Mayavé Jewellery Cuts Through Traditional Jewelry Codes With Lab-Grown Diamond Segment

Handcrafted lab-grown diamond jewellery brand Mayavé Jewellery has entered the design-led retail landscape with the launch of its first store in Noida, marking a significant step in its retail expansion strategy. The brand aims to open 20 stores by November.

The brand offers a wide range of IGI-certified jewellery, including rings, earrings, necklaces, bracelets and statement pieces, blending contemporary craftsmanship and global designs. Mayavé Jewellery focuses on delivering a highly personalized shopping experience. The store’s deep-red interiors, sculptural displays and dedicated lounge create a warm, immersive, and personalized experience for its customers. The thoughtfully designed space reflects the brand’s emphasis on distinctive design, craftsmanship and customer-centricity, offering a holistic and elevated experience throughout the customer’s jewellery-buying journey.

Vision Behind Entering Into Lab Grown Diamond Segment

Mayavé Jewellery debuted in the lab-grown diamond segment on August 14, 2026, with a store launch at Wave One Mall in Noida. Speaking about the vision behind the brand, 

Mr. Dravya Dholakia, Founder and CEO, Mayavé Jewellery, said, “The vision for Mayavé Jewellery took shape around two years ago. As a group, we were already deeply involved across the diamond value chain—from manufacturing diamonds to cutting, polishing and crafting jewellery. This experience naturally led us to explore the retail landscape and build a brand of our own.’’ 

Mayavé opened its first retail store in Noida, providing value to the end customers. The brand claims to bring ‘newness’ and ‘freshness’ to the diamond jewelry segment.

Collaboration With Italian Designer Massimiliano Baldoni

The brand has collaborated with Italian designer Massimilano Baldoni to bring about fresh and global designs for Indian customers. 

Talking about its design innovations, Dravya said, ‘‘Our Italian creative director Massimiliano Baldoni has been in this industry for about 16-17 years, designing jewelry for top jewelers of the world. He has worked and designed for many well-known brands like Hublot (the watch design brand and has made products for them.

Dravya says that Mayavé collaboration with the Italian designer was to bring a new age design philosophy to everyday jewelry. 

He added, ‘‘We wanted a global lens, new idea and philosophy, and fresh thinking in the jewelry industry.’’

Design: The Fundamental USP of Mayavé

‘‘Design is fundamentally the only thing that differentiate a brand from another, ‘’ says Dravya. ‘‘Lab grown diamonds give Mayavé immense opportunity to innovate as the products have a mixture base material, and the lab-grown diamonds can be cut into different shapes, sizes and cuts.’’

Comparing his jewelry to the natural diamond jewelry segment, he emphasizes that the design innovation for natural jewelry is comparatively limited, as the base material is the same and therefore has much lesser range for variations.

He further describes his logo sharing that the four birds forming the logo reflects the liberation of their design philosophy. The logo showcases how lab-grown diamonds can be designed into various shapes, sizes, cuts and colours, offering a much wider range of choices to the customers. 

He revealed that the brand has over 35-plus unique designs, shapes and cuts, making Mayavé a design-first brand in the jewelry segment.

Power of Sourcing

Dravya further shares the sourcing strategy of the company. He shares that the company sources its diamonds in-house. However, they are not limited to this approach and are flexible to use manufacturing experts to serve variability and uniqueness of designs for their customers.

‘‘We are currently using our growing facility, cutting and polishing facility, and our jewelry manufacturing facility for sourcing our jewelry. But we are open to inviting collaborations and partnerships, adopting various different supply chain angles, and bringing more experts and partners to build on our products,’’ says Dravya.

Omni Channel Strategy

Talking about its omni-channel strategy, Dravya said, ‘‘Mayavé is an offline-centric brand.’’ 

He revealed that the company aims to aggressively expand across multiple locations and plans to open 20 stores by November. But at the same time, the company also wants a robust digital infrastructure for a holistic customer experience.

Lab-Grown Diamond Market in India

Dravya further shares about the lab grown diamond market in India. He discusses that in the last couple of years, he has witnessed that the lab–grown diamond market has grown significantly. According to Future Market Insights, the Indian lab-grown diamond market is valued over USD 400 million in 2026 and aims to expand to over USD 1700 million by 2026, almost quadruple to its existing value. He shares that currently only 1-2 percent of the Indian population are consuming lab-grown diamonds, with tremendous growth opportunities in the future. The key drivers for its growth are design, innovation, and affordable price point, reaching a larger pool of consumers.

He further reveals the misconceptions related to lab-grown diamonds revealing that the lack of education and awareness about the category can sometimes create barriers for customer purchasing. 

He says, ‘‘The only difference between lab-grown diamonds and natural diamonds is the time it takes to form, otherwise chemically and physically the same. Lab-grown diamonds take much less time to form as compared to natural diamonds. We are trying to eliminate the misapprehension regarding lab-grown diamonds vs natural diamonds as the DNA structure for both the segment is same.’’

Future Plans

He concludes that Mayavé aspires to be a brand that not only has a wider reach but also touches the lives of its consumers. The brand not just wants to expand its phygital (physical + digital) presence in India but also expand overseas in the coming time. Dravya shares his vision is to add value for its end consumers, bringing premium experience for them via their stores. The brand aims to offer them ‘new-age’ jewelry that circumnavigate global designs for a large pool of customers.