Shilpa Shetty Joins Limelight Lab Grown Diamonds as Strategic Investor & Brand Ambassador

By: WE staff | Tuesday, 12 August 2025

• Limelight Lab Grown Diamonds has onboarded actor and entrepreneur Shilpa Shetty as a brand ambassador and strategic investor
• The company is a jeweller headquartered in Mumbai with over 50 outlets in over 45 Indian cities
• Limelight will double its retail footprint to 100 stores in 2026

Limelight Lab Grown Diamonds has announced the signing on of actor and businesswoman Shilpa Shetty as a strategic investor and the brand ambassador. The Mumbai jeweller, with more than 50 stores in over 45 Indian cities, views this as a crucial move towards its aggressive expansion plan to touch 100 outlets by 2026.

Pooja Sheth Madhavan, Managing Director and Founder of Limelight, highlighted the brand's position as a leader in the lab-grown diamond category. "Limelight is not just a player in the category; we're creating it. Being a first mover, we have the onus of redefining mindsets around lab-grown diamonds. With an ambitious 100-store roadmap by 2026, we are growing both reach and relevance."

“Our 'Let's Get Real' campaign defies conventional luxury myths and makes a compelling promise of diamonds with purpose—above marketing, it's a cultural reboot," she added. In February earlier this year, the company had raised close to $11 million (approximately ₹90 crore) from fund houses, broking companies, family offices, and its promoters for design offerings, retail expansion, and operational growth.

Rupali Shrivastava, Chief Marketing Officer, emphasized that "Let's Get Real' is not a tagline but our positioning. Luxury today is about meaning, not legacy. Our 360° integrated campaign reaches across TV, digital, print, outdoor, cinema, influencer marketing, and in-store. It's built on consumer insights with strong momentum for lab-grown diamonds among young, independent women in India."

”These diamonds are meant to be worn daily, not stored away for special occasions. We’re not just responding to the shift—we’re leading it.”

With a clear vision, rapid growth plans, and a brand ambassador who has invested her belief into the business, Limelight aims to redefine luxury in India. “Let’s Get Real” serves as both a marketing initiative and a blueprint for the future of the lab-grown diamond category.

Sharing her inspiration to be associated with the brand, Shilpa Shetty also added, "What attracted me to Limelight is the true story that they are telling. Lab-created diamonds are an intelligent and responsible purchase. Being a person who stays true to one's self and lives in the moment, making an investment in Limelight was a natural fit. With 'Let's Get Real,' you get to live something beautiful and significant without sacrificing. That's the future of luxury, and I am excited to be a part of it."

The campaign tracks the trend towards value-led, ethical luxury, where creativity, transparency, and sustainability are the key considerations in purchasing. Cultivated diamonds are gaining traction among a new generation of luxury consumers.