ErayaSparkle launches lab-grown diamond jewelry brand in Surat

What ErayaSparkle offers

According to YourStory, ErayaSparkle is a jewelry brand specializing in lab-grown diamonds. The company designs rings, earrings, bracelets, and necklaces for engagements, weddings, anniversaries, and everyday wear. Products include solitaire, halo, and marquise diamond rings, as well as tennis bracelets, pendants, and necklaces.

The brand positions itself as a blend of contemporary design and timeless elegance, aiming to reflect personal style for milestone moments and daily use.

Business model and reach

ErayaSparkle operates on a business-to-consumer (B2C) model, selling directly to customers through e-commerce. The company is headquartered in Surat, Gujarat, and was founded in 2024.

Its target audience includes buyers aged 18 to 45, primarily in upper-middle and high-income segments. The brand ships to Asia Pacific, Europe, North America, and South America.

Team and scale

The company reports having between 21 and 40 employees. The core team includes Nikita Meruliya, who leads e-commerce and B2C product operations.

What this means

Lazyfounder analysis — our interpretation, not reported fact.

ErayaSparkle enters a market that directly competes with established lab-grown diamond brands in India and abroad. For founders in the jewelry or luxury goods space, this is a signal that the lab-grown segment is still attracting new players despite growing saturation. The brand’s focus on e-commerce and younger, affluent demographics—particularly in Asia Pacific, Europe, and North America—suggests a playbook that blends digital-first sales with international expansion. Operators in adjacent sectors (apparel, accessories, or high-value consumables) may find this approach worth studying: using online channels to bypass traditional retail markups while targeting upper-middle and high-income buyers.