Hyderabad-based lab-grown diamond jewellery brand Elevé Diamonds has acquired Karimnagar Diamonds, a professional men’s Twenty20 franchise competing in the Sreenidhi University TG20 tournament in Telangana. The brand is using the cricket team as a platform to introduce and promote its men’s jewellery collection.
The association between the jewellery brand and the franchise was established when the team was named Karimnagar Diamonds. According to Trishank Gupta, Founder and Managing Director, Elevé Diamonds, and Co-owner, Karimnagar Diamonds, the name was chosen to align the two businesses around attributes associated with diamonds and sport.
The new men’s jewellery range includes bracelets, chains and rings, which have been worn by members of the Karimnagar Diamonds squad as part of the product launch campaign.
Gupta said the decision to work with cricketers instead of conventional celebrity endorsers was intended to highlight sporting talent and present men’s jewellery through a different consumer touchpoint.
The campaign features players including Chandan Sahani, Shubham Sharma, Ashish Srivastav, Sathwik Reddy and Abdul Adnan. Elevé said the initiative has contributed to increased interest in its men’s jewellery category.
The development comes as men’s jewellery expands beyond occasion-led purchases, with bracelets, chains and rings increasingly being positioned as everyday accessories, according to the company.
Elevé Diamonds was launched in 2025 by Tibarumal Jewels, the Hyderabad-based heritage jewellery house. The lab-grown diamond brand currently has stores in Kompally, Kokapet, Khajaguda, Warangal, Coimbatore and Banjara Hills.
The franchise acquisition and men’s jewellery launch combine sports ownership with category-led product marketing, giving Elevé an additional channel to build visibility for its men’s jewellery offering.
