Beyond Diamonds: How ONYA Is Rethinking Fine Jewellery

Fine jewellery is evolving as consumers look beyond traditional designs for pieces that reflect their individuality, lifestyle and aesthetic preferences. Lab grown diamonds are contributing to this shift, opening up new possibilities in how diamond jewellery is designed and experienced. For Bengaluru-based ONYA, founded by Himani Yadav, this presents an opportunity to build a fine jewellery brand around contemporary design, craftsmanship and technology-led innovation.

In approximately 20 months since its launch, ONYA has expanded to eight flagship stores across Bengaluru, Pune and Hyderabad, developed a portfolio of more than 4,000 unique designs and reported 100% year-on-year revenue growth. Its collection of lab-grown diamond rings spans contemporary, solitaire and distinctive setting-led designs, alongside earrings, bracelets, pendants, necklaces and men’s jewellery. Combining design variety with an in-store shopping experience, ONYA gives customers more ways to explore fine jewellery that reflects their personal style.

Design Innovation and Craftsmanship: Inside the ONYA Signature Collection

ONYA’s design philosophy is particularly evident in its ONYA Signature Collection, inspired by Neoclassical architecture. Drawing on the symmetry, proportions and structured forms associated with this architectural style, the collection translates these influences into contemporary jewellery, balancing distinctive visual details with the timeless appeal of fine jewellery.

The collection spans more than 100 products and includes patented collet designs. Its recognisable aesthetic extends across different jewellery pieces, giving customers options that reflect their personal style while reinforcing ONYA’s design identity.

Another key innovation is the patented ONYA Setting, developed in-house to optimise light reflection and enhance diamond brilliance. The setting combines the functional considerations of diamond positioning with the aesthetic details of the surrounding collet. Through proprietary design elements, ONYA aims to differentiate its jewellery through construction and craftsmanship, rather than competing solely on diamond specifications or price.

ONYA also has in-house capabilities across design and computer-aided design (CAD), supporting the development of different silhouettes, settings and product variations. Its jewellery features IGI-certified VVS EF lab-grown diamonds set in BIS-hallmarked gold, with options in 14K and 18K gold. Customer policies include lifetime exchange and buyback options, alongside a 15-day return window, according to the company’s stated policies.

Growing Across India: Retail Expansion, Investment and Festive Offers

ONYA’s eight flagship stores across Bengaluru, Pune and Hyderabad allow customers to explore designs in person and understand diamond settings with guidance from the retail team. The company plans to expand through company-owned and franchise stores while continuing to invest in online shopping and personalisation.

Its customer base has grown from 1,466 to 6,388, representing more than 300% growth. ONYA reports a Net Promoter Score (NPS) of 74 and has expanded its team from 18 to 63 employees, with in-house capabilities across design, CAD, marketing, finance, fulfilment and other core functions.

The company recently raised ₹12.5 crore in a Pre-Series A funding round led by Divisa Family Office, with existing investor ZeroPearl VC also participating. Following an earlier ₹5.5 crore seed investment, the new capital is expected to support retail expansion, online and personalisation capabilities, and research and development in jewellery design and manufacturing. ONYA has also reported reaching ₹3.5 crore in monthly revenue within approximately 20 months of inception.

Ahead of Diwali and Dhanteras, ONYA is promoting its annual flagship sale, ODD 2026 (ONYA Dhanteras Day), offering up to 50% off on diamond value. The festive offer gives customers an opportunity to explore the brand’s lab-grown diamond jewellery across rings, earrings, bracelets, pendants and necklaces for personal purchases and gifting. Applicable terms and conditions govern the promotion.

For ONYA, the festive initiative complements its wider focus on design, craftsmanship and customer experience. From the architectural influences of the Signature Collection to its contemporary jewellery designs, the brand is bringing its product portfolio into focus during one of India’s key jewellery-shopping periods.

“We don't see lab-grown diamonds simply as an alternative to mined diamonds. We see them as an opportunity to rethink how modern fine jewellery is designed, experienced and purchased,” says Himani Yadav, Founder and CEO of ONYA. “Fine jewellery shouldn't be locked away for rare occasions. It should be lived in, cherished and worn as an expression of personal identity.”

As ONYA continues to expand across India, the brand is placing design innovation, craftsmanship and customer experience at the centre of its proposition, with lab-grown diamonds and its distinctive Signature Collection shaping its approach to modern fine jewellery.