Surat: LIMIRA, a new-age lab-grown diamond jewellery brand, is set to officially launch in Surat on 16 September 2026, introducing a digital-first, direct-to-consumer proposition centred on everyday fine jewellery and accessible diamond design.
Built around the message ‘Not His, Not Hers, Just Yours’, the brand is positioning its collections around personal expression rather than traditional gender or occasion-led categories. Its focus is on versatile, lightweight designs intended to move easily into everyday wardrobes.
According to Rashmi Gajera, CEO, LIMIRA, the brand wants to move diamonds beyond milestone-only purchases and make them part of daily personal style. The approach reflects a broader shift among younger consumers who increasingly see fine jewellery as an expression of identity rather than something reserved only for weddings and major celebrations.
LIMIRA’s jewellery is crafted using IGI-certified lab-grown diamonds set in hallmarked 9KT and 14KT gold, with the brand emphasising clean silhouettes, contemporary styling and ease of wear.
The launch comes at a time when India’s diamond jewellery market is expanding and lab-grown diamonds are becoming increasingly visible across both domestic retail and exports. LIMIRA is seeking to tap into this shift by combining certified stones, lower-karat gold and a digital shopping model.
With its Surat debut, the brand is entering a competitive jewellery market with a clear proposition: diamonds designed for everyday ownership, individual style and a more accessible fine jewellery experience.