Lab-grown diamond jewellery startup So/Facet has raised Rs 10 crore in a seed funding round led by consumer-focused investment firm Sauce, as it prepares to launch online and expand into physical retail stores across India.
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The round also saw participation from Mokobara co-founders Sangeet Agrawal and Navin Parwal, the Chona family office behind HOCCO Ice Creams, Haleon India Subcontinent president Kedar Lele and Moonshot co-founder Devaiah Bopanna.
The investment marks Sauce’s first entry into the lab-grown diamond jewellery segment.
Founded in 2026 by former Unilever executives Aarushi Agrawal Naulakha and Abhishek Naulakha, So/Facet plans to use the funds for brand development, product design, technology, recruitment and expansion across online and offline retail channels.
The startup is set to launch online in November 2026 and aims to open more than 30 premium retail stores over the next three years.
So/Facet is seeking to position diamond jewellery as a form of personal expression and everyday wear, rather than something associated primarily with weddings, engagements and other traditional celebrations.
The startup plans to introduce six collections featuring in-house designs and what it said are International Gemological Institute (IGI)-certified lab-grown diamonds.
Its So/Me collection will feature shapes such as stars and butterflies, while So/Pop will combine diamonds with colourful, stackable enamel charms. The So/Icon range will focus on sculptural jewellery designs.
The startup is also developing a retail model that will integrate its digital platform with physical stores, allowing customers to discover, purchase and upgrade jewellery across both channels.
According to So/Facet, more than 200 potential customers have joined its pre-launch waitlist.
“Lab-grown diamonds have transformed the category’s economics, but few brands have reimagined what diamonds can mean,” said Manu Chandra, managing partner at Sauce.
The investment comes amid growing interest in India’s lab-grown diamond jewellery market, where startups and established retailers are expanding their presence.
According to consultancy Wazir Advisors, India’s lab-grown diamond market was estimated at Rs 3,452 crore ($400 million) in the financial year 2024-25 and is projected to reach Rs 5,179 crore ($600 million) by 2027-28, representing annual growth of about 14%.
Several companies in the sector have secured funding to support their expansion.
In July 2026, Aukera raised Rs 90 crore in debt financing in a round led by Alteria Capital, with participation from InnoVen Capital, Lighthouse Canton and a bank. The funding followed a $15 million equity round led by Peak XV Partners.
The same month, Limelight Lab Grown Diamonds secured Rs 275 crore in a strategic funding round led by its promoters, the Bhathwari Group, alongside jewellery industry partners and franchise partners.
