Mouni Roy Joins Ivana Jewels as the Face of Its Lab-Grown Diamond Collection

Ivana is planning an ambitious expansion, aiming to launch 150 stores across India by March 2030. While it currently has a strong presence in North and Central India, the brand is set to enter the South Indian market in the coming year.

As lab-grown diamonds continue to grow in appeal among the younger generation, Ivana is bolstering its reach through both physical outlets and online platforms to meet the rising demand for accessible and eco-friendly jewellery.

The brand’s latest advertising campaign stars Mouni Roy and is titled “See it. Wear it. Believe it.” Rather than focusing solely on technical details of lab-grown diamonds, the campaign highlights what today’s consumers truly value—unique design, personal style, and self-expression. It emphasizes how jewellery can be an intimate and joyful extension of one’s identity.

Ayushi Jindal, co-founder of Ivana, shared:
“This campaign with Mouni is all about celebrating authenticity and individuality—key values that Ivana proudly represents.”

Ivana has recently secured Rs 2 crore in seed funding from Avinya Ventures and has its sights set on a major growth milestone—boosting its revenue to Rs 60 crore by FY26. The brand operates through a hybrid retail strategy that includes both company-owned and franchise stores, with 12 to 15 new locations expected in the current fiscal year.

In response to the increasing interest in lab-grown diamonds among younger shoppers, Ivana continues to strengthen its footprint across India via both offline and digital channels, offering a stylish, sustainable alternative in fine jewellery.