Changing the Marketing Game: A True Diamond True Story

A diamond store, an ‘evil cousin’ and a founder trying to ‘save’ his company, it might not be something you hear often. But when it comes to True Diamond, Instagram is not just a social media platform, it is their playground of scripts, storytelling and ideas that are uniquely and truly True Diamond.

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This marketing game-changer is not just selling sparkle; it is scripting stories.

It's none other than “True Diamond”, the lab-grown jewelry brand that has completely changed the marketing game and reset the expectations.

With every post, reel, and design, the brand is displaying that marketing jewellery is beyond shine; it is about real connections with customers.

The biggest reveal was when it unveiled its hero product, the “Portuguese-cut diamond with more than 160 facets.” They did not just launch another generic product; rather, they launched something that exceeded industry norms.

In jewellery marketing, it challenged people’s assumptions about its authenticity, value, and narrative. Within just over a year, this jewellery business has showcased something beyond itself: that lab-grown diamonds are not merely a niche, but here to stay.

This is not just a story of another jewelry brand making it big by chasing trends. In India's growing luxury market, True Diamond is revolutionizing the standards for jewelry design, marketing, and consumption.

The Breakthrough Moves That Set True Diamond Apart

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Early bet on lab-grown diamonds:

From day one, True Diamond encouraged LGDs. True Diamond was created in 2023, and its co-founder and director, Darayus Mehta, mentions that despite just being in business for a year, they have seen tremendous development, with revenues increasing five times between the first month and December 2024.

Their early bet gave them an early advantage to tap into the market opportunity and potential to grow bigger.

As per Economic Times, he quoted that, “This rapid growth reflects the increasing acceptance of LGDs by today’s consumers, especially those seeking affordable, sustainable luxury.”

Innovation in cut and bold design:

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True Diamond’s best and boldest move was the introduction of the “Portuguese-cut diamond,” which had far more cuts (around 3 times more) than the regular ones in the market. That alone was enough to create buzz, sparkle beyond expectations, and communicate ambition.

This acted as a key differentiator in the heavily crowded diamond market. The brand did not stop at this; they also experimented with black diamonds, hybrid designs, and champagne gold designs.

With every new product/ piece, True Diamond creates a marketing asset in itself.

Retail experience and brand touchpoints:

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When True Diamond launched “Designer Rings Atelier” in Noida, they did not just simply launch a store; it was like creating a brand theatre.

The physical touchpoints enhanced customer experience, as they could now physically experience its sparkle, story, and design. This provides True Diamond with an added advantage over those purely digital brands that generally struggle with building trust and authenticity amongst customers.

The narrative set by True Diamond was complemented by both online and offline presence, as they used to build a story online, and they tried to validate it offline.

Changing the Marketing Narrative

On social media, especially on Instagram, True Diamond focuses on craftsmanship detail, showcasing unique designs, newly launched innovations, and sustainability. They don’t rely solely on influencers; their campaign includes founders, unique cuts, designs, materials, and customer-friendly content.

They also highlight celebrities wearing their diamonds, partners, and collaborate with popular celebrities to build relatability amongst their audience, especially the youth. This approach builds more credibility and relates better with the young and eco-conscious audience.

During his interview with Economic Times, True Diamond’s co-founder mentioned, “Our primary customer base includes individuals aged 35-45, predominantly millennials who are progressive, independent, digitally savvy women and are conscious about sustainability and innovation in jewellery.”

Therefore, they tend to position themselves as a “next-gen luxury”, which creates a perfect balance of prestige and awareness. This resonates a lot because current consumers are well-aware and choose sustainable choices, valuing environmental impact.

Storytelling and Digital Persona

True Diamond follows the strategic approach of what it says and how it says it very carefully. They clearly understand that brand story matters as much as its sparkle.

True Diamond doesn’t post straightforward, boring product photos on Instagram; instead, they blend them with engaging and meaningful storytelling that actually makes it interesting to watch. Their posts include a variety of content such as behind-the-scenes shots, founder insights, design process glimpses, etc.

Those visuals create credibility and generate actual curiosity amongst the viewers, making them think, “What went into that design?”

Image source - https://retailjewellerindia.com/true-diamond-brings-to-life-zirak-and-saoirse-to-foster-emotional-connect-with-customers

The major highlight of their brilliant marketing game was when they launched a video series on fictional characters called ‘Zirak’ and ‘Saoirse’.

Sharing the thought process behind the campaign, Darayus Mehta, Co-founder said, “The inspiration came from observing how content is consumed online. The idea was to go beyond jewellery led visuals and create stories that reflect the everyday lives and emotions of our audience”

This video series felt something new amongst others who were just focusing on posting regular product shots.
From that moment, True Diamond followed content-first marketing. By placing jewellery into a story, they build a true brand connection with the viewers. All these small moves on social media in an effort to connect with customers help True Diamond create a strong brand persona with authenticity and clarity.

Be it Zirak’s effort to impress his ex-date, get funding from ‘Sharks’ or Saoirse’s efforts to keep him in line, each piece of content is not just a reel, it’s a take on wit, humour, relatability and the brilliance of content which makes True Diamond, a true diamond in the jewellery marketing game.