India’s top designer ring brand, True Diamond, has launched two new retail outlets in Bengaluru—one in HSR Layout and another in Indiranagar. The company seeks to transform how shoppers explore and craft diamond rings by merging creative design, advanced tools, and an unconventional brand ethos.
The new stores introduce the TrueMatch Hand Scanner, an AI-enabled hand analysis experience designed to make ring discovery more personalized and intuitive. This system analyzes hand and finger proportions, alongside skin tone, to recommend solitaire shapes and gold colors that may complement an individual.
Customers can start with tailored recommendations and explore possibilities from there, rather than being overwhelmed by a catalogue of options. The Build Your Own Ring Bar allows customers to create their own ring by exploring different diamond shapes, sizes, metal colors, settings, and personalization elements.
The Bengaluru stores also feature an interactive diamond education journey, making the traditionally complex process of buying a diamond more transparent and informed, particularly for first-time buyers. This journey allows customers to understand diamond shapes, cuts, proportions, sparkle, and craftsmanship in a more accessible format.
Darayus Mehta, Co-founder and Director of True Diamond, stated, “Jewellery retail hasn’t changed as much as it could have. We believe buying a ring should be as personal, engaging, and exciting as the ring itself.” He added, “At True Diamond, we’ve always tried to do things differently, whether it’s the rings we design, the content we create, or the way we engage with customers.”
The expansion is part of True Diamond’s efforts to build its presence across both digital and physical retail. The brand has built an online community of nearly 1 million followers on Instagram in little over two years, driven by its unconventional approach to jewellery storytelling and quirky micro-drama content.
True Diamond’s focus on innovation and customer experience is evident in its physical retail presence. By leveraging technology and interactive experiences, the brand is making diamond ring discovery more accessible and enjoyable for its customers. As the brand continues to expand its retail presence, it will be interesting to see how it further evolves the traditional jewellery shopping experience.
