Mumbai: Eyora Jewels Private Limited has entered the organised jewellery retail segment with a new initiative focused on natural diamond solitaires. The platform aims to encourage natural diamond adoption among consumers while enabling retail jewellers to expand their solitaire offerings without carrying high inventory and financial risks.
Backed by Ankit Gems, a recognised De Beers Sightholder, Eyora Jewels is led by industry professionals Ankit Shah, Ankit Singh Kimtee and Samyak Kataria.
Eyora developed its business model after identifying key challenges faced by retail jewellers, particularly the high cost of maintaining diamond inventory and the financial risks associated with entering new product categories.
To address these challenges, the company offers retail partners a structured solution that includes curated physical collections, standardised store displays and access to a digital inventory of more than 25,000 certified natural diamonds.
Alongside physical collections, retail partners can access Eyora’s website and mobile application, featuring a digital catalogue of more than 5,000 jewellery designs. This enables jewellers to offer customers a wider selection beyond the limitations of physical showroom inventory.
Explaining the vision behind the initiative, Ankit Singh Kimtee, Founder and Chief Executive Officer, Eyora Jewels, said that discussions with jewellers across India revealed that the challenge was not a lack of confidence in natural diamonds, but the financial risk associated with stocking them.
He highlighted that retailers were looking for flexible inventory solutions, stronger support systems and a reliable partner to help them grow within the natural diamond category — an opportunity Eyora aims to address.
The product portfolio includes natural diamond solitaire jewellery in 14K and 18K gold, featuring solitaires up to one carat. The collections include classic solitaire settings, contemporary designs and fancy diamond shapes such as elongated cuts.
With price points ranging from ₹50,000 to ₹2.5 lakh, the collection is designed to cater to a broad customer base, including first-time diamond buyers and consumers seeking accessible luxury jewellery.
To strengthen consumer confidence, jewellery sold under the Eyora brand is certified by the International Gemological Institute (IGI). Each solitaire diamond also carries a custom Eyora laser inscription on the girdle, providing identification and traceability of the stone.
Eyora plans to expand its retail network in phases, beginning with partnerships in major metropolitan markets including Mumbai, Delhi, Indore, Bengaluru and Hyderabad. The company aims to establish a presence across more than 25 stores in 10 major cities, with a long-term vision of reaching 100 locations nationwide through a combination of physical retail partnerships and digital commerce capabilities.
Highlighting the company’s broader vision, Ankit Shah, Director at Ankit Gems and Founder of Eyora Jewels, said that the future of the natural diamond industry will depend not only on supply but also on the trust and confidence created at the consumer level.
With its retail partnership model, digital inventory solutions and focus on certified natural diamonds, Eyora’s entry reflects the changing dynamics of the Indian jewellery industry, where retailers are increasingly adopting flexible business models, digital tools and category-focused solutions to meet evolving consumer expectations.