Réia Diamonds — Business Analysis Report
Generated: June 23, 2026 Source: https://reia.diamonds/ + public search
1. Company Basics
| Field | Detail |
|---|
| Company Name | Réia Diamonds (Prapanjj Diamonds Private Limited) |
| Website | https://reia.diamonds/ |
| Domain | reia.diamonds |
| Industry | Lab-Grown Diamond Jewellery |
| Sub-category | D2C Fine Jewellery (Engagement Rings, Everyday Jewellery) |
| Founded | 2023 / 2024 (some sources) |
| Founders | Prapanjj S K Kota (CEO), Jacob Mathew (CFO), Ashwanth Ramesh (CMO) |
| Headquarters | 11th Main Rd, 4th T Block East, Jayanagar, Bengaluru, Karnataka 560011 |
| Company Type | Private (D2C Startup) |
| Email | official@reia.diamonds |
| Tagline / Positioning | "Lab Grown Diamond Jewellery" — everyday fine jewellery for the modern woman |
2. What Is Réia Diamonds?
Réia Diamonds is a Bengaluru-based lab-grown diamond jewellery brand that designs, manufactures, and sells certified lab-grown diamond jewellery directly to consumers through its D2C website and physical retail stores. The brand positions itself in the "everyday fine jewellery" segment — offering IGI-certified lab-grown diamond rings, earrings, pendants, necklaces, bracelets, and bangles at accessible price points.
The brand's core value proposition centres on ethical luxury: lab-grown diamonds offer the same brilliance and physical properties as mined diamonds without the environmental and social costs. Réia emphasises BIS-hallmarked gold, lifetime exchange and buyback policies, and a 7–14 day customisation service that lets customers design bespoke engagement rings with CAD renders and at-home consultations.
Réia operates an omnichannel model combining e-commerce (Shopify-powered website) with a growing physical retail footprint. As of mid-2025, the brand announced a 12-city expansion plan and has scaled to approximately 18 stores across multiple Indian states including Karnataka, Tamil Nadu, and Assam.
3. Founding Journey & Timeline
| Year | Milestone |
|---|
| 2023 | Company founded by Prapanjj S K Kota, Jacob Mathew, and Ashwanth Ramesh in Bengaluru |
| 2024 | Launched D2C website (reia.diamonds) on Shopify; opened flagship store in Jayanagar, Bengaluru |
| 2024 | Expanded retail to Coimbatore (RS Puram) and Guwahati (Fancy Bazaar) |
| 2025 (July) | Announced 12-city expansion plan across India |
| 2025 (October) | Raised ₹2 crore (~$230K) in pre-seed funding led by Dinesh Talera & family (Mysore Saree Udyog) and Venture Catalysts |
| 2025 | Scaled to ~18 stores across multiple Indian states; launched Carat Club membership programme |
| 2026 | Continued expansion; Dickenson Road (Bengaluru) and Cross Cut Road (Coimbatore) stores operational |
4. Geographic Presence
| Aspect | Detail |
|---|
| HQ | Bengaluru, Karnataka |
| Primary Market | India (pan-India online + urban retail) |
| Physical Locations | ~18 stores across Bengaluru, Coimbatore, Guwahati, and other cities (12-city expansion underway) [Medium confidence] |
| Online Reach | Pan-India shipping via D2C website |
| International | Not confirmed |
5a. Audience Device Composition (CrUX Form Factors)
Data source: Chrome User Experience Report (CrUX), via cruxvis.withgoogle.com Latest data period: 2026-05-24 – 2026-06-20
Device Split Overview
| Metric | Value |
|---|
| Latest Period | 2026-05-24 – 2026-06-20 |
| Phone | 77.3% |
| Desktop | 14.1% |
| Tablet | 8.7% |
| Mobile:Desktop Ratio | 5.5:1 |
| Primary Device | Phone (mobile-dominant) |
Recent Trend (8-week)
| Period | Phone | Desktop | Tablet |
|---|
| 2026-04-05 – 2026-05-02 | 95.2% | 4.8% | 0.0% |
| 2026-04-12 – 2026-05-09 | 94.7% | 5.3% | 0.0% |
| 2026-04-19 – 2026-05-16 | 90.6% | 8.3% | 1.1% |
| 2026-04-26 – 2026-05-23 | 84.0% | 14.8% | 1.2% |
| 2026-05-03 – 2026-05-30 | 74.8% | 25.3% | 0.0% |
| 2026-05-10 – 2026-06-06 | 70.3% | 29.7% | 0.0% |
| 2026-05-17 – 2026-06-13 | 77.0% | 20.5% | 2.5% |
| 2026-05-24 – 2026-06-20 | 77.3% | 14.1% | 8.7% |
Key Findings
- Dominant device: Phone is the primary device, but the share has dropped significantly from ~95% in early April to ~70-77% in June — a notable shift.
