Firefly Diamonds, a lab-grown diamond (LGD) jewellery brand, is marking its first year with the launch of a new collection, its e-commerce website, and plans for further expansion across India.
The brand has grown from one Mumbai store to six boutiques across Mumbai, Pune, Bengaluru, and Hyderabad in a span of 12 months. The launch of fireflydiamonds.com enables customers nationwide to browse collections, personalise pieces, and shop online.
“Our new website is more than just a digital storefront, it’s an extension of the Firefly experience,” said Adit Bhansali, Co-founder, Firefly Diamonds. “By blending high-touch service with cutting-edge technology, we’re making premium diamond jewellery accessible and enjoyable for a new generation of shoppers. From personalised designs to timeless pieces for engagements, weddings, and other cherished milestones, Firefly aims to be more than a jeweller, we aspire to be a trusted companion in life’s most meaningful moments.”
Firefly has introduced several services to enhance the customer experience: Firefly Studio for custom ring design with 360-degree visuals and live pricing, Firefly Concierge for at-home trials, a loyalty program called Firefly Family, and an Old Gold Exchange Service.
The brand’s new collection, All Ways You, emphasises versatility with pieces designed to be worn multiple ways. A custom-engineered lock transforms a ring into a pendant, offering different styling options.
Built on a 60-year family legacy, Firefly secured $3 million from WestBridge Capital and other investors earlier this year. The company plans to expand to more cities in 2026 while strengthening its digital presence.