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A Century of Credibility Walks Into the Lab

Most lab grown diamond brands in India launched in the last four or five years. Many are well-funded, design-savvy, and digitally sharp. But almost none of them can point to a jeweller who dressed the Nizam of Hyderabad.

The Tibarumal name traces back to the early 1920s, when Sri Tibarumal Gupta launched a jewellery firm in Hyderabad and went on to serve the Nizams and nobles of the city. The first store opened near the iconic Charminar, in the heart of Hyderabad’s historic trading district. That is not a marketing footnote — it is a provenance story that spans four generations and over a hundred years of continuous operation in one of India’s most discerning jewellery markets.

And now, that same house has entered the lab grown diamond space. With Elevé Diamonds, Tibarumal Jewels — one of South India’s most respected century-old jewellery houses — has launched a lab grown diamond brand aimed at future-forward consumers in India and abroad, combining artisanal legacy with CVD innovation.

For buyers in Hyderabad, Bengaluru, or Mumbai who are navigating a crowded, noisy market full of new entrants, that backstory is worth pausing on.

The Trust Problem in India’s Lab Grown Diamond Market

Many consumers still misunderstand lab grown diamonds, and building trust in certification and authenticity remains a core challenge for the category. That confusion is understandable. Since there are so many lab diamond jewellery companies out there, every brand claims certification, fair pricing, and good quality — but not all of them deliver the same experience once you look closely.

The Indian jewellery buyer, particularly in cities like Hyderabad where multi-generational jewellery relationships are the norm, tends to use brand history as a shortcut for trust. It is probably the most reliable shortcut available. A brand that has been operating since 1920, that has survived economic cycles, partition, post-independence transitions, and the shift to modern retail, has been tested in ways that a four-year-old D2C startup simply has not.

The lab grown diamond market in India is still maturing — some brands will grow significantly, some will pivot, a few new ones will emerge. But the fundamentals of what makes a jewellery purchase worth trusting — expertise, transparency, certification, and genuine after-sales care — those don’t change.

This is exactly where the Tibarumal lineage gives Elevé Diamonds a structural advantage that money alone cannot manufacture.

What Four Generations of Craft Actually Means for Your Diamond Jewellery

Heritage is easy to claim. What makes the Tibarumal connection meaningful for Elevé buyers is that it is not just a logo or a brand story — it shapes how the jewellery is actually made.

Elevé’s product strategy is rooted in ethical, above-ground CVD-grown diamonds, precision-cut and IGI-certified, set in jewellery handcrafted by artisans trained in Tibarumal’s lineage — ensuring that while the diamonds come from modern technology, the soul of the craftsmanship remains human and heritage-driven.

Design direction continues to be shaped by Pankaj Gupta, Tibarumal’s creative visionary, whose signature aesthetic influences Elevé’s collections. That matters for buyers who want something beyond a generic solitaire setting. The brand’s offering includes the Nizam line, inspired by royal motifs, along with Victorian and Polki interpretations — design languages that most lab grown diamond brands in India have not touched, because they lack the craft vocabulary to execute them well.

Elevé is a premium precision-grown diamond jewellery brand by Tibarumal Jewels, combining over 100 years of jewellery craftsmanship heritage with forward-thinking sustainability. The result is a collection of lab grown diamond rings, diamond necklaces, and diamond earrings that carry the weight of that design tradition — not just the price advantage of the technology.

And the price advantage is real. Lab grown diamonds offer 60–75% savings versus mined stones of comparable grade, with the gap widening significantly at higher carat weights. When that saving is paired with handcrafted settings from a house that has been perfecting its craft for a century, the value proposition becomes genuinely difficult to match.

Why Hyderabad Buyers Should Pay Attention — And Why Bengaluru and Mumbai Are Catching Up

Hyderabad is often described as a mini-India — over the past century, people from many regions including Rajasthan, Haryana, Gujarat, West Bengal, and Tamil Nadu have settled in the city. Because of this diverse mix of communities, the jewellery demand here reflects a wide range of styles, which has greatly benefited Tibarumal.

That breadth of taste is precisely why a brand rooted in Hyderabad’s jewellery culture is well-positioned to serve it. Elevé understands the Hyderabadi buyer’s expectation of quality — the city’s relationship with fine jewellery goes back to the Nizams, and buyers here tend to know the difference between well-set stones and rushed craftsmanship.

But the brand’s ambitions extend well beyond its home city. Established in 2025, Elevé has already opened flagship stores in Kokapet, Kompally, and Warangal, with further national and overseas expansion planned for 2026. For buyers in Bengaluru and Mumbai who are increasingly shopping for lab grown diamond jewellery online, Elevé’s combination of accessible luxury pricing and a verifiable hundred-year pedigree addresses the two biggest friction points in the purchase decision: cost and credibility.

India’s lab grown diamond market is entering a high-growth phase as demand accelerates — once niche, lab grown diamonds are edging into mainstream retail. In that context, buyers across India’s major metros are actively looking for brands they can trust with a significant purchase. A brand backed by a century of Hyderabad jewellery history is a reasonable answer to that search.

The Certification Question — and Why It Is Not Enough on Its Own

Never buy a diamond — natural or lab grown — without a certificate. In India, trust is everything. Look for IGI or GIA certification: these are international labs that grade diamonds. Elevé’s diamonds are IGI-certified, which means every stone comes with an independent grading report covering cut, colour, clarity, and carat weight.

But certification, while necessary, is table stakes in 2026. Most reputable brands now certify their stones. The differentiating question is what sits around the diamond — the setting quality, the metal purity, the after-sales relationship, and the design sensibility. This is where a heritage house earns its place in the conversation.

As Elevé’s CEO Prajay Maganlal put it: “Luxury today isn’t about indulgence, it’s about intention. I see it every day in our customers — they want beauty that feels good, not just looks good. At Elevé, we’ve reimagined the experience of the family jeweller, where trust and warmth meet exquisite design and modern craftsmanship.”

That framing — the family jeweller reimagined — is probably the most honest way to describe what the Tibarumal legacy adds to the lab grown diamond equation. It is not nostalgia. It is a specific, earned expertise in understanding what Indian buyers want from a fine jewellery purchase: a piece that will be worn, admired, and passed on. Whether you are looking at engagement rings or a diamond pendant for a significant occasion, that expertise shapes every decision from stone selection to final setting.

For buyers in Hyderabad, Bengaluru, and Mumbai who are weighing their options in a market that now has dozens of lab grown diamond brands, the Tibarumal heritage is not just a nice story. It is a verifiable, hundred-year track record — and in the jewellery business, that is about as solid a trust signal as exists.