- Desktop surge: Desktop share rose from ~5% in April to ~25-30% in late May, suggesting increased high-consideration research traffic (engagement ring buyers researching on desktop/laptop).
- Tablet anomaly: Tablet jumped to 8.7% in the most recent week (2026-05-24 to 2026-06-20) after being near 0% for months — this may be a data anomaly or a small campaign driving tablet traffic.
- Implication: The brand should ensure both mobile and desktop experiences are optimised. The growing desktop share suggests buyers are doing serious research on larger screens before visiting stores or purchasing online. Mobile-first remains critical but desktop experience (larger imagery, comparison tools) is increasingly important.
5. Customer Type
| Segment | Details |
|---|
| Primary | Women aged 25–40 purchasing engagement rings and everyday fine jewellery |
| Secondary | Men buying engagement/anniversary gifts; couples shopping together |
| B2B/Institutional | Not confirmed (no wholesale/B2B section on website) |
| Gifting | Dedicated gifting collections (Diwali, Wedding, Birthday, Rakhi, Anniversary, House-warming, etc.) |
| Demographics | Urban, digitally-savvy Indian consumers; middle-to-upper-middle income; value-conscious but design-driven |
6. Founders & Team
| Field | Detail |
|---|
| Founders | Prapanjj S K Kota (CEO), Jacob Mathew (CFO), Ashwanth Ramesh (CMO) |
| Founder Background | Prapanjj — entrepreneur with prior industry experience; Jacob — Chartered Accountant; Ashwanth — marketing/brand building |
| Employee Count | ~47 [Medium confidence] |
| Hiring Activity | 2 open positions (Store Level roles); departments: Marketing, Design, Inventory, Finance, Customer Relations, Business Development |
Key Team Members (from Meet the Team page)
| Name | Role |
|---|
| Disha Jain | Creative Director |
| Vasavi Modi | Visual Lead |
| Akshay Kumar | Video Editor |
| Avni KC | Copy Writer |
| Chitaranjan | Graphic Designer |
| Priya Nagendran | Marketing Associate |
| Nadeem Khan | Head of Security & Physical Operations |
| Muskan Jain | Head Merchandiser |
| Sahana Ajay | Head of CAD Design |
| Abhilash | CAD Designer |
| Sujata Suryawanshi | Head of Inventory Operations |
| Imran | Inventory Controller |
| Easa Rakesh | Inventory Executive |
| Sampath VV | Head Accountant |
| Manoj Nayaka | Accountant |
| Athul Raj | Head of Customer Relations |
| Kartik | Head of Business Development |
7. Revenue & Financials
| Aspect | Detail |
|---|
| Revenue (exact) | Not publicly disclosed |
| Estimated Revenue | Not calculable from public data — too early-stage for meaningful estimates [Low confidence] |
| Revenue Growth | Not publicly available |
| E-commerce Revenue Share | Significant (D2C website is primary channel alongside retail stores) |
| Funding Status | ₹2 crore (~$230K) pre-seed round (October 2025); led by Dinesh Talera & family + Venture Catalysts |
| Authorized Capital | Not publicly available |
8. Business Model
| Revenue Stream | Description |
|---|
| D2C E-commerce | Online sales of lab-grown diamond jewellery via Shopify website |
| Physical Retail | Owned flagship stores across major Indian cities |
| Customisation/Design | Bespoke engagement ring design service (7–14 day turnaround) |
| Carat Club Membership | Annual membership at ₹9,999 + GST — zero making charges, savings up to ₹2,500/gm of gold |
| Lifetime Exchange & Buyback | Value retention service (brand differentiator, not direct revenue) |
9. Manufacturer or Reseller?
Réia Diamonds operates as a branded manufacturer/designer — the company designs its own jewellery, uses CAD rendering for custom orders, and works with lab-grown diamond suppliers. The website claims "BIS Hallmarked Jewellery" and "Certified Diamonds" (IGI certification). The brand does not appear to be a reseller of other brands' products.
