Ankit Gems, a De Beers Sightholder, Enters Retail with Eyora Jewels

Highlighting the origin of the brand’s innovative retail strategy Mr. Ankit Singh Kimtee, Founder and CEO, Eyora Jewels stated: “As we listened to jewellers across the market, one message came through consistently. They weren’t questioning the value of natural diamonds. They were questioning the risk of investing in them. They need greater confidence, better inventory flexibility, and a partner who could help them grow their business. That became the challenge we set out to solve.”

Eyora has developed its natural diamond solitaire jewellery programme to work with existing jewellery retailers, allowing them to introduce a natural diamond category using curated collections, standardised merchandising, website & mobile app support, unified brand experience with 100% buyback & exchange and access to solitaire inventory of more than 25,000+ natural diamonds. This model lets retailers add the category without significant infrastructure investment, while enhancing profitability and operational efficiency.

The offering is focused on natural diamond solitaire jewellery, with contemporary designs in 14K & 18K gold and natural diamond solitaires of up to one carat. The collection brings together classic solitaire aesthetics, minimal contemporary designs and distinctive fancy-shaped diamonds, including elongated shapes and differentiated cuts. Eyora’s jewellery is positioned from Rs50,000 to Rs 2.5 lakh, creating multiple entry points into natural diamond solitaire jewellery while retaining the qualities associated with the category.

As Mr. Samyak Kataria, who manages the digital frontend, stated: “Alongside the physical inventory, Eyora offers a digital bank of 5,000+ jewellery designs, accessible through Eyora website & mobile app. This allows retailers to showcase a much wider selection beyond their physical display, giving them greater flexibility to present designs & options based on individual customer preferences.”

The company’s strategic growth plan and vision include initial plans to establish a presence in Mumbai, Delhi, Indore, Bengaluru and Hyderabad with retail partners, followed by expanding to more than 25 stores across 10 major cities, a target of 100 locations nationwide, and ultimately

building a pan-India footprint supported by an integrated digital commerce platform. This expansion will be backed by Ankit Gems’ established diamond expertise and its heritage as a De Beers Sightholder, which also informs the brand’s approach to responsible sourcing.

Emphasizing the brand’s vision and its commitment to retail partners, Mr. Ankit Shah, Director Ankit Gems and Founder, Eyora Jewels added: “We believe the future of natural diamonds won’t be defined only by what leaves the earth. It will be defined by the confidence that reaches the consumer. And that’s the journey we are proud to begin with Eyora Jewels.”

Connecting the journey of every diamond from source to showcase, Eyora Jewels aims to rebuild desire for natural diamonds, creating jewellery valued not only for its beauty, but for the story, authenticity, and legacy it represents.

Website: https://eyorajewels.com/

Eyora Jewels Private Limited is a Mumbai-based natural diamond jewellery brand from the house of Ankit Gems, a company with a legacy of over 30 years. Founded by Mr. Ankit Shah, Mr. Ankit Singh Kimtee and Mr. Samyak Katariya, Eyora is focused on bringing lightweight, certified natural solitaire diamond jewellery to consumers across India. Eyora Jewels is also a member of the Gem & Jewellery Export Promotion Council (GJEPC), India.

Built around a natural diamond solitaire jewellery program, Eyora combines contemporary design, craftsmanship and authenticity with an elevated in-store experience across leading jewellery and lifestyle spaces. The brand’s diamonds are backed by Ankit Gems’ position as a De Beers Sightholder and are sourced from established producing regions including Botswana, Canada, Namibia and South Africa. Its sourcing practices adhere to the Kimberley Process and OECD Due Diligence Guidance.

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