South Indian fine jewellery brand Tibarumal Jewels has expanded its presence in the lab-grown diamond market with the launch of its new label Elevé Diamonds. The move marks Tibarumal Jewels’ shift from a heritage jewellery brand to expanding into the contemporary, global market.

 
“Elevé began as a way to serve the community that has always trusted Tibarumal Jewels,” said Elevé Diamonds’ co-founder and managing director Trishank Gupta in a press release. “Over time, it has grown into its own brand, a tribute to the century-old name, tradition, and legacy of Tibarumal’s quality. Having grown up surrounded by jewellery and wanting to create something fresh and meaningful, Elevé became the perfect blend of heritage and modern style, a brand that connects with today’s generation while honouring the past. In simple words, with Elevé, we’re not just continuing the family tradition; we’re elevating it.”
 
Based in Hyderabad, Elevé Diamonds has debuted with flagship stores in Kokapet, Kompally, and Warangal, and has plans to open at more locations. Next year, the brand will expand internationally with the aim of building a strong global presence.

“Luxury today isn’t about indulgence, it’s about intention,” said the brand’s CEO Prajay Maganlal. “I see it every day in our customers; they want beauty that feels good, not just looks good. At Elevé, we’ve reimagined the experience of the family jeweller, where trust and warmth meet exquisite design and modern craftsmanship. Every collection is thoughtfully created to make our jewellery feel closer, more personal, and effortlessly accessible, an experience that celebrates both brilliance and conscience.”
 
Elevé Diamonds uses advanced CVD (Chemical Vapor Deposition) technology to create its lab-grown diamonds, which are IGI-certified. The brand targets the accessible luxury segment of the market and counts collections including ‘Nizam’ and ‘Victorian Polki.’