IVANA

IVANA Jewels is a Surat-based jewelry company positioning itself in the rapidly expanding lab-grown diamond market. Founded in 2023 by Ayushi Jindal, the brand is an arm of the Jindal Group, leveraging the group's established legacy to build credibility. Ayushi Jindal's leadership as co-founder guides the company's strategic direction.

The company operates on a hybrid business model that combines digital sales with a growing physical retail footprint. Its primary sales channels are its e-commerce website and social media platforms like Instagram, which together account for approximately 60% of total sales. To complement its online presence, IVANA is pursuing an aggressive offline expansion strategy, establishing stores in key Indian cities including Surat, Delhi, Noida, Mumbai, and Nagpur, with plans for further openings in Chandigarh and Ahmedabad. This expansion is supported by a franchise model, which facilitates capital-efficient scaling into Tier 1, 2, and 3 cities where awareness of lab-grown diamonds is still emerging.

IVANA's product portfolio centers on fine jewelry crafted with lab-grown diamonds set in 14K or 18K gold. The company offers a wide array of products, including rings, earrings, bracelets, pendants, and necklaces. A key differentiator for the brand is its collection of lab-grown diamond Polki jewelry, which combines a traditional Indian style with modern, sustainable materials. The company caters to a clientele seeking sustainable and affordable luxury, with product offerings that include not only common 1-2 carat stones but also larger, more significant diamonds of 5, 10, and 20 carats. Customization and personalized shopping experiences are core to its service offering, both online and in-store. To fuel its growth, IVANA secured ₹2 crore in a seed funding round from Avinya Ventures and EvolveX Accelerator in early 2025. The company reported revenue of ₹14 crore for fiscal year 2025 and projects a significant increase to ₹60 crore by fiscal year 2026, driven by its store-led growth and expanding market reach.

Keywords: lab-grown diamonds, Polki jewellery, direct-to-consumer jewelry, omnichannel retail, sustainable luxury, Indian jewelry market, Ayushi Jindal, Jindal Group, Avinya Ventures, EvolveX Accelerator, Surat startup, jewelry e-commerce, franchise jewelry business, fine jewellery, diamond customization, ethical diamonds, accessible luxury, modern Indian jewelry, high-growth retail, venture-backed startup