Former Bluestone BD Head, Rushina Shah has joined Limelight Lab Grown Diamonds as Vice President – Business Development.
Over the past 27 years, Rushina has built an exceptional career defined by brand-building excellence, retail expansion, and a deep understanding of consumer behaviour across the lifestyle, beauty, and fashion sectors.
Beginning with her early retail experience at TBZ and OyzterBay, and progressing through leadership roles at Fossil, Baggit, Modi Revlon, Voylla, BrandzStorm, and most recently BlueStone, Rushina has consistently driven growth by building high-performance sales structures, expanding store networks, strengthening merchandising systems, and nurturing strong partner ecosystems.
What truly distinguishes her is her ability to blend brand aspiration with commercial acumen — a rare combination that proves especially impactful in emerging, high-potential categories.
The Rapidly Expanding Lab Grown Diamond Biz & Limelight
Industry estimates value India’s lab-grown diamond jewellery market at ₹8,000–10,000 crore, growing at ~15–20% YoY, driven by younger, conscious luxury consumers.
Within this, Limelight has rapidly established itself as one of India’s most prominent and fast-growing luxury brands in the CVD lab-grown diamond space — a category redefining modern jewellery preferences.
-
India Presence: Over 50 EBOs across the country
-
Expertise: Backed by Surat’s leadership in CVD diamond innovation
-
Recognition: Honoured for its sustainability-driven luxury positioning
-
Expansion: Now entering premium mall retail and international markets
Limelight’s next phase is about scale, brand storytelling, and accessible luxury — and Rushina’s experience in merchandising, consumer insight–driven retail rollout, and partner development fits this growth narrative perfectly.
Her focus will encompass expansion strategy, nationwide retail growth, strategic alliances, and the creation of new consumer occasions for lab-grown diamonds — a category on the verge of transformative growth.
What Rushina Brings to the Table
Rushina steps into her new role at a pivotal moment for the industry — when:
-
Lab-grown luxury is entering the mainstream,
-
Retailers are redefining assortments to align with conscious consumption, and
-
India is emerging as a global centre for CVD innovation and exports.
Lab-grown diamonds are still in the early adoption stage in India. As Vice President Business Development, Rushina will help define where and how to grow, deciding on retail expansion — nationally and internationally — exports, B2B partnerships, and private-label collaborations; essentially charting the playbook for scaling a young industry.
“Excited to start this new chapter and contribute my best to the team. New challenges, new goals, same determination,” said Rushina Shah.
She will also craft the brand’s go-to-market story — one that builds trust, educates traditional retailers and drives acceptance among them, while positioning Lab Grown Diamonds as aspirational rather than ‘artificial’.
With India fast becoming a manufacturing hub for LGDs, with strong potential in exports, Rushina will help identify markets , builds trade partnerships, and ensures alignment with global standards and certifications.
Finally, lab grown diamonds sit at the crossroads of sustainability and affordability and as VP Business Development, it will fall upon Rushina to ensure that the brand’s growth strategy reflects both — positioning the brand as a responsible, progressive, and value-driven alternative to mined diamonds.
