Limelight Diamonds targets 200+ stores by 2027 as lab-grown demand surges

As India’s lab-grown diamond category accelerates into the mainstream, Limelight Diamonds has embarked on an aggressive and structured retail expansion plan. With 2025 marking a pivotal year of scale, franchise momentum, and rising consumer acceptance across metros and Tier II cities alike, the brand is now charting a roadmap to cross 100 stores in 2026 and double that footprint the following year. In this conversation with The Economic Times Digital, Director of the company, Karamjyot Singh Chawla discusses the retail performance, evolving consumer behaviour, franchise-driven growth model, and what positions Limelight as a category leader in India’s fast-maturing lab-grown diamond market.


Economic Times (ET): The year 2025 has been significant for Limelight Diamonds. How would you describe the brand’s retail performance?
Karamjyot Singh Chawla (KSC): With a solid expansion roadmap in place, Limelight is expected to cross over 100 stores in 2026, over 200 in 2027 driven by continued franchise traction and strong performance across key markets. Our retail expansion in 2025 year was driven by clear market indicators: increasing franchise enquiries, faster store breakeven timelines, and strong performance in Tier II cities, where aspirational consumers are adopting lab grown diamonds at a remarkable pace. At Limelight, we have ensured that every new market we enter is backed by demand mapping, ROI visibility, and the right format, whether it’s an exclusive store, a mall location, or a shop-in-shop model. This disciplined approach has been key to scaling both quickly and responsibly.


ET: What were the key consumer trends that stood out during this expansion phase?
KSC: Consumer confidence in lab grown diamonds has grown significantly. Customers are increasingly opting for larger diamond pieces, including statement solitaires and occasion wear premium jewelry. Transparency, certification, and accessible price points have played a key role in driving strong footfall, high conversion rates, and repeat visits across our stores.


ET: What kind of retail strategy helped Limelight scale at this pace while maintaining consistency?
KSC: Retail expansion at Limelight goes beyond adding stores. It’s about building trust, educating consumers, and delivering experiences that reflect the future of diamonds.
Focused on responsible growth, Limelight enters the right markets with a consistent promise of clarity, value, and transparency. This expansion is supported by AI-led, performance-driven strategies, including optimised store layouts, data-led inventory planning, and strengthened franchise onboarding creating a scalable and future-ready retail network.


ET: How has franchise participation contributed to Limelight’s rapid retail expansion?
KSC: Franchise partnerships have been a critical driver of Limelight’s expansion. We have seen strong interest from entrepreneurs who are looking to participate in a future ready jewellery category backed by transparent pricing, faster breakeven timelines, and a clear growth roadmap. Our structured onboarding, data-backed market assessment, and operational support have helped franchise partners scale with confidence making expansion both sustainable and replicable.


ET: What differentiates Limelight Diamonds in an increasingly competitive lab grown diamond market?
KSC: Limelight’s differentiation comes from building the lab grown diamond category at scale with discipline and depth. We combine a strong focus on design innovation in Type IIa (Type 2A) diamonds combining transparent pricing, consistent quality, and a pan-India retail presence. Crucially, our vertically integrated model, from diamond growing and manufacturing to retail gives us tighter control over quality, traceability, costs, and speed to market. This end-to-end ownership, supported by standardised processes, certified sourcing & strong retail backbone allows us to build sustained consumer trust and positions us as a category leader.


ET: What can we expect from Limelight Diamonds in 2026 and beyond?
KSC: For us 2026 will be a year of deeper and smarter expansion. We plan to strengthen our presence in key metro markets while continuing to scale across high-potential Tier II cities, with a sharper focus on mall-led formats and select flagship stores. With a strong pipeline in place, we are working towards building a network of over 100 stores in 2026 and over 200 stores in 2027 while continuing to scale responsibly and sustainably.