The Indian jewellery industry is on the cusp of a major transformation. Titan, one of the country’s most trusted and influential lifestyle brands, has announced its entry into the lab-grown diamond segment with the launch of beYon, a brand dedicated exclusively to lab-grown diamond jewellery.
With its first standalone store set to open in Mumbai on December 29, 2025, Titan’s move marks a decisive moment for a category that has been growing rapidly but largely without the backing of legacy jewellery houses.
What Makes beYon Different?
Lab-grown diamonds are not imitations. They are chemically, physically, and optically identical to natural diamonds, created in controlled laboratory environments using advanced technology. The difference lies in accessibility, transparency, and sustainability.
beYon is positioned to bring these advantages to the forefront. The brand will offer a thoughtfully curated range of jewellery designed around women’s lifestyle and adornment needs, making diamonds more relevant for everyday wear, self-purchase, and modern gifting.
For Titan, this is also a strategic extension beyond its existing portfolio of watches, fragrances, and accessories, signaling a deeper play in lifestyle-led luxury.
Why This Move Matters
India’s lab-grown diamond market has witnessed explosive growth over the last two to three years. The surge is being driven primarily by millennials and Gen Z consumers who value:
- Ethical sourcing
- Environmental sustainability
- Better value for money
- Design-led, versatile jewellery
With prices significantly lower than natural diamonds, lab-grown alternatives are carving out a strong position in daily-wear jewellery and mid-ticket gifting, categories that are expanding far faster than traditional bridal jewellery.
Strategic Expansion Plans
The Mumbai store is only the starting point. Titan plans to open additional standalone beYon stores in Mumbai and Delhi, adopting a measured, test-and-learn approach before scaling across other markets.
This cautious expansion strategy reflects Titan’s long-term thinking, allowing the brand to fine-tune its positioning, pricing, and customer experience based on real-world feedback.
Notably, Titan is no stranger to the lab-grown diamond space. The company already holds a 17.5% stake in Great Heights Inc., a US-based lab-grown diamond jewellery retailer operating under the brand Clean Origin. This international exposure provides valuable insights into consumer behavior and category dynamics.
The Bigger Picture
Until now, India’s lab-grown diamond market has largely been shaped by startups and digital-first brands, while established jewellery players have remained cautious. With the launch of beYon, Titan is changing that narrative.
For consumers, this means access to lab-grown diamond jewellery backed by Titan’s credibility, quality assurance, and after-sales service. For the industry, it marks a clear shift: lab-grown diamonds are no longer niche; they are entering the mainstream.
Conclusion
As beYon opens its doors, Titan isn’t just launching a new brand it is reshaping the future of Indian jewellery. By making diamonds more ethical, more accessible, and more aligned with modern values, Titan is setting the stage for a new era where brilliance meets responsibility.
