Startup Funding
Two lab-grown diamond jewellery brands, Emori and True Diamond, went head-to-head on Shark Tank India Season 5, but only one walked away with an investment. Founded by Arushi Jain, Emori positions itself as an affordable lab-grown diamond jewellery brand targeting millennials and Gen Z. Launched in September 2023, the brand offers jewellery in 18K and 14K gold, provides a lifetime warranty, and operates with an online-first approach, with 42% of its business coming digitally. Emori currently runs one physical store and is fully bootstrapped. During the pitch, Jain sought Rs 75 lakh for 1% equity, valuing Emori at Rs 75 crore. She highlighted an impressive inventory turnover of 10x and 12 percent repeat rate. The brand has over 600 ring designs, positioning it as one of the largest online ring catalogues in its segment. While Namita Thapar praised the packaging and designs, Aman Gupta criticised Emori’s brand storytelling, calling its website and Instagram presence “boring.” Despite ...