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The company aims to redefine sustainability and accessibility in the jewellery sector.
COLUXE has secured early-stage funding from leading investors (friends and family) and the company is also in talks with VCs to raise another round of funds soon.
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Known for her expertise in scaling digital-first businesses and shaping consumer behaviour, Priyanka is the founder and CEO of COLUXE and moves on from Kalaari to launch her new venture.
Taking an omnichannel approach, COLUXE will offer contemporary designs focusing on collections built around the classic suite of jewellery, from solitaire rings, pendants, earrings, tennis bracelets and necklaces to thematic collections around the zodiac, gifting and manifestation and the iconic cult COLUXE signature pieces.
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The key differentiator for COLUXE the company claims will be its technology-led focus on customisation and innovating new mechanisms allowing multi-use settings and personalisation through AI.
“We are on the cusp of a once-in-a-lifetime opportunity. Mass-scale adoption of new consumer behaviour does not happen often. It is happening in the fine jewellery sector. Today, no one is defining the new reality for fine jewellery at a pan-India level. COLUXE is that sector-defining brand,” Gill said.
She shared COLUXE’s vision and mission stating that COLUXE aims to be India’s best-loved lab-grown diamond and gemstone jewellery omni-channel brand.
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“LGDs are as beautiful as mined diamonds, maybe more so, as they are sustainable and ethical. They are visually and molecularly identical to their mined counterparts, making them a beautiful, rational choice for aspirational consumers who want more.”
“Diamonds should be for everyone. With this mission, COLUXE will revolutionise luxury in India, defining the future of fine jewellery as a generational brand built on immersive storytelling and experiences,” Priyanka said.
The company plans to launch digitally in May 2025, followed by flagship retail expansion in July, tapping into India’s $50 billion fine jewellery market.
The brand claims it is the first national LGD jewellery brand with a strong retail and digital presence and on offer are AI-powered virtual try-ons, multi-setting designs, and personalised jewellery experiences.
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High-quality lab-grown diamonds will be sourced and crafted via third party vendors.
COLUXE will also focus on building the brand through certification, consumer education across all touchpoints and offering certification, traceability, and client-friendly returns and exchange policies.
First Published: Feb 4, 2025 12:24 PM IST
