Jewelbox
Jewelbox is a Kolkata-headquartered omnichannel retailer of certified lab-grown diamond jewellery, selling rings, earrings, pendants, and signature Padma Cut pieces to Indian consumers through e-commerce, WhatsApp, and 8 retail stores expanding to 30 by end-2025.
- Company typePrivate
- Founded2021
- HeadquartersKolkata, India
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Jewelbox does
Jewelbox (legally Riyaana Creations Pvt. Ltd.) is a Kolkata-headquartered, India-focused omnichannel retailer of lab-grown diamond jewellery founded in 2021. The company sells IGI- and SGL-certified lab-grown diamonds set in BIS-hallmarked gold (9Kt, 14Kt, and 18Kt, in Yellow, White, and Rose) across rings, earrings, pendants, bracelets, necklaces, mangalsutras, nosepins, and dedicated men's and kids lines. Its core technology differentiator is the Padma Cut, a proprietary signature diamond cut used across a flagship collection.
Jewelbox operates an omnichannel go-to-market combining a proprietary e-commerce platform (jewelbox.co.in), a WhatsApp commerce channel for personalized design quotes and orders, and a growing physical retail network of experience stores. As of April 2025, the company operated 8 stores across 6 cities (with 5 Kolkata locations plus Mumbai, Bangalore, and others), and publicly committed to expanding to 30 stores by year-end 2025, financed primarily by its April 2025 pre-Series A round. Pricing spans approximately ₹6,362 to ₹2,01,283 per piece, with making-charge discounts up to 100%, a loyalty/privilege program, and customer-friendly policies including free shipping, insurance, 15-day returns, and an 80% buyback/100% exchange option.
The revenue model is a one-time direct-to-consumer transaction model targeting women, men, kids, and bridal use cases across India. The company reported FY25 annual revenue run rate of ₹38 crore (~$4.5M), up 137.5% from ₹16 crore in FY24. Customer base is fragmented across individual SMB/consumer buyers with no enterprise or institutional anchors, and the company is venture-backed, having raised a total of approximately $3.65M across a March 2024 JITO-led angel round and the April 2025 V3 Ventures-led pre-Series A.
Jewelbox firmographics
Firmographics- Name
- Jewelbox
- Legal name
- Riyaana Creations Pvt. Ltd.
- Website
- https://jewelbox.co.in
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Jewelbox is a Kolkata-headquartered omnichannel retailer of certified lab-grown diamond jewellery, selling rings, earrings, pendants, and signature Padma Cut pieces to Indian consumers through e-commerce, WhatsApp, and 8 retail stores expanding to 30 by end-2025.
- Ownership category
- akta.pro rank
Jewelbox industry classification
Industry- Product category
- Lab-Grown Diamond Jewelry
- NAICS
- Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991)
- SIC
- Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Diamond Jewelry (CRAKAAAA)
- akta.pro secondary industries
- Lab-Grown Diamond Bridal Jewelry (CRAKACAF), Bridal Diamond Jewelry (Earrings, Necklaces, Bracelets) (CRAKACAD), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)
Keywords
Where Jewelbox is headquartered
LocationHeadquarters
- HQ city
- Kolkata
- HQ country
- India
- HQ region
- Asia
Offices10 records
Markets served
Jewelbox business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct-to-Consumer Lab-Grown Diamond Jewellery Sales: Jewelbox generates revenue through direct sales of lab-grown diamond jewellery to consumers via online e-commerce platform and physical retail stores. Products include rings, earrings, pendants, bracelets, necklaces, mangalsutras, and men's jewellery in 9Kt, 14Kt, and 18Kt gold settings. The company operates on a one-time transaction model with optional making charge discounts and loyalty program benefits.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level diamond jewellery |
| Unit Pricing | Pay-as-you-go | Mid-range lab-grown diamond jewellery (₹10,000-50,000) |
| Unit Pricing | Pay-as-you-go | Premium/solitaire jewellery (₹50,000-2,00,000+) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Jewelbox product offering
Product offeringCore offering
Jewelbox designs, manufactures, and sells lab-grown diamond jewelry directly to consumers through its e-commerce platform and physical retail stores. The product range includes rings, earrings, pendants, bracelets, necklaces, mangalsutras, nosepins, and men's and kids' jewelry, set in 9Kt, 14Kt, and 18Kt gold (yellow, white, rose), with IGI/SGL certified diamonds and BIS hallmarked gold.
