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

From certified provenance to a tech-driven natural diamond solitaire jewellery programme, Ankit Gems’ new venture brings natural diamond solitaires to a new generation of consumers

Written by Brand Post | Updated: 18 August 2026 15:46 IST

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

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Born from a legacy of excellence in diamonds as an Ankit Gems alliance, Eyora Jewels led by Mr. Ankit Shah, Mr. Ankit Singh Kimtee and Mr. Samyak Kataria, is the retail venture built to reinforce consumer interest in natural diamonds with a technology based approach focusing on the young consumers. Eyora Jewels Private Limited brings together a powerful blend of diamond expertise, sourcing provenance, and business discipline introducing a technology-driven, natural diamond solitaire jewellery programme, designed to empower retail jewellers to showcase lightweight, natural diamond jewellery under a unified brand of trust, craftsmanship, and elegance. All Eyora jewellery is IGI certified, with every solitaire carrying an exclusive Eyora inscription on the diamond's girdle, while the natural diamonds are conflict-free and responsibly sourced, delivering complete peace of mind for the retailer and the consumer.

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 with latest technology . That became the challenge we set out to solve.”

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Eyora has developed its natural diamond solitaire jewellery programme to work with existing jewellery retailers with a technology innovation 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 Rs 50,000 to Rs 2.5 lakh, creating multiple entry points into natural diamond solitaire jewellery while retaining the qualities associated with the category.

At Eyora Jewels, technology is not just about putting jewellery online and on retail counters — it is about transforming the way retailers sell and customise natural diamond jewellery through latest tech .

From the Eyora mobile app and website, retailers can access a digital bank of 5,000+ jewellery designs and customise products in real time based on individual customer requirements.

What makes the platform truly tech-driven is its dynamic pricing capability through its mobile app Retailers can instantly customise Diamond quality and specifications , Jewellery metal options – 18KT & 14KT ,Ring sizes and other product parameters ,Design and product configurations. With every change, the platform dynamically recalculates the price instantly, giving the jeweller a clear and updated price for the customised piece — without waiting for manual calculations or back-office confirmations.

Even when a customer changes their ring size, the system automatically recalculates the pricing based on the new specifications, making the selling process faster, more transparent and highly personalised.

This technology enables a jeweller to offer thousands of design possibilities without physically holding thousands of products in inventory.

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.

About Eyora:

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. Marking Ankit Gems' venture into retail with a tech driven approach , 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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