Shilpa Shetty invests in Lab-grown diamond startup Limelight, becomes brand ambassador

Lab-grown diamond startup LimelightLab-grown diamond startup Limelight welcomed actor, entrepreneur, and wellness icon Shilpa Shetty on monday as a key investor and the company's brand ambassador.

With its brand campaign “Let’s Get Real” featuring Shilpa Shetty, Limelight challenges old ideas and shows itself as a leader of modern luxury in India.

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The campaign connects with a key insight: today’s Indian women are more value-driven, informed, and conscious shoppers. With sustainability, innovation, and transparency becoming important factors, lab-grown diamonds are quickly becoming the top choice for the new generation of luxury buyers.

In February, Limelight raised nearly $11 million (around Rs 90 crore) from fund houses, broking firms, family offices, and its promoters to boost design, expand retail stores, and support business growth.

“Limelight isn’t just participating in the lab-grown diamond category; we’re building it. As a first mover, we carry the responsibility to lead the shift in how lab-grown diamonds are perceived. With an aggressive roadmap to open 100 stores by 2026, we’re scaling both reach and relevance," said Pooja Sheth Madhavan, Founder and Managing Director, Limelight Lab Grown Diamonds.

“What drew me to Limelight was the honesty of their story,” said Shilpa Shetty. “Lab-grown diamonds are a smart and a responsible choice. As someone who values authenticity and mindful choices, investing in Limelight felt natural. With ‘Let’s Get Real’, you can wear something stunning yet meaningful without any compromise. That’s the future of luxury, and I’m proud to help shape it.”

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The Mumbai-based jeweller, with over 50 stores in more than 45 cities across India, said this move is part of its plan to grow to 100 outlets by 2026.