10. Physical Store vs. Online Focus
| Channel | Est. Revenue Share | Details |
|---|
| D2C Website | ~40–50% [Low confidence] | Primary online channel; Shopify-powered |
| Physical Stores | ~50–60% [Low confidence] | ~18 stores; flagship experience centres with at-home consultation capability |
| B2B/Institutional | Not confirmed | No evidence of wholesale operations |
11. Price Tier
| Category | Price Range | Positioning |
|---|
| Engagement Rings | ₹30,000 – ₹2,00,000+ | Accessible premium |
| Earrings | ₹5,000 – ₹50,000 | Mid-range everyday wear |
| Pendants | ₹5,000 – ₹40,000 | Mid-range |
| Necklaces | ₹15,000 – ₹1,00,000+ | Mid-to-premium |
| Bracelets & Bangles | ₹10,000 – ₹95,000 | Mid-range |
| Carat Club Membership | ₹9,999/year | Value programme |
Overall positioning: Accessible fine jewellery — significantly lower than traditional mined diamond brands (Tanishq, CaratLane) while maintaining certification and quality guarantees.
12. Products & Categories — Full Catalog
| # | Category | Products | SKU Count |
|---|
| 1 | Engagement Rings | Solitaire, Halo, Three-Stone, Vintage, Designer, Daily Wear, Coloured Diamonds, etc. | ~400+ |
| 2 | Rings | Solitaire, Cocktail, Everyday Bands, Designer, Traditional, Eternity | ~200+ |
| 3 | Earrings | Studs, Hoops, Danglers, Solitaire, Designer, Jhumkas, Huggies | ~200+ |
| 4 | Pendants | Solitaire, Heart, Designer, Traditional, Mangalsutra, Everyday | ~150+ |
| 5 | Necklaces | Solitaire, Tennis, Layered, Traditional, Designer, Everyday | ~150+ |
| 6 | Bracelets & Bangles | Tennis, Floral, Traditional, Designer, Flexible, Charm | ~150+ |
| 7 | Special Collections | Chromatique, Signature Heritage, Bold Cuts, For Her, For Him, Modern Muse, Classics | Included above |
| 8 | Gifting | Wedding, Diwali, Birthday, Anniversary, Rakhi, House-warming, etc. | Cross-category |
Total SKU Count: 1,256 unique product URLs in sitemap [High confidence — source: sitemap_products_1.xml]
Hero / Best-Sellers (from homepage features)
- Twisted Halo Diamond Engagement Ring
- Dazzling Round Cut Diamond Luxury Ring
- Elegant Solitaire Diamond Stud Earrings
- Intricate Leaf Cluster Diamond Bangle
- Radiant Halo Split Diamond Ring (₹94,875 — Carat Club pricing)
- Regal Princess Diamond Proposal Ring (₹52,000 — Carat Club pricing)
13. Product-Market Fit Signals
| Signal | Evidence |
|---|
| Strong unit economics | Lab-grown diamonds offer 50–70% cost savings vs natural diamonds at equivalent quality |
| Repeat purchase potential | Everyday wear positioning + Carat Club membership drives loyalty |
| Customisation demand | 7–14 day bespoke service with CAD renders; at-home consultations |
| Growing retail footprint | 12-city expansion plan signals confidence in offline demand |
| Customer testimonials | Website features dedicated customer stories and couple testimonials |
| Social proof | 9K+ Instagram followers; active content creation (524 posts) |
| Market tailwind | India's lab-grown diamond market estimated at $2.8B in 2025, growing at 15.4% CAGR |
14. Major Catalog Gaps
| Gap | Opportunity | Effort to Fix | Impact if Fixed | Realistic for Brand? |
|---|
| No men's dedicated collection | "For Him" engagement rings exist but limited everyday men's jewellery (only studs, rings, bracelets) | Medium | Medium — growing men's jewellery market in India | Yes |
