So/Facet, a lab-grown diamond jewellery brand founded by former Unilever alumni Aarushi Agrawal Naulakha and Abhishek Naulakha, has raised Rs 10 crore in a seed round led by Sauce. This marks the brand’s first institutional funding round and Sauce’s first investment in this category.
The round also saw participation from Mokobara Co-founders Sangeet Agrawal and Navin Parwal; the Chona family office, behind HOCCO Ice Creams; Kedar Lele, President, Haleon South Asia; and Devaiah Bopanna, Co-founder, Moonshot.
So/Facet will use the funds to support brand building, design, technology, hiring new talent, and an omnichannel rollout. The brand will launch online in November 2026 and aims to open over 30 premium stores in three years.
So/Facet is betting that lab-grown diamonds need a new story, not just a lower price tag. While the category’s economics have changed, the brand argues, marketing still revolves around proposals, weddings and anniversaries. It wants to position its diamonds not as an affordable substitute but as objects of self-expression, as personal as sneakers, watches or fashion. Its tagline: “What’s yours?”
“Our generation expresses who we are through everything we wear, yet diamonds somehow stayed outside that conversation,” said Aarushi Agrawal Naulakha, Co-founder, So/Facet. “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. We want people to decide what their diamonds mean. That’s the spirit of ‘What’s yours?'”
Designed in-house, So/Facet’s six launch collections feature IGI-certified lab-grown diamonds, unusual cuts and contemporary design. So/Me brings playful shapes such as stars and butterflies; So/Pop pairs diamonds with colourful, stackable enamel charms; and So/Icon explores sculptural, design-led jewellery.
Beyond design, So/Facet is building a technology-enabled, omnichannel experience that makes discovering, buying and upgrading diamond jewellery seamless across digital and physical touchpoints. The brand wants to make diamonds something customers can continually evolve with, rather than a purchase reserved for a single milestone. It has already built a pre-launch waitlist of over 200 potential customers.
“We don’t believe India’s next great diamond brand will be built by selling the same jewellery for less,” said Abhishek Naulakha, Co-founder, So/Facet. “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. We’re bringing together the timeless appeal of diamonds with a new-age approach to design, technology and retail. Our ambition is to build an iconic global brand, born in India, that makes diamonds relevant to a new generation.”
“Lab-grown diamonds have transformed the category’s economics, but few brands have reimagined what diamonds can mean,” said Manu Chandra, Managing Partner, Sauce. “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, a MICA Ahmedabad alumna has held marketing roles & has 6 years of work ex across ITC and Unilever, including work on Dove and TRESemmé, and has a community of over 100,000 across Instagram and LinkedIn.
Abhishek, an IIM Ahmedabad and SRCC alumnus, spent seven years at Unilever in India and global sales and marketing roles, most recently as Global Beauty & Wellbeing Channel & Portfolio Lead.
Sauce is a consumer-focused fund with a track record of backing some of the most marquee brands of India. Via its seed and growth vehicles, Sauce supports portfolio companies from idea to IPO stages with capital and deep engagement. Notable investments include Hocco ice creams, The Whole Truth Foods, Innovist, Mokobara and Epigamia.
