So/Facet, a lab-grown diamond jewellery startup founded by former Unilever executives Aarushi Agrawal Naulakha and Abhishek Naulakha, has raised ₹10 crore in its first funding round from investors led by consumer-focused investment fund Sauce.
The round also saw participation from Mokobara co-founders Sangeet Agrawal and Navin Parwal, the Chona family office behind HOCCO Ice Creams, Haleon South Asia president Kedar Lele and Moonshot co-founder Devaiah Bopanna.
The investment marks Sauce’s first bet on the lab-grown diamond jewellery market.
India’s lab-grown diamond market was worth ₹3,452 crore ($400 million) in FY25 and is expected to grow to ₹5,179 crore ($600 million) by FY28, according to Wazir Advisors. This translates into an annual growth rate of 14%.
So/Facet plans to use the funds for marketing, product design, technology, hiring and expansion across online and physical stores. The company plans to launch online in November 2026 and open more than 30 premium retail stores over the next three years.
Unlike traditional diamond jewellery brands that focus heavily on weddings, engagements and anniversaries, So/Facet wants to position its products as purchases for everyday wear and personal milestones.
The startup plans to launch six collections featuring lab-grown diamonds certified by the International Gemological Institute (IGI). Its designs include unconventional diamond cuts, sculptural jewellery and colourful enamel accents.
The collections include So/Me, featuring shapes such as stars and butterflies; So/Pop, which combines diamonds with stackable enamel charms; and So/Icon, which focuses on sculptural designs.
The company is also developing a retail model that combines online shopping with physical stores, allowing customers to discover, buy and upgrade their jewellery across both channels. It said it has already built a pre-launch waitlist of more than 200 potential customers.
“Lab-grown diamonds have transformed the category’s economics, but few brands have reimagined what diamonds can mean,” said Manu Chandra, managing partner at Sauce.
Founded in 2026, So/Facet is entering a market for diamonds produced in laboratories rather than extracted through mining. The company will initially focus on online sales before expanding into physical retail.
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