So/Facet, a lab-grown diamond jewellery startup founded by former Unilever executives Aarushi Agrawal Naulakha and Abhishek Naulakha, has raised INR 10 crore in a seed funding round led by consumer-focused investment firm Sauce. The investment marks Sauce’s first entry into the lab-grown diamond jewellery category and will support the brand’s launch and expansion plans.

The funding round also saw participation from Mokobara co-founders Sangeet Agrawal and Navin Parwal, the Chona family office, Haleon South Asia President Kedar Lele, and Moonshot co-founder Devaiah Bopanna.

So/Facet plans to launch online in November 2026, followed by an omnichannel expansion combining digital sales with physical retail. The company aims to open more than 30 premium stores within three years, initially focusing on India before exploring international markets, including the Middle East.

The capital will be deployed towards brand building, product design, technology development, hiring and retail expansion. The company has developed six in-house collections featuring IGI-certified lab-grown diamonds, including designs incorporating unconventional cuts, coloured diamonds and stackable jewellery.

The founders are positioning the brand around personal expression and everyday wear, moving beyond the traditional association of diamond jewellery with engagements, weddings and other milestone occasions. The company has also developed a pre-launch waitlist of more than 200 prospective customers.

The investment comes as lab-grown diamond jewellery brands seek to establish differentiated identities through design, branding and retail experiences, amid continued pressure on lab-grown diamond prices and intensifying competition in the category.