LIMIRA’s ‘Not His, Not Hers, Just Yours’ — Lab-Grown Diamonds Skip the Gender Aisle
~ LIMIRA debuts as a design-led, e-commerce-only lab-grown diamond jewellery brand with a gender-neutral pitch — “Not His, Not Hers, Just Yours” — into India’s No. 2 diamond jewellery market ~
Surat, September 2026: LIMIRA has entered India’s jewellery market as a design-led, lab-grown diamond brand built entirely around e-commerce, skipping physical retail for a digital-first buy that puts design, individuality and transparency at the centre.
The timing is deliberate. India is now the world’s second-largest diamond jewellery market, accounting for 12% of global demand, up from 10% in 2019, per the 2025 De Beers India Diamond Acquisition Study. LIMIRA’s answer is everyday diamond wear — not only milestones — in 9KT and 14KT rose, yellow and white gold, framed by a gender-neutral design language captured in its line: “Not His, Not Hers, Just Yours.”
Four debut collections carry the story: Orbit (sister and female-friendship bonds), Fortuna (horseshoe / luck), Ember (designs beyond labels) and Eterne (what stays across chapters). Together they pitch jewellery as personal signature rather than occasion-only armour.
Rashmi Gajera, CEO, LIMIRA, said: “We believe diamonds should not be reserved only for milestones and celebrations. They can be part of an individual’s everyday signature, reflecting who they are, how they feel and how they choose to express themselves. LIMIRA was created to rethink not only the jewellery itself, but the experience of discovering and buying it. Our e-commerce-only model allows us to put design, individuality and transparency at the centre of that experience, while lab-grown diamonds open up new possibilities for how consumers engage with diamond jewellery.”
Marketing take: When India’s diamond demand is climbing and category codes still split “his” and “hers,” LIMIRA bets the aisle itself is the outdated SKU — e-commerce-only, lab-grown, and gender-neutral as the new everyday luxury cue.
