Lab-grown diamonds have become significantly cheaper as supply has expanded. So/Facet believes that shift creates an opening to build a jewellery brand around something other than the stone itself. The startup has raised ₹10 crore in a round led by consumer-focused investment firm Sauce as it prepares to launch a premium lab-grown diamond brand aimed at younger shoppers.
The round also included participation from Mokobara cofounders Sangeet Agrawal and Navin Parwal, the Chona Family Office, Haleon South Asia president Kedar Lele and Moonshot cofounder Devaiah Bopanna. So/Facet was founded by former Unilever executives AarushiAgrawal Naulakha and Abhishek Naulakha.
The company plans to go live online in November and eventually build more than 30 premium retail stores over the next three years. India will be the first market, with international expansion — including the Middle East — planned later. The new capital will be used across brand building, product design, technology, hiring and retail expansion.
So/Facet is launching with six collections spanning custom-cut diamonds, coloured stones and
stackable everyday jewellery. Entry-level products are expected to sit around ₹15,000–₹30,000, while custom-cut pieces will be positioned higher. The founders’ core thesis is that diamonds can become an everyday fashion purchase rather than something consumers consider mainly for weddings and engagements.
That proposition comes as falling lab-grown diamond prices change where jewellery brands can create value. So/Facet argues that raw stones now make up a smaller part of the final cost, while craftsmanship, cutting and polishing have become more important.
For So/Facet, the opportunity is therefore not simply selling cheaper diamonds. It is testing whether design, custom cuts and everyday styling can turn lab-grown jewellery into a repeat consumer category rather than an occasional milestone purchase.
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