Limelight Lab Grown Diamonds, a leading lab-grown diamond jewellery brand in India, has announced actor and entrepreneur Shilpa Shetty as both a strategic investor and brand ambassador. The announcement coincides with the launch of the brand’s new campaign, “Let’s Get Real”, which aims to redefine luxury and challenge perceptions around lab-grown diamonds.

Currently, Limelight operates over 50 stores across 45+ cities and aims to expand to 100 locations by 2026, reflecting its ambition to lead the market.

“Limelight is not just participating in the lab-grown diamond category; we are building it,” said Pooja Sheth Madhavan, Founder and Managing Director. “As a first mover, we have a responsibility to shift consumer perceptions. Let’s Get Real addresses myths around luxury and positions lab-grown diamonds as an ethical and innovative choice.”

Shilpa Shetty expressed enthusiasm about her association with the brand: “What drew me to Limelight was the honesty of their story. Lab-grown diamonds are a smart and responsible choice, both as a product and a business. With sustainability and consumer awareness on the rise, I believe Limelight is poised for significant long-term growth.”

The lab-grown diamond segment is increasingly gaining traction among young, independent consumers who value sustainability, affordability, and transparency. According to industry experts, brands with early entry and a strong national presence, such as Limelight, are well-positioned to benefit from this shift in consumer preference.

“Our campaign goes beyond branding—it reflects the values of modern consumers,” said Rupali Shrivastava, Chief Marketing Officer. “The market is evolving rapidly, and we are committed to leading the change.”

With Shetty’s backing, Limelight plans to accelerate its expansion strategy and reinforce its position as a category leader in India’s fast-growing lab-grown diamond industry.