Product overview
Jewelbox is a Kolkata-based lab-grown diamond jewelry brand offering a unified omnichannel platform through its e-commerce website and physical retail stores across India. The product portfolio centers on lab-grown diamond jewelry including rings, earrings, pendants, bracelets, necklaces, nosepins, and bangles across multiple collections such as the signature Padma Cut collection, 9Kt Gold Precious collection, Men's collection, Twinkle kids collection, and Infinite Radiance convertible jewelry. Products are available in 9Kt, 14Kt, and 18Kt gold with various diamond cuts (Round, Oval, Princess, Pear, Emerald, Marquise, Heart, Radiant) and carat sizes. The brand operates on an online-plus-physical-store model with experience stores in major Indian cities.
Differentiator
Problem solved
Functional benefit
Products and services
- Lab Grown Diamond Rings Solitaire and everyday rings featuring lab-grown diamonds in various cuts (round, oval, princess, emerald, pear, marquise, heart, radiant) and metal purities (9Kt, 14Kt, 18Kt gold). Targeted at consumers seeking engagement rings, bridal jewelry, and everyday-wear diamond rings.
- Lab Grown Diamond Earrings Studs, danglers, hoops, and solitaire earrings featuring lab-grown diamonds in various styles for men, women, and kids. Offered across 9Kt, 14Kt, and 18Kt gold settings.
- Lab Grown Diamond Pendants Pendant necklaces and solitaire pendants featuring lab-grown diamonds, available with or without chains, for everyday and special-occasion wear.
- Lab Grown Diamond Bracelets & Bangles Tennis bracelets, chain bracelets, bangles, charm bracelets, and mangalsutra bracelets featuring lab-grown diamonds in various gold purities.
- Lab Grown Diamond Necklaces Necklaces including mangalsutras and pendant sets featuring lab-grown diamonds, targeted at bridal and everyday-wear customers.
- Lab Grown Diamond Nosepins Diamond nosepins featuring lab-grown diamonds in various designs for everyday wear and special occasions, particularly suited to Indian bridal and traditional styling.
- Padma Cut Collection Signature diamond cut collection exclusive to Jewelbox, featured in rings and other jewelry pieces using the proprietary Padma Cut.
- Men's Collection Diamond jewelry designed for men including rings, studs, and bands for daily wear, office wear, formal occasions, and gifting.
- Twinkle by Jewelbox (Kids Collection) Fine jewelry for children featuring lab-grown diamonds, charms, studs, and playful designs themed around cars, butterflies, flowers, and enamel pieces for gifting and special occasions.
- Secretly Yours Collection Engravable jewelry pieces featuring lab-grown diamonds designed for personalized gifting and sentimental purchases.
- Infinite Radiance Collection Convertible jewelry pieces featuring lab-grown diamonds that can be styled in multiple ways for different occasions.
- 9Kt Gold Precious Collection Everyday luxury jewelry in 9Kt gold featuring lab-grown diamonds, targeting accessible price points for everyday-wear customers.
Quantifiable outcome
- 137.5% revenue growth from Rs 16 crore to Rs 38 crore ARR in FY25
Companies that use Jewelbox
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
Jewelbox technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Jewelbox partnerships and signals
Strategic signalScale indicators5 records
Recent moves5 records
Expansion highlights5 records
Jewelbox competitors and assessment
Company assessmentDirect peers
- CaratLane: Titan-backed D2C omnichannel diamond and gold jewellery brand in India with strong online presence and physical stores. Closely comparable on product mix, omni-channel model, and Indian consumer targeting.