| No gemstone-diamond hybrid collections | Some emerald/diamond pieces exist but no systematic coloured gemstone + lab-diamond collections | Medium | Medium — appeals to non-traditional buyers | Yes |
| Limited price transparency on website | Product pages don't show prices without adding to cart or visiting store | Low | High — reduces friction for online buyers | Yes |
| No virtual try-on | No AR/VR try-on feature for online shoppers | High | Medium — engagement rings are high-consideration purchases | Maybe (cost vs. benefit) |
| Limited international shipping | No evidence of global shipping capability | Medium | High — NRI/PIO demand for Indian jewellery | Yes (gradually) |
15. Reviews & Product Quality Signals
| Source | Signal |
|---|
| Website Reviews | Dedicated "Customer Testimonials and Stories" section — couples featured with photos and narratives |
| Quality Claims | IGI-certified diamonds, BIS-hallmarked gold, lifetime exchange & buyback |
| Common Praise | Design quality, ethical positioning, customisation experience, value for money |
| Common Complaints | Not publicly available — no Trustpilot/Google Reviews data collected |
16. Digital Channel Presence & Stats
| Platform | Presence | Details |
|---|
| D2C Website | ✅ | reia.diamonds (Shopify) |
| Amazon | ❌ | Not confirmed |
| Flipkart | ❌ | Not confirmed |
| Meesho | ❌ | Not confirmed |
| Blinkit (Quick Commerce) | ❌ | Not applicable for jewellery |
| Zepto (Quick Commerce) | ❌ | Not applicable |
| Swiggy Instamart | ❌ | Not applicable |
| Mobile App | ❌ | Not confirmed |
| WhatsApp Business | ✅ | Integrated (footer link + Carat Club signup) |
Website Tech Stack
| Component | Technology |
|---|
| E-commerce Platform | Shopify (confirmed via HTTP headers: powered-by: Shopify, cdn.shopify.com) |
| Theme | Custom (Theme ID: 155906113688) |
| CDN | Cloudflare (confirmed via cf-ray header) |
| Payment | Not confirmed (likely Razorpay/Stripe — standard for Indian Shopify stores) |
| Hosting | Shopify (primary), Cloudflare (CDN/Security) |
| Security | Cloudflare WAF, reCAPTCHA, HSTS, CSP headers |
| Email | Microsoft 365 (MX: reia-diamonds.mail.protection.outlook.com) |
| DNS | GoDaddy (ns51.domaincontrol.com, ns52.domaincontrol.com) |
| Analytics | Google Analytics, Shopify Analytics |
Website Age / Last Redesign
- Domain registered: 2026-06-19 (SOA serial) — recent domain registration/transfer
- Active since: ~2023/2024 based on company founding
17. Social Media Presence
| Platform | Handle (actual URL) | Follower Count | Notes |
|---|
| Instagram | https://www.instagram.com/reiadiamonds/ | 8,993 | 524 posts; active content; reels and stories. From footer. |
| Facebook | https://www.facebook.com/reiadiamonds | Not confirmed | Linked in footer. |
| LinkedIn | https://in.linkedin.com/company/reiadiamonds | 1,055 | Active with funding/expansion announcements. From search. |
| YouTube | https://www.youtube.com/@reiadiamonds | 62 | 79 videos. From footer. |
| X/Twitter | Not found | — | Not linked in footer; not confirmed via search. |
| Pinterest | Not found | — | Not linked in footer. |
| TikTok | Not found | — | Not confirmed. |
| WhatsApp | https://wa.me/916360580124 | — | Business chat link in footer. |
Source notes: Instagram handle from footer; LinkedIn from search; Facebook/YouTube from footer links.
