So/Facet Raises ₹10 Crore Seed Funding for Premium Lab-Grown Diamond Jewellery
The brand, founded by former Unilever executives Aarushi Agrawal Naulakha and Abhishek Naulakha, plans an online launch in November 2026 and more than 30 stores over three years.
So/Facet has raised ₹10 crore in seed funding led by consumer-focused investment firm Sauce as it prepares to introduce its premium lab-grown diamond jewellery brand in India.
Announced on 19 October 2026, the round brings together investors from consumer businesses, retail and marketing. The capital will support the startup’s product development, brand building, technology, recruitment and expansion across online and physical stores.
The company is approaching diamonds as accessories for personal expression and everyday wear. Its founders want customers to choose jewellery around their own tastes and experiences, expanding the reasons people might buy and wear diamonds.
So/Facet Funding: Key Details
| Detail | Information |
|---|---|
| Funding amount | ₹10 crore |
| Funding stage | Seed round |
| Lead investor | Sauce |
| Founders | Aarushi Agrawal Naulakha and Abhishek Naulakha |
| Founded | 2026 |
| Planned online launch | November 2026 |
| Retail ambition | More than 30 premium stores over three years |
| Planned launch range | Six collections |
The round is reported as So/Facet’s first institutional funding and Sauce’s first investment in the lab-grown diamond jewellery category.
Who Invested in So/Facet?
Alongside Sauce, the round included:
- Sangeet Agrawal and Navin Parwal, co-founders of luggage brand Mokobara.
- The Chona family office, associated with HOCCO Ice Creams.
- Kedar Lele, a senior executive at Haleon.
- Devaiah Bopanna, co-founder of Moonshot.
Co-founder Abhishek Naulakha confirmed the funding in a public announcement and described the business as being at a pre-revenue stage.
That places the investment early in the company’s development. The funding supports the work of bringing the brand to market and building its initial customer base.
The Founders Behind the Jewellery Startup
So/Facet was founded in 2026 by Aarushi Agrawal Naulakha and Abhishek Naulakha, both former Unilever executives.
Aarushi is a MICA Ahmedabad alumna whose experience includes roles at ITC and Unilever, including work connected to Dove and TRESemmé.
Abhishek studied at IIM Ahmedabad and Shri Ram College of Commerce. His career includes nearly seven years at Unilever, with experience in its beauty and wellbeing business.
Their backgrounds bring consumer marketing and brand development experience to the venture. Those capabilities are relevant to a jewellery business that must establish a recognisable identity, explain its products and build trust.
The operational challenge will extend into design, sourcing, quality control and retail service. The founders’ commercial experience provides a starting point, while the launch will test how effectively those capabilities translate into jewellery.
How So/Facet Plans to Use the ₹10 Crore
The startup has identified five broad priorities for the investment: brand building, design, technology, hiring and retail expansion.
These priorities connect the product itself with the experience of buying it. Design determines the collections customers see, while technology supports discovery and transactions. Hiring provides the team needed to develop products and manage the business.
The planned combination of online sales and physical stores adds another requirement: customers should receive consistent product information and service across both channels.
So/Facet has not disclosed a detailed allocation of the funding among these activities.
Six Collections Planned for Launch
The brand plans to introduce six collections, developed through in-house design and featuring what the company describes as International Gemological Institute-certified lab-grown diamonds.
Three of the collections outlined in the announcement are:
| Collection | Design direction |
|---|---|
| So/Me | Playful shapes, including stars and butterflies |
| So/Pop | Diamonds combined with colourful, stackable enamel charms |
| So/Icon | Sculptural jewellery with a contemporary design focus |
The range suggests an emphasis on pieces customers can select and combine according to their style.
For the business, recognisable design could become a reason for shoppers to choose the brand and return for additional pieces. Whether that translates into repeat purchases will become clearer after launch.
Making Diamonds Part of Personal Style
The founders’ stated ambition is to give diamond jewellery a broader place in consumers’ lives.
Aarushi has described the brand’s inspiration around personal milestones, new beginnings and individual choices. The idea is to make jewellery something people can buy for themselves and connect with their own stories.
Abhishek has emphasised design, craftsmanship and the overall buying experience as central to the company’s approach.
This strategy places importance on how a piece looks and feels, how it is presented and how comfortably it fits into everyday use. The brand will need to communicate those qualities through its collections, photography, product information and retail interactions.
Online Launch First, Physical Stores to Follow
So/Facet plans to launch online in November 2026, followed by a physical retail rollout. Its stated ambition is to open more than 30 premium stores within three years.
The company is developing a connected shopping experience covering product discovery, purchases and upgrades across digital and physical channels.
For jewellery, the two channels can serve complementary purposes. Online browsing allows customers to explore designs and compare details. A store provides an opportunity to examine a piece, check its fit and discuss questions with staff.
The startup says more than 200 potential customers have joined its pre-launch waitlist. This indicates early interest; the first commercial test will be how that interest converts into purchases after launch.
Understanding Lab-Grown Diamonds and Certification
Lab-grown diamonds are produced in controlled environments. According to the Gemological Institute of America, they have essentially the same chemical, physical and optical properties as natural diamonds, while their growth characteristics allow specialist laboratories to identify their origin.
Clear disclosure helps customers understand what they are buying.
The International Gemological Institute, or IGI, explains that its diamond reports identify whether a stone is natural or laboratory-grown and document characteristics such as shape, measurements and the familiar 4Cs: carat weight, colour, clarity and cut.
For a jewellery brand, those reports provide information about the stones. Customers also assess the finished piece through its setting, workmanship, comfort and service terms.
So/Facet’s