New Delhi: Lab-grown diamond jewellery brand Firefly Diamonds has entered the Delhi market with the launch of its 10th store at Pacific Mall, Jasola. The new outlet also marks the brand’s first physical store in the national capital.
Located on the lower ground floor of the mall, the store introduces Delhi customers to Firefly Diamonds’ range of IGI-certified lab-grown diamond jewellery set in BIS-hallmarked 14K and 18K gold.
The opening comes as the brand continues to build its retail network across key Indian cities. Founded in December 2023 by brothers Adit Bhansali and Aayush Bhansali, Firefly Diamonds has positioned itself as a design-led, accessible luxury brand in the fast-growing lab-grown diamond category.
The brand’s retail journey began in Mumbai with its first store at R City Mall, Ghatkopar, in October 2024. It later expanded into markets including Pune, Bengaluru and Hyderabad. With the Delhi launch, Firefly Diamonds has now reached double digits in its store rollout.
Firefly Diamonds operates through an omnichannel model, combining its online platform with physical retail stores. The brand’s approach focuses on making lab-grown diamond jewellery more accessible to modern consumers while maintaining certification, quality assurance and design variety.
The company says its supply chain, including diamond growing, cutting, polishing and jewellery setting, is based in India. This aligns with the country’s growing position in the lab-grown diamond ecosystem and supports the broader Make in India narrative.
The collections cover daily-wear jewellery, engagement rings, bespoke pieces, coloured diamond cocktail jewellery, tennis bracelets and solitaire earrings. The brand also offers personalised high jewellery through its Firefly Reserve line.
In addition to its product range, Firefly Diamonds has built service-led offerings such as Firefly Try at Home, the Firefly Sparkle Plan, an old gold exchange programme and customised jewellery options. These services are aimed at improving customer convenience and building stronger engagement across online and offline channels.
The Delhi store launch follows the brand’s $3 million seed funding round led by WestBridge Capital in March 2025. The funding was directed towards retail expansion, digital growth and research, with the brand aiming to scale to more than 20 locations within two years.
The entry into Delhi comes at a time when India’s lab-grown diamond jewellery market is witnessing strong consumer interest. Younger buyers are increasingly drawn to the category for its price accessibility, design flexibility and modern positioning.
For Firefly Diamonds, the Jasola store strengthens its presence in North India and brings its made-in-India lab-grown diamond proposition to a larger metropolitan customer base.
The expansion also reflects the rising competition within India’s lab-grown diamond jewellery segment, where brands are building differentiated identities through retail experiences, certification, price accessibility and design-led collections.
As Firefly Diamonds continues to expand, the Delhi launch will be an important test of how far its affordable luxury positioning and omnichannel retail model can travel across India’s major jewellery markets.