18. Estimated Ad Spend
| Channel | Est. Monthly Spend | Methodology |
|---|
| Meta (Instagram/Facebook) | ₹1.5–3 lakh/month [Low confidence] | Meta Ads Library shows ~36 active ads (20 visible in first page). Ads running since Dec 2025 with recent ads from Jun 2026. Ad types include video ads for engagement rings, store visit promotions, and brand awareness. Estimated based on ~36 active ad sets × ₹5,000–8,000/ad set/month for a pre-seed D2C brand. |
| Google Ads | Unable to determine | Not searched via Google Ads Transparency. |
| Amazon Ads | N/A | Not on Amazon. |
| Influencer/Creator | Likely low-moderate | Instagram shows organic influencer partnerships and UGC-style content. No branded content partnerships confirmed via Meta Branded Content search. |
| Total Estimated | ₹1.5–3 lakh/month | Pre-seed stage startup; likely focused on Meta performance marketing + organic social. |
Note: The Meta Ads Library (publicly accessible, no login required) shows Réia has been running ads consistently since December 2025, with the most recent ads launched in June 2026. Ad creatives focus on engagement ring consultations, store visits (Jayanagar flagship), and brand storytelling. Given the brand's pre-seed funding stage (₹2 crore raised in October 2025), ad spend is likely conservative and performance-focused.
19. Competitors
Direct Competitors
| Competitor | Overlap Area |
|---|
| Limelight | Lab-grown diamond jewellery, engagement rings (cited as direct competitor by Tracxn) |
| GIVA | Lab-grown diamond jewellery, everyday fine jewellery |
| Fiona Diamonds | Lab-grown diamond jewellery, engagement rings |
| Emori | Lab-grown diamond jewellery, accessible pricing |
| Nivara Diamonds | Lab-grown diamond jewellery |
| Lukson | Lab-grown diamond jewellery |
| Jewelbox | Lab-grown diamond jewellery |
Tertiary Competitors
| Competitor | Overlap Area |
|---|
| CaratLane | Fine jewellery, engagement rings (natural + lab-grown) |
| Tanishq | Premium jewellery, trust/heritage positioning |
| Blue Nile | Online diamond jewellery (lab-grown + natural) |
| Brilliant Earth | Ethical/sustainable fine jewellery |
20. Market Position
| Aspect | Position |
|---|
| Segment | Accessible lab-grown diamond fine jewellery |
| Rank | Emerging player — not yet top-5 in India's LGD market |
| Differentiation | 12-city retail expansion, Carat Club membership, zero-making-charges model, BIS hallmark + IGI certification |
| Market Share | Negligible (early-stage startup in $2.8B market) |
| Brand Perception | Modern, ethical, accessible — "born from feeling, not tradition" |
21. Key Differentiators
- Lab-grown + certified: IGI-certified diamonds with BIS-hallmarked gold — quality assurance at accessible prices
- Zero making charges: Carat Club membership eliminates traditional jewellery markups (₹2,500/gm gold savings)
- 7–14 day customisation: Bespoke engagement ring design with CAD renders and at-home consultations
- Lifetime exchange & buyback: Unique value retention guarantee
- Rapid retail expansion: 12-city flagship store rollout — targeting 18+ stores
- Omnichannel model: D2C website + physical stores + WhatsApp commerce
- Modern brand identity: Design-forward aesthetic targeting younger Indian consumers
22. Category Tailwinds
| Trend | Impact on Réia |
|---|
| India's LGD market growing at 15.4% CAGR (2025–2035) | Direct tailwind — expands addressable market |
| Rising ethical/sustainability consciousness among Indian consumers | Lab-grown positioning aligns with values |
| Increasing online jewellery purchases | D2C website captures digital-first buyers |
| Declining stigma around lab-grown diamonds | Social acceptance growing, especially for engagement rings |
| Gold price volatility | Lab-grown diamonds decouple jewellery value from gold/diamond commodity fluctuations |
| Premiumisation of everyday wear | "Everyday fine jewellery" positioning captures frequent-purchase segment |
23. PR Mentions, Awards & Collaborations
| Type | Details |
|---|
| Awards | No public awards/recognitions found |
| Press Coverage | Featured in: The Print, ANI, Indian Startup Times, MarcaMoney, Entrackr, Retail Jeweller India, Retail4Growth, Tribune India, JewelBuzz |
