Lab-grown diamond jewellery brand Emori made a strong appearance on Shark Tank India Season 5, where the founders walked the sharks through their vision of building an affordable, transparent jewellery brand for modern Indian consumers.
Founded in 2023 by Arushi Jain, Emori positions itself as an online-first brand focused on lab-grown diamonds that are third-party certified and priced clearly.
During the pitch, the founders highlighted that a 1-carat lab-grown diamond is priced at around ₹32,000, significantly lower than natural alternatives, with jewellery prices starting at ₹50,000 and premium pieces going up to ₹3–3.5 lakh.
The brand currently offers 600+ ring designs across 14-carat and 18-carat purity, along with a lifetime warranty.
Sharing traction, the team revealed that Emori operates through a mix of online (42%) and offline (58%) sales, with its sole physical store located in Sector 67, Gurugram.
The store sees a 45% walk-in conversion rate, while the brand reports an average order value of ₹59,000 and a 12% repeat rate over 12 months.
Emori manages a lean inventory model split evenly between ready-to-ship and made-to-order pieces, with inventory turning over 10 times a year.
On the financial front, the founders shared that Emori closed FY24–25 with ₹4.5 crore in revenue and has already crossed ₹6.2 crore in FY25–26, targeting ₹13 crore by the end of the fiscal year.
The company expects to post an EBITDA of ₹80 lakh with margins improving to 6%, up from around 2% earlier. Until the show, Emori had been completely bootstrapped.
For the deal, the founders initially asked for ₹75 lakh for 1% equity, valuing the company at ₹75 crore. After negotiations, a deal was finalised with Anupam Mittal and Amit Jain, Namita Thapar, and Ritesh Agarwal, who together invested ₹3 crore for 6% equity, bringing the final valuation to ₹50 crore.
With fresh capital in the bank, Emori plans to open new stores in Noida and Delhi, strengthen inventory, and scale its presence in India’s growing lab-grown diamond jewellery market.
