Coluxe: Good Glamm cofounder Priyanka Gill quits Kalaari to bet on lab-grown diamonds

Coluxe is a lab-grown diamond fine-jewellery brand selling solitaires, pendants, earrings, bracelets and themed collections online and in stores, with AI-powered virtual try-ons and personalisation.

Early-stage funding secured from undisclosed investors before launch, per the company statement reported by ET.

Priyanka Gill co-founded the Good Glamm Group after her content platform PopXo was acquired by the group in 2020, joined Kalaari Capital as a venture partner in January 2024, became chairperson of Good Media Co and a Good Glamm board member, and had been part of CXXO, Kalaari's initiative backing female-led companies.

In February 2025 she quit Kalaari to found Coluxe, secured early-stage funding from investors, and announced a digital launch for mid-2025 followed by retail expansion, positioning lab-grown diamonds as visually and molecularly identical to mined stones.

The founder bet on a behaviour shift she could articulate precisely: molecularly identical stones at lower prices, aimed at aspirational buyers rather than discount hunters.

She left a venture seat to found the company herself, converting Kalaari-side knowledge of consumer brands (and CXXO) into an operator position.

Omnichannel from day one — digital first, retail to follow — mirrored the lesson other Indian jewellery brands had paid for: high-ticket purchases need physical trust.

The market was validated but contested: rivals were already lobbying the CCPA over 'synthetic' labelling, so category framing was an open battleground rather than settled ground.

An investor can convert a sector thesis into a founder bet overnight — but founding a brand into a category whose labelling rules are still being fought over means the regulation is part of the wager.

As of the 4 February 2025 announcement, Coluxe existed as a funded pre-launch venture: early-stage capital secured, a mid-2025 digital launch planned, retail expansion to follow, and AI-driven try-ons promised. The ET article gives no post-announcement results, so this entry stops at the plan.