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Tibarumal Jewels, a storied name in South Indian fine jewellery, has officially launched a new label: Elevé Diamonds, dedicated to lab-grown diamonds. The move marks a significant shift, as the heritage jeweller steps confidently into the modern, sustainable luxury market.
Heritage Meets Innovation
Elevé Diamonds isn’t just a spin-off — it’s a carefully crafted tribute to Tibarumal’s century-old legacy. As Trishank Gupta, co-founder and managing director of Elevé, put it: “We’re not just continuing the family tradition; we’re elevating it.”
By harnessing CVD (Chemical Vapor Deposition) technology, Elevé creates lab-grown diamonds that are IGI-certified, meaning they match mined diamonds in quality but are produced in a more ethical, eco-conscious way.
Designs That Reflect Legacy
Elevé’s design DNA comes from Tibarumal’s traditional expertise, with creative direction led by Pankaj Gupta, a veteran in the family business. Its first collections include:
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Nizam, a royal-inspired line
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Victorian Polki designs with a vintage feel
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Colour-stone jewellery that reimagines classic aesthetics in a modern context
Redefining Luxury for a New Generation
For CEO Prajay Maganlal, Elevé represents a reimagined take on family jewellery traditions:
“Luxury today isn’t about indulgence, it’s about intention … beauty that feels good, not just looks good.”
He emphasizes that Elevé’s pieces are meant to be personal, accessible and deeply trusted — marrying Tibarumal’s familial brand experience with refined craftsmanship.
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