. Key pieces include the Vintage Elongated Cushion Ring, along with designs such as the Gold Wave Ring, Diamond Wave Ring, Cushion Wave Ring, and Cushion Wave Ring Stack.
The festive drop also includes necklaces and earrings positioned for occasions and everyday wear. Necklace offerings include the Gold Collar Necklace, Diamond Bubble Letter Pendant, and Cushion Gold Frame Pendant. Earrings in the collection include Cushion Dangler Huggies, Twisted Gold Ear Jacket, and Cushion Prong Studs.
Commenting on the launch, Disha Shah of DiAi Designs said, “The festive season is about moments that linger, and I wanted these collections to feel effortless and enduring rather than tied to a single occasion. The non-flip construction of the LiteString™ Tennis Collection allows the jewellery to sit exactly as intended, so it can be worn through long celebrations without distraction.”
She added, “With the Cushion Diamond Collection, we explored a softer, more vintage sensibility — where movement, proportion, and form feel natural and timeless. Both collections are designed to be gifted, worn, and lived in long after the season ends.”
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