Brands
Daimanté unveils AI-driven green luxury jewellery in India
From AI designs to lab-grown diamonds, this new brand blends tech, ethics and style
PUNE: Daimanté, a new-age label from Caratix Jovella Pvt. Ltd., has stepped into India’s luxury jewellery market with a sharp proposition. Diamonds, it says, belong where technology, ethics and design meet.
Launched in Pune on 13 February 2026, the brand positions itself as an AI-led green luxury house. At Daimanté, every piece begins life as an AI-generated concept inspired by nature, geometry and energy. These digital forms are then interpreted and handcrafted by Indian artisans, ensuring that technology sharpens creativity rather than replacing it.
The result is jewellery that feels contemporary yet considered, polished yet personal.
Conceptualised and manufactured entirely in India, the brand aligns itself with the Make in India vision. From design and diamond cultivation to gold sourcing and finishing, operations remain domestic. It is a deliberate move that supports India’s growing reputation as a global hub for jewellery manufacturing and innovation.
Daimanté makes its debut with Talisman, a pendant-focused collection inspired by ancient symbols of protection, strength and transformation. Reimagined for modern wearers, the pieces are designed to hold meaning as much as shine. Crafted in 14 to 18 carat gold and set with IGI-certified laboratory grown diamonds, the collection starts at Rs 30,000, aiming to make conscious luxury more accessible to younger buyers.
At the core of the brand’s philosophy are laboratory grown Type II-A diamonds created through the CVD process. Chemically and optically identical to mined stones, they offer the same brilliance and durability without the environmental toll of extraction. By eliminating traditional mining, Daimanté reduces land disruption while promising traceability and transparency.
“Technology should expand imagination, not erase human skill,” said Daimanté founder and chief executive officer Sunny Kumar Singh. “AI helps us explore forms that might otherwise remain unseen, but the soul of each piece still comes from the artisan’s hand. The future of diamonds lies not in mining deeper, but in thinking smarter and cleaner.”
All pieces are paired with eco-conscious packaging and come with IGI or SGL certification, BIS hallmarking, and exchange and buyback assurances.
Currently operating as a digital-first brand, Daimanté retails through its online platform and is preparing to open its first physical store in Pune, with plans for phased expansion across key Indian cities. The company also maintains a presence in the United States, signalling its ambition to place Indian designed, responsibly crafted jewellery on the global stage.
More than a label, Daimanté is making a case that luxury can be intelligent as well as indulgent, and that sparkle need not come at the planet’s expense.
Brands
Malaika Arora launches accessories brand Maejoy
The Bollywood star’s lifestyle brand, built with Myntra and Exceed Entertainment, promises aspirational fashion without the high price tag
MUMBAI: Malaika Arora is not the first Bollywood star to put her name on a brand, and she will not be the last. But Maejoy, the accessories label she has launched in partnership with Myntra Jabong India Private Limited (MJIPL) and talent outfit Exceed Entertainment, at least has a sharper pitch than most. The brand drops with 250-plus styles spanning handbags and lab-grown diamond jewellery, two categories that sit squarely in the sweet spot between aspiration and affordability, and lands on Myntra’s platform from day one, putting it in front of millions of shoppers without breaking a sweat.
The handbag range covers the full gamut: crossbody bags, structured shoulder bags, bucket bags, totes, workwear classics, backpacks and clutches, rendered in synthetic leather, raffia, braids, satin, rhinestone and metallic finishes. The jewellery line runs to rings, earrings, pendants, bracelets and tennis bracelets in silver, gold and rose-gold tones, set in 925 sterling silver with IGI and GCI certified lab-grown diamonds. The brand’s guiding philosophy, “The Joy of Being Me,” stakes its claim on individuality and self-expression; its three brand pillars, Authentic, Empowering, Accessible, are the usual suspects, though the lab-grown diamond bet is savvier than it sounds. Lab-grown stones now sell at a fraction of the price of mined ones, and the category is growing fast in India as younger buyers wise up to the arbitrage.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business, or through my personal style, I’ve championed the idea that fashion should be empowering yet effortless. The brand aims to democratise global fashion trends while offering women something that extends the feeling of luxury every day, be it a lab-grown diamond or a perfectly crafted handbag,” said Malaika Arora, founder of Maejoy
MJIPL, the B2B wholesale arm of Myntra, is putting its design and brand-building muscle behind the venture. Suman Saha, chief experience officer and head of house of brands at MJIPL, was bullish on the tie-up.
“Maejoy brings together Malaika Arora’s distinctive style perspective with a strong proposition in the accessible yet elevated accessories space. We believe the brand’s fashion-forward designs and thoughtful positioning will connect strongly with discerning consumers.”
Suman Saha, chief experience officer, head of house of brands, MJIPL
Afsar Zaidi, chief executive of Exceed Entertainment, the talent management firm that helped broker the deal, has worked with MJIPL before and was characteristically direct about what makes Arora an unusually bankable partner.
“Building celebrity-led brands requires a delicate balance of authenticity and market viability. Malaika is a rare talent who commands equal respect as a fashion icon and a savvy businesswoman. We are proud to facilitate this partnership that brings together her creative clout and Myntra’s brand-building excellence,” said Zaidi
Celebrity fashion brands live or die on one question: does the star actually wear it, or is the cheque the only thing they signed? Arora, who has spent three decades as one of Bollywood’s most-watched style references, has at least built a plausible case. Maejoy is live now on www.myntra.com and the Myntra app. The real test, whether shoppers buy the handbag or just the hype, starts today.
