Jewellery has been part of my life for as long as I can remember. I grew up around it, listening to stories of our family business that go back five generations
Surya Jain, Founder & CEO of Aupulent Jewellery
Surya Jain, fifth-generation jeweller and the visionary behind Aupulent Jewellery, shares how he is bridging heritage craftsmanship with contemporary values through his direct-to-consumer fine jewellery brand. In this candid conversation, he delves into the ethos of “mindful luxury,” the transformative role of lab-grown diamonds, and how Aupulent is building trust in a traditional industry through transparency, ethics, and innovation. With plans for retail expansion and tech-enabled personalisation, Surya is carving a modern, purpose-led path in India’s luxury jewellery space.
You come from a 150+ year old legacy in jewellery. What inspired you to carve your own path with Aupulent?
Jewellery has been part of my life for as long as I can remember. I grew up around it, listening to stories of our family business that go back five generations. But at some point, I felt the urge to create something that reflected my own values and the world we live in today. That’s how Aupulent came into being. I wanted to build a brand that honoured tradition but also spoke the language of today’s consumer conscious, design-forward and transparent.
What does “mindful luxury” mean to you and how does Aupulent embody that ethos?
For me, mindful luxury is about making beautiful things in a responsible way. It’s about knowing where your jewellery comes from, how it’s made, and the impact it leaves behind. At Aupulent, we work with lab-grown diamonds, not just because they’re ethical and sustainable, but because they allow us to offer fine jewellery without the environmental baggage. Every design is carefully thought through, every process is transparent. That’s what mindful luxury means to us.
Why did you choose to work exclusively with lab-grown diamonds, and what misconceptions would you like to break around them?
The biggest myth around lab-grown diamonds is that they’re somehow ‘not real.’ That couldn’t be further from the truth. They have the same chemical and physical properties as mined diamonds and are graded by the same international labs. I chose to work exclusively with lab-grown diamonds because they align with how I see the future of jewellery ethical, modern and accessible. They’re not just an alternative anymore. They are the evolution.
Aupulent balances heritage craftsmanship with modern design. How do you strike that balance creatively and commercially?
That balance comes naturally to us because it's in our DNA. On one hand, we’re backed by a legacy where craftsmanship was everything. On the other, we’re designing for a customer who wants something fresh and personal. We work with traditional artisans and combine their skills with minimalist, contemporary aesthetics. Creatively, it keeps us rooted but not rigid. Commercially, it allows us to serve a wider audience from classic bridal to modern everyday pieces.
A Luxury we call AUPULENT Jewellery
What has been the most rewarding and the most challenging part of building a D2C fine jewellery brand in India?
The most rewarding part has been building a brand from scratch that people connect with. When a customer writes in saying they love not just the product but also the philosophy behind it, that makes everything worth it. The challenge has definitely been around trust. Jewellery is a high-value purchase and people still prefer buying it in person. We’ve had to work very hard on building credibility, educating customers and offering a seamless online and offline experience.
You’ve emphasised trust, transparency, and ethics. How do you bring these values into your customer experience?
We keep it simple no jargon, no hidden costs, and no overpromises. From showing real diamond certifications to offering lifetime upgrades and easy returns, we want our customers to feel safe and confident in their purchase. Even our team is trained to guide, not push. Our WhatsApp consultations, detailed product info, and pricing breakdowns are all designed to create a transparent buying journey.
Who is the Aupulent woman and how has your understanding of today’s jewellery consumer evolved?
The Aupulent woman knows what she wants. She’s confident, self-aware, and doesn’t see jewellery as just a gift or an investment. For her, it’s a form of self-expression. Over the past few years, we’ve seen that she values meaning over marketing. She’s curious about where her diamonds come from, what they stand for, and how they reflect her values. That shift in mindset is what Aupulent speaks to.
Sustainability is becoming a key driver in luxury. How do you see lab-grown diamonds changing the future of the jewellery industry?
They’re already doing it. Younger consumers are asking tougher questions about impact, origin, and ethics. Lab-grown diamonds offer clear answers. They reduce environmental damage, avoid the human rights concerns of mining, and come at a much better price point. As awareness grows, I see them becoming the default choice for conscious luxury buyers. It’s not a passing trend it’s where the industry is headed.
What’s next for Aupulent? Are you eyeing retail, global expansion, or deeper customisation tech?
We're working on opening our first standalone store in Chandigarh to offer a more immersive experience. We are also planning to expand our reach to Delhi and Gurgaon. At the same time, we’re investing in tech better personalisation, virtual try-ons, and design-your-own-jewellery tools. But no matter how we grow, the core idea will remain the same luxury with integrity.
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