Titan Company Limited has launched beYon, a laboratory-grown diamond jewellery brand, in what the company describes as one of the most expansive laboratory-grown diamond launches in India to date.
The debut collection features over 1,250 designs, with more than 800 available in-store across earrings, rings, pendants, necklaces, bracelets, bangles and nosepins. The collection spans a wide range of diamond cuts — marquise, pear, emerald, radiant, oval, princess, cushion and half-moon — alongside classic solitaires. Pieces are crafted predominantly in 14-karat and 18-karat gold in yellow, white and rose finishes. All diamonds are set in BIS hallmarked gold.
Prices start at Rs 20,000, with a significant proportion of designs concentrated in the Rs 1,00,000 range. The brand is positioned for everyday wear rather than occasion-based purchase. A dedicated retail presence has been established in Mumbai and Noida, with an e-commerce platform at beyon.co.in serving customers internationally.
Shyamala Ramanan, Business Head of beYon, said the brand was built around the belief that adornment is a fundamental human desire. “The Y at the heart of our brand is not just a letter — it is one of the oldest human symbols known to us. Arms raised. Not in surrender, but in absolute freedom. That is our promise to every woman who wears beYon — the freedom to give in, completely and without apology, to her desire to adorn herself,” she said.
Arun Narayan, CEO of Titan’s Jewellery Division, said the launch reflects how Indian consumers approach jewellery buying. “India has never been an either-or market. It has always been an AND market. Natural diamonds AND laboratory-grown diamonds. Occasion jewellery AND everyday brilliance. beYon exists for that woman — and for everything she desires, all at once,” he said.
Revathi Kant, Chief Design Officer at Titan, said the laboratory-grown diamond format offered greater design flexibility. “Every cut, every shape, every silhouette in this collection exists because we asked — what can this diamond truly become when the human mind is given complete freedom to imagine?” she said. The collection is designed for layering, daily wear and versatility across occasions.
The brand name combines “Be” — meaning to exist fully — and “Yon,” an archaic word meaning further than the eye can see. The brand’s visual identity uses the colour red and centres on the letter Y as a symbol of freedom and self-expression. The brand identity was developed in creative partnership with Chalk and Chini Creative Services.
beYon is the latest addition to Titan’s jewellery portfolio, which includes Tanishq, Mia and Zoya.
