Firefly Diamonds Celebrates 1st Anniversary with New Collection and National Expansion
Lab-grown diamond jewellery brand Firefly Diamonds is celebrating its first anniversary with the launch of a new collection, an e-commerce website, and plans to expand across India.
In just one year, Firefly has grown from a single store in Mumbai to six boutiques across Mumbai, Pune, Bengaluru, and Hyderabad. Its new website, fireflydiamonds.com, allows customers nationwide to personalise and purchase jewellery online.
Co-founder Adit Bhansali highlighted the brand’s goal of blending technology with personal service, making premium diamond jewellery more accessible. Firefly’s offerings now include:
- Firefly Studio for custom ring design with 360° visuals and live pricing
- Firefly Concierge for at-home trials
- Firefly Family loyalty program
- Old Gold Exchange Service
The new “All Ways You” collection features versatile designs, including a ring-to-pendant convertible piece.
Backed by a 60-year family legacy and $3 million in funding from WestBridge Capital and others, Firefly plans to expand to more Indian cities in 2026 while enhancing its digital presence.