“Our traffic jumped 30X when our Shark Tank India episode aired,” reveals lab-grown diamond brand Emori’s founder on Startup Pedia podcast

During her appearance on Startup Pedia’s podcast, Arushi Jain, the founder of lab-grown diamond brand Emori, revealed that after their Shark Tank India episode went live on Sony TV, the website traffic increased by 30X.

Prior to this, when the episode went live on Sony LIV, the brand saw a traffic spike of only 3X.

“It was amazing to see those numbers. We started getting a lot of reach-outs on text. There were many enquiries. But we didn’t get as many calls, which we were hoping for. I think that has got to do with the category, because we operate in a premium space, and impulse buy is not really a thing here,” Arushi Jain told Jameel Akhtar, host and co-founder of the Startup Pedia podcast.

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“DAILY QUERIES WENT UP BY FOUR TIMES”

While Emori was getting close to 20-25 daily queries before the Shark Tank India episode went live, it is now receiving at least 80-100 every day.

These leads are converting faster as well, according to Arushi Jain.

“Now there is an increased brand trust, too. Customers who reach out tell us that they saw us on television. Even old customers are calling up and congratulating us,” she said.

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AN UPWARD GRAPH FOR LAB-GROWN DIAMONDS

On being questioned whether lab-grown diamonds enjoy social acceptance, the Emori founder said that the trend is changing steadily and in line with the growing awareness.

“It has been a slow game, but now it is growing quite rapidly. We have taken leaps and bounds in the last one year,” she stated.

“It will take close to one or two more years for this industry to reach full social acceptance. Now, the biggest of the biggest brands have entered the lab-grown diamond market. Even the ones that were shying away from entering this market just one year ago,” Arushi Jain said, responding to when she believes lab-grown diamonds will become a normal, friction-free choice.

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ABOUT EMORI

Founded in 2023, Emori is a Gurugram-based online-first lab-grown diamond brand that was established by Arushi Jain. Previously, she held top-level positions at OYO and has also worked as a political consultant.

With affordable and ethical lab-grown diamonds, the brand offers a variety of products such as necklaces, bracelets, earrings, and engagement rings. It also has physical stores in Gurugram as well as Noida.

On Shark Tank India Season 5, Arushi Jain secured funding of Rs 3 crore for 6% equity at a company valuation of Rs 50 crore.

Currently, Emori competes with brands like GIVA, Palmonas, True Diamond, and House of Quadri.

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THE INDIAN LAB-GROWN DIAMOND INDUSTRY 

According to reports, the Indian lab-grown diamond jewellery market was valued at $264.5 million in 2022. It is estimated that the industry sales will climb at a CAGR of 14.8% over the next ten years. 

By 2033, the total market size is anticipated to reach a value of $1,192.3 million.