Lab-grown diamonds, once seen as a niche alternative, are now making waves in the bridal jewellery segment. With their affordability and ethical appeal, these diamonds are challenging the dominance of natural diamonds in wedding collections.
Disha Shah, founder of DiAi Designs, shares insights on how her brand is leveraging lab-grown diamonds to create bespoke pieces that cater to modern brides seeking both elegance and individuality.
Diamond World (DW): Lab-grown diamonds are still an unusual choice for bridal jewellery, as it is a domain where natural diamonds dominate. How has DiAi Designs positioned lab-grown diamonds for bridal collections, and what has been the response from customers so far?
Disha Shah (DS): Lab-grown diamonds have become a popular choice in the bridal space this year due to their astonishing price difference. While some still prefer natural diamonds because the proportion of gold offsets the diamond price gap, we take a different view. Lab-grown diamonds allow customers to experiment, and achieve their dream designs without compromise. For instance, an entire solitaire bridal necklace in natural diamonds might be out of reach for 99% of people. With lab-grown diamonds, such designs become far more accessible. We anticipate even greater adoption next year as more customers recognize the benefits LGD diamond jewellery offers.
DW: Bridal jewellery often reflects deeply personal stories. How has DiAi Designs incorporated personalization into pieces such as the #LoveStoryMangalsutra, or other bridal jewellery offerings?
DS: At DiAi Designs, we understand that brides seek something unique, tailored to their vision. Some know exactly what they want, while others feel overwhelmed by the endless options in the market. This inspired us to launch the Bridal Styling Service in 2023, shortly after I experienced the bridal process myself. This service offers a personalized, holistic experience, both for the bride, and her family. Our #LoveStoryMangalsutra is part of the Celebrate Your Story collection, designed as a minimal and wearable symbol of the couple’s journey.
DW: DiAi Designs recently expanded into the US market with a dedicated website. What unique challenges and opportunities have you encountered in introducing lab-grown bridal jewellery to an international audience?
DS: Bridal jewellery in the US is very different from India’s. In the West, simpler styles, such as tennis necklaces, dominate, whereas grand, statement designs are preferred in India. Keeping these preferences in mind, we have carefully curated the wedding section on our website. Additionally, our Bridal Styling Service is accessible globally through virtual appointments, ensuring every bride can enjoy a personalized experience, no matter where she is.
DW: For a relatively new brand, achieving 100% growth in sales, and building a strong repeat customer base is significant. What strategies have been most effective in driving this growth, particularly in the bridal segment?
DS: When we launched DiAi Designs in 2018, the lab-grown diamond market was in its infancy, and finding minimal, yet elegant, fine jewellery was rare. We carved out a niche catering to modern women. Over the years, more players have entered the market, but we take pride in our superior customer service. Whether it is a small-ticket item, or a bridal masterpiece, we ensure every customer feels valued. Our focus on fine jewellery styling and personalization has been key to our growth.
DW: As someone who comes from a family of diamond jewellers, what key insights from your background have shaped the way you approach creating bridal jewellery with lab-grown diamonds?
DS: Designing bridal jewellery — whether with lab-grown or natural diamonds — requires a deep understanding of proportions. Balancing gold, diamonds, and coloured stones ensures the piece is both a value buy and wearable. It is this balance that transforms a design into something timeless, and my background has been instrumental in honing this approach.