| Collaborations | Not confirmed |
| Founder Media | Active LinkedIn presence; CEO featured in startup media |
24. Hiring Activity
| Detail | Info |
|---|
| Open Positions | 2 (Store Level positions) |
| Departments Hiring | Retail operations |
| Office Locations | Bengaluru (HQ), Coimbatore, Guwahati |
| Growth Signals | Marketing team (7 members), Design team (3), Inventory (3), Customer Relations, Business Development — indicates expansion phase |
25. SWOT Summary
| Positive | Negative |
|---|
| Internal | Strengths: Lab-grown cost advantage; omnichannel model; strong design/customisation capability; BIS+IGI certification; Carat Club loyalty programme; recent funding | Weaknesses: Early-stage brand awareness vs incumbents; limited pricing transparency on website; no mobile app; pre-revenue profitability unproven; limited team size for 18-store operation |
| External | Opportunities: 15.4% CAGR LGD market; 12-city expansion; growing acceptance of lab-grown diamonds; NRI/international expansion; men's jewellery gap; virtual try-on technology | Threats: Intense competition (Limelight, GIVA, Fiona, CaratLane); potential lab-grown diamond price erosion; consumer trust gap vs mined diamonds; gold price volatility affecting margins; economic downturn impacting discretionary spending |
26. Citations
https://reia.diamonds/ — homepage, brand positioning, product categories, collectionshttps://reia.diamonds/pages/reia-journey — founding story, team, timeline, promiseshttps://reia.diamonds/pages/contact — email, phone, store addresseshttps://reia.diamonds/pages/careers — open positions, team structurehttps://reia.diamonds/pages/meet-the-team — team members and roleshttps://reia.diamonds/pages/carat-club — membership programme, pricing exampleshttps://reia.diamonds/sitemap_products_1.xml — SKU count (1,255 products)https://reia.diamonds/collections/products — full product cataloghttps://reia.diamonds/collections/engagement-rings — engagement ring range, pricing from ₹30,000https://tracxn.com/d/companies/reiadiamonds/__0HSMe6IQHZ8OMETkps1RAP5Vuj1akPkD3oT9g2DutK8 — funding ($225K), founding year (2023), competitorshttps://www.a-leads.co/company/reia-diamonds — employee count (~47)https://www.ipoplatform.com/startup-business-funding/prapanjj-diamonds-private-limited/100903 — funding details, foundershttps://entrackr.com/snippets/lab-grown-diamond-jewellery-brand-reia-diamonds-raises-pre-seed-round-10559834 — funding round detailshttps://india.entrepreneur.com/news-and-trends/lab-grown-diamond-brand-reia-diamonds-secures-pre-seed/498301 — funding investors (Dinesh Talera, Venture Catalysts)https://theprint.in/ani-press-releases/reia-announces-12-city-expansion-to-bring-lab-grown-diamond-engagement-rings-and-everyday-jewellery-closer-to-you/2700994/ — 12-city expansion announcement (July 2025)https://retailjewellerindia.com/lgd-brand-reia-diamonds-announces-plan-to-set-up-12-new-flagship-stores-across-india/ — 12 new flagship storeshttps://www.retail4growth.com/news/reia-diamonds-announces-12-city-expansion-7381 — expansion detailshttps://www.linkedin.com/posts/entrepreneur-media-india_update-labgrowndiamonds-diamondjewelry-activity-7383852835790172160-zcpS — 18 stores across multiple Indian stateshttps://www.instagram.com/reiadiamonds/ — Instagram presence (8,993 followers, 524 posts)https://in.linkedin.com/company/reiadiamonds — LinkedIn company page (1,055 followers)https://www.youtube.com/@reiadiamonds — YouTube channel (62 subscribers, 79 videos)https://www.facebook.com/ads/library/ — Meta Ads Library (~36 active ads, running Dec 2025 – Jun 2026)https://cruxvis.withgoogle.com/#/ — CrUX form factor data (phone/desktop/tablet split, 8-week trend)https://www.statshow.com/www/reia.diamonds — traffic estimate (note: undercounts Shopify sites per industry knowledge)https://www.worthofweb.com/website-value/reia.diamonds/ — traffic estimate (insufficient data)https://www.forbes.com/sites/forbes-personal-shopper/article/best-lab-grown-diamonds/ — industry contexthttps://www.grandviewresearch.com/industry-analysis/diamond-market — diamond market size data