This Lab-Grown Diamond Brand Just Stole the Spotlight on Shark Tank India

New Delhi, India,  25th January, 2026 – In Shark Tank India Season 5, where valuation debates often dominate the room, Arushi Jain, founder of lab-grown diamond brand Emori, delivered a rare combination of clarity, confidence, and commercial depth.

The episode featured an intense “match-off” between two lab-grown diamond brands—Emori and True Diamond—but it was Arushi’s composure and sharp understanding of her numbers that ultimately set her apart. Her journey from Chandigarh to Goldman Sachs, and eventually to the Shark Tank, reflects the rise of a new generation of Indian founders—globally trained, execution-focused, and unapologetically ambitious.

Building “Zero-Risk” Sustainable Luxury

Launched in September 2023, Emori operates at the intersection of sustainable luxury and affordability. Lab-grown diamonds are chemically and physically identical to mined diamonds but come at a fraction of the cost—making them especially attractive to millennials and Gen Z consumers.

A one-carat lab-grown solitaire from Emori costs roughly ₹32,000, compared to several lakhs for a natural diamond.

Emori’s Business Proposition

• Product portfolio: Over 600 ring designs in 14K and 18K gold

• Trust & transparency: Lifetime warranty, transparent pricing, and third-party certification from SGL, GIA, and IGI

• Strong traction: ₹4.5 crore revenue in FY25, with projections to cross ₹13 crore in the current fiscal year

Arushi entered the Tank seeking ₹75 lakh for 1% equity, valuing Emori at ₹75 crore.

A Founder With Blue-Chip Credentials

When Anupam Mittal questioned whether she was trying to “prove something,” Arushi’s response stood out for its quiet confidence.

“I’m not trying to prove anything to anyone. I’m doing this for myself. Everyone in my family runs a business.”

Her background reflects deep professional rigor:

• Education: Engineering from Panjab University, MBA from IIM Calcutta

• Corporate experience: Investment banking at Goldman Sachs, financial and political consulting (including the 2017 UP Assembly Elections), and six years at OYO in marketing and business development

The Match-Off: Emori vs True Diamond

While True Diamond impressed with creative storytelling and unique designs, the Sharks raised concerns around clarity and operational efficiency. In contrast, Emori’s inventory turnover of nearly 10x annually and capital-efficient model resonated strongly with the panel.

Although Aman Gupta felt Emori’s branding lacked excitement, other Sharks—including Namita Thapar, Ritesh Agarwal, and Amit Jain—saw a scalable and profitable business.

The Deal: A Four-Shark Vote of Confidence

After intense negotiations, Arushi declined a solo offer and secured a multi-shark deal:

• Investors: Amit Jain, Anupam Mittal, Namita Thapar, and Ritesh Agarwal

• Final deal: ₹3 crore for 6% equity, valuing Emori at ₹50 crore

• Notable commitment: Anupam Mittal invested ₹1.5 crore for 3% equity

The deal underscored strong belief in Emori’s fundamentals rather than hype-driven branding.

Why Lab-Grown Diamonds Are Going Mainstream in 2026

Emori’s success mirrors a broader shift in India’s jewellery market. By early 2026, lab-grown diamonds have moved from niche alternatives to mainstream choices.

What’s Next for Emori?

With ₹3 crore in fresh capital, Emori plans to expand beyond its Gurugram presence at AIPL Joystreet Mall, with upcoming flagship stores in Noida and Delhi.

Arushi Jain’s vision is clear: to make Emori the preferred diamond brand for young Indians who want luxury without ethical compromise—or an inflated price tag.

As Shark Tank India Season 5 has shown, in 2026, numbers plus narrative may be the most powerful combination of all.