Tibarumal Jewels Introduces Elevé Diamonds, Marking a Significant Entry into the Lab-Grown Diamond Sector

Tibarumal Jewels, one of South India’s most revered jewellery brands with over 100 years of legacy, has officially ventured into the lab-grown diamond category with the launch of Elevé Diamonds. The initiative represents a strategic expansion for the historic retailer, merging its renowned craftsmanship with cutting-edge CVD technology to cater to modern, value-conscious consumers in India and abroad.

Led by fourth-generation successor Trishank Gupta along with Prajay Maganlal, Elevé signals the brand’s transition into a contemporary, design-focused label with global aspirations. Since its establishment in 2025, Elevé has opened flagship stores in Kokapet, Kompally, and Warangal, with nationwide and international growth planned for 2026.

Elevé centres its identity on ethically created, above-ground CVD diamonds that are precision-cut and IGI-certified, paired with artisanal settings crafted by designers and craftsmen shaped by Tibarumal’s long-standing heritage. The result blends technological innovation with traditional artistry.

Under the creative guidance of Pankaj Gupta, Elevé’s collections feature a diverse design language, including Nizam-inspired pieces, modern interpretations of Victorian and Polki styles, and vibrant gemstone designs, offering a fresh perspective on classic themes.

Positioned as “relatable luxury,” the brand seeks to engage a wide audience—from young professionals looking for stylish everyday jewellery to families and international buyers who value sustainability, fine craftsmanship, and attainable luxury.

With its emphasis on contemporary design, ethical sourcing, and modern retail experiences, Elevé Diamonds represents a transformative step for Tibarumal Jewels, uniting heritage and innovation to shape a future-forward jewellery brand.