So/Facet raises Rs 10 crore to sell lab-grown diamonds as daily wear

So/Facet, a new lab-grown diamond jewellery brand co-founded by Aarushi Agrawal Naulakha and Abhishek Naulakha, has raised Rs 10 crore in a seed funding round led by the venture capital firm Sauce, the company announced on October 19, 2026. The brand plans to sell diamonds as everyday accessories rather than only for weddings and engagements. It will launch online in November 2026 and aims to open more than 30 premium stores within three years.

Diamonds in India have long been bought for big occasions: engagements, weddings and gifts that are meant to last a lifetime. So/Facet is betting on a different habit, that younger buyers, many of them working women, will buy diamond jewellery for themselves and wear it every day, the way they buy a watch or a bag. Lab-grown diamonds make that pitch possible. They are made in factories instead of being mined, and they cost less than mined stones, which lets a brand sell diamond pieces at prices closer to everyday fashion.

The founding team is part of the story. Aarushi Agrawal Naulakha co-founded the company with Abhishek Naulakha, and both come from consumer-goods backgrounds. Building a jewellery brand on design, marketing and online selling is a different route from the traditional jewellery shop. The investors are notable too: the co-founders of the consumer brand Mokobara are among the backers, which fits the plan to build a lifestyle brand, not just a diamond seller.

The money is modest for a jewellery company, and the business has not yet launched. The real test will come from November, when the brand starts selling online: whether people buy everyday diamond pieces at the prices offered, whether they come back, and whether the store expansion can be paid for.

For women considering careers or businesses in fashion and jewellery, the round shows that investors are backing design-led brands in categories such as fine jewellery. It also shows how a clear idea, here diamonds for everyday self-purchase, can attract seed money before a product is even on sale.

So/Facet at a glance Item | Detail Founded | 2026, by Aarushi Agrawal Naulakha and Abhishek Naulakha Funding | Rs 10 crore seed, led by Sauce Product | lab-grown diamond jewellery, six collections, IGI-certified stones Launch | online in November 2026 Store plan | more than 30 premium stores within three years

Short-term: The brand will use the money to finish its product range, hire staff and prepare for its online launch in November 2026.

Long-term: If it succeeds, So/Facet could help shift diamond buying towards everyday self-purchase and add to competition among lab-grown diamond brands for young urban buyers.

Who is affected: Young and working women who buy jewellery for themselves, other lab-grown diamond and jewellery brands, traditional jewellers, and designers and workers in the jewellery trade.

Questions and Answers