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The Direct Answer

Elevé Diamonds is not a brand that merely draws inspiration from the Tibarumal name. It is a direct, family-owned extension of Tibarumal Jewels — the same house, the same family, the fourth generation at the helm.

Elevé is a premium precision-grown diamond jewellery brand by Tibarumal Jewels, combining over 100 years of jewellery craftsmanship heritage with forward-thinking sustainability. That description, taken straight from the brand itself, tells you everything about where Elevé sits in the Tibarumal story: it is not a licensee, not a spin-off in the distant sense, but a deliberate evolution of the same family enterprise that has operated out of Hyderabad since 1920.

For buyers researching the brand before making a purchase — whether that’s a diamond engagement ring or a diamond necklace — this lineage matters. It answers the question of whether the trust built over a century actually travels with the product. It does.

How the Tibarumal Legacy Began

Tibarumal Gupta followed his passion for precious stones and landed in Hyderabad around 1915–16. Known as the City of Pearls, Hyderabad has traditionally been a trading centre for jewellery and precious stones. In 1920, Sri Tibarumal Gupta launched a jewellery firm in Hyderabad, India. The timing was deliberate — Hyderabad under the Nizams was one of the wealthiest courts in the world, and its appetite for fine jewellery was unmatched.

What truly sets the brand apart is its deep connection with history; the brand served the 7th Nizam of Hyderabad, Osman Ali Pasha. That royal patronage shaped the firm’s design sensibility for generations. Serving the house of the Nizam of Hyderabad gave Tibarumal Jewellers a distinct edge in the jewellery business. It helped them understand refined royal tastes and inspired them to explore how craftsmanship and design could evolve with greater richness and sophistication over time.

The second generation carried the firm forward. Rooted in a deep commitment to creativity and the pursuit of beauty, the legacy of Sri Tibarumal Gupta was carried forward by his son, Mr. Ram Bharos Gupta. Under his leadership, the name “Tibarumal” became synonymous with authenticity, elegance, and unmatched quality. Then came the third generation: in 1988, the legacy was transferred to Pankaj, who introduced modern design ideas while continuing to focus on gemstones that make the brand distinct. Under his creative direction, the company continued producing handcrafted jewellery inspired by classic Indian and Nizami aesthetics.

By 2026, Tibarumal Jewellers is an over 100-year-old heritage brand that continues to uphold tradition, premium quality and craftsmanship while adapting to changing customer preferences and technology. That adaptability is precisely what gave rise to Elevé.

Where Elevé Fits: The Fourth Generation’s Move

The origin story of Elevé Diamonds is specific enough to be worth telling in full, because it explains why the brand exists and why it carries the Tibarumal weight behind it.

“One day, a client came to us with a diamond she had bought elsewhere. When I examined it, I realised it was a lab-grown diamond, but the jeweller who sold it didn’t even know that,” says Trishank. “That incident made me think about the future of the industry.” He began exploring ways to source the best lab-grown diamonds and how to make them more accessible.

Trishank Gupta is the fourth generation of the Tibarumal family. Eventually, in 2025, the company launched Elevé Diamonds, a separate lab-grown diamond brand under Tibarumal Jewellers with Trishank as the managing director. Led by fourth-generation scion Trishank Gupta and Prajay Maganlal, Elevé represents Tibarumal’s evolution from a heritage label into a contemporary brand with global ambitions.

The intent behind the brand, in Trishank’s own words, was clear from the start. “Elevé began as a way to serve the community that has always trusted Tibarumal Jewels. Over time, it has grown into its own brand, a tribute to the century-old name, tradition, and legacy of Tibarumal’s quality. Having grown up surrounded by jewellery and wanting to create something fresh and meaningful, Elevé became the perfect blend of heritage and modern style, a brand that connects with today’s generation while honouring the past.”

And design direction continues to be shaped by Pankaj Gupta, Tibarumal’s creative visionary, whose signature aesthetic influences Elevé’s collections. So the creative thread running from the Nizam-era workshops to today’s Elevé showrooms is not metaphorical — it is a literal family lineage, with the same people involved across generations.

What Elevé Diamonds Actually Offers

At the core of Elevé’s philosophy is the use of ethically produced, above-ground CVD-grown diamonds, each precision-cut and IGI-certified, paired with handcrafted settings made by artisans nurtured in Tibarumal’s rich design tradition. This fusion ensures that while the diamonds come from advanced technology, the artistry remains rooted in heritage.

The brand’s offering includes the Nizam line, inspired by royal motifs, Victorian and Polki interpretations, and coloured stone pieces that reimagine traditional designs for contemporary tastes. Those design references are not accidental — the Nizam influence traces directly back to the firm’s royal patronage in the 1920s, now expressed through lab-grown stones rather than mined ones.

Designed around the idea of “relatable luxury”, Elevé aims to connect with a diverse customer base — from young professionals seeking everyday wear to families and global shoppers who prioritise sustainability, craftsmanship, and accessible elegance.

For buyers in Hyderabad, the physical presence is already substantial. The Tibarumal family operates six stores in total, including one of Tiraa, and five of Elevé Diamonds. Elevé Diamonds has opened stores across Hyderabad, strengthening its growing footprint in South India. Located in some of the city’s fastest-evolving premium residential and professional hubs, the stores bring Elevé’s contemporary fine jewellery experience closer to modern customers.

Beyond Hyderabad, the brand has international ambitions. Hyderabad-based Elevé Lab Diamonds has raised ₹14 crore so far and is in talks for another ₹10 crore to fuel retail and tech-led expansion. That kind of capital activity signals a brand building seriously, not one coasting on a famous family name.

For anyone considering lab grown diamond earrings or a diamond pendant from Elevé, the practical implication is this: the certification is IGI, the diamonds are CVD-grown, and the craftspeople setting those stones have been trained within the same Tibarumal tradition that once dressed Hyderabad’s royalty.

Why the Heritage Question Matters for Buyers

There is a reasonable amount of confusion in the market, partly because the Tibarumal name now appears across several distinct entities — Tiraa by Tibarumal, Tibarumal Ramnivas, Tibarumal and Sons, and Elevé Diamonds, among others. These are separate businesses, some run by different branches of extended family, others by different descendants entirely. The Tibarumal surname in Hyderabad jewellery is, at this point, a broader ecosystem rather than a single firm.

Elevé Diamonds sits specifically within the Pankaj Gupta branch of the family — the same line as the original Tibarumal Jewels flagship. According to Gupta, Elevé was conceived as an extension of the trust Tibarumal has built over generations. That trust has a measurable basis: they strongly believe in institutional memory, and many employees have been with them for 15–20 years, while several artisans have worked with the family for generations.

So when a buyer asks whether Elevé Diamonds is “really” part of the Tibarumal family — the answer is an unambiguous yes. It is the fourth-generation, lab-grown diamond arm of the original Tibarumal Jewels business, founded in 2025, led by Trishank Gupta, and shaped by the same creative direction that has defined the house for over a century. The brand name may be new. The people behind it are not.