So/Facet raises ₹10 crore to build lab-grown diamond brand

So/Facet, a lab-grown diamond jewellery brand founded by former Unilever executives Aarushi Agrawal Naulakha and Abhishek Naulakha, has raised ₹10 crore in a seed funding round led by Sauce. This marks the startup’s first institutional funding and Sauce’s maiden investment in the lab-grown diamond space.

The funding round included participation from notable investors such as Mokobara co-founders Sangeet Agrawal and Navin Parwal, the Chona family office (behind HOCCO Ice Creams), Kedar Lele, President at Haleon South Asia, and Devaiah Bopanna, Co-founder of Moonshot. The capital will be used to strengthen brand building, enhance design capabilities, invest in technology, expand hiring, and support an omnichannel rollout.

Redefining Diamonds Beyond Milestones

For generations, diamonds have been associated with prescribed life events—proposals, weddings, annanniversaries. While lab-grown diamonds have altered the cost structure, the narrative around them has largely remained unchanged. So/Facet aims to shift this perception, positioning lab-grown diamonds not as budget alternatives but as expressions of individuality, akin to sneakers, watches, or fashion accessories.

The brand’s name reflects its philosophy—the multiple facets of a diamond mirroring the evolving identities of those who wear it. With its campaign centered on the question “What’s yours?”, So/Facet encourages customers to define their own meanings for diamond jewellery, whether it’s celebrating a career move, personal growth, or simply owning something beautiful.

Aarushi Agrawal Naulakha, Co-founder of So/Facet, emphasized the disconnect between self-expression and traditional diamond narratives: “Our generation expresses who we are through everything we wear, yet diamonds somehow stayed outside that conversation.” She added, “Why should a diamond need a proposal or someone else to gift it to you? It could mark the job you landed, the job you quit, the relationship you walked away from, or a Tuesday that simply felt like yours.”

Design-Driven Approach Meets Technology

So/Facet’s six launch collections are designed in-house and feature IGI-certified lab-grown diamonds paired with contemporary aesthetics. The range includes So/Me, which showcases playful motifs like stars and butterflies; So/Pop, combining diamonds with colorful stackable enamel charms; and So/Icon, focusing on sculptural, design-forward pieces.

The brand has already generated interest ahead of its launch, with a pre-launch waitlist exceeding 200 potential customers. Sales are set to begin online in November 2026, followed by plans to open over 30 premium stores within three years.

Vision for a Global Brand Rooted in India

Abhishek Naulakha, Co-founder of So/Facet, outlined the brand’s long-term ambition: “We don’t believe India’s next great diamond brand will be built by selling the same jewellery for less.” He stated, “It will be built on distinctive design, uncompromising quality and craftsmanship, and an experience that feels effortless, from the first discovery to every purchase and upgrade.”

Manu Chandra, Managing Partner at Sauce, praised the founders’ approach: “Lab-grown diamonds have transformed the category’s economics, but few brands have reimagined what diamonds can mean.” He noted, “Aarushi and Abhishek combine deep consumer-marketing experience with a sharp instinct for culture. So/Facet has the potential to build lasting desire, not just demand driven by price.”

Aarushi, an alumna of MICA Ahmedabad and featured in E4M’s 30 Under 30 list, brings six years of experience from ITC and Unilever, where she worked on brands like Dove and TRESemmé. She maintains a strong personal presence across social media platforms. Abhishek, an IIM Ahmedabad and SRCC graduate, spent seven years at Unilever in various roles, including Global Beauty & Wellbeing Channel & Portfolio Lead.