- BlueStone: India-based D2C fine jewellery platform with online store and growing offline retail footprint. Directly competes with Jewelbox across rings, earrings, pendants and bridal occasion jewellery.
- Melorra: D2C lightweight gold and diamond jewellery brand targeting modern Indian consumers with everyday and occasion wear. Comparable on omni-channel D2C model, lightweight pricing strategy and digital-first discovery.
- GIVA: India-based D2C jewellery brand offering gold, silver and diamond jewellery (including lab-grown) with strong omnichannel and social commerce presence. Comparable in target demographic, price band and omni-channel execution.
- Limelight Diamonds: India-focused lab-grown diamond fine jewellery brand with online-first model. Directly comparable as an LGD-native competitor pursuing the same Indian consumer and occasion-driven use cases.
Emerging players
- Avira Fine Jewellery: Early-stage India-based lab-grown diamond jewellery brand with overlapping product categories (rings, earrings) and similar value proposition around sustainable, affordable diamond jewellery.
Broad incumbents
- Tanishq (Titan): India's largest jewellery retailer by footprint and brand trust, owned by Titan Company. Competes with Jewelbox across the full bridal and fine jewellery category and has begun launching lab-grown diamond offerings, representing a well-capitalized incumbent threat.
- Mia by Tanishq: Titan's lightweight, modern D2C/offline jewellery line targeting younger women with everyday and occasion diamond jewellery. Overlaps with Jewelbox on price band, demographic and omni-channel approach.
- Malabar Gold & Diamonds: One of the largest traditional jewellery retailers in India with extensive physical footprint. Represents the established, trust-led incumbent model against which Jewelbox's omni-channel approach must compete, especially in bridal.
- Diamond Foundry: Vertically-integrated lab-grown diamond producer and brand with own retail and wholesale channels. Comparable on lab-grown category positioning, though operates globally and more upstream than Jewelbox's retail-focused model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Jewelbox social profiles
Digital presenceJewelbox compliance and trust
Trust signalCompliance3 records
Jewelbox financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jewelbox leadership team
Management profileNumber of profiles
Profiles2 records
Jewelbox funding detail
Funding detailFunding overview
Funding rounds2 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jewelbox M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Jewelbox
What does Jewelbox do?
Jewelbox designs, manufactures, and sells lab-grown diamond jewelry directly to consumers through its e-commerce platform and physical retail stores. The product range includes rings, earrings, pendants, bracelets, necklaces, mangalsutras, nosepins, and men's and kids' jewelry, set in 9Kt, 14Kt, and 18Kt gold (yellow, white, rose), with IGI/SGL certified diamonds and BIS hallmarked gold.
Is Jewelbox a public or private company?
Jewelbox is a private company. It is classified as venture growth investor backed and is currently operating.
When was Jewelbox founded?
Jewelbox was founded in 2021. It employs 101 to 250 people.
Where is Jewelbox based?
Jewelbox is headquartered in Kolkata, India, in the Asia region.
How does Jewelbox make money?
One revenue line is on record: direct-to-Consumer Lab-Grown Diamond Jewellery Sales.
Who are Jewelbox's main competitors?
Direct peers on record are CaratLane, BlueStone, Melorra, GIVA and Limelight Diamonds. Avira Fine Jewellery is listed as an emerging player. Broad incumbents are Tanishq (Titan), Mia by Tanishq, Malabar Gold & Diamonds and Diamond Foundry.
Does Jewelbox have an API?
No public API is recorded for Jewelbox.
What industry is Jewelbox in?
Jewelbox's product category is Lab-Grown Diamond Jewelry. Its primary akta.pro industry code is CRAKAAAA, Diamond Jewelry, with a secondary code of CRAKACAF, Lab-Grown Diamond Bridal Jewelry. Its NAICS code is 458310 and its SIC code is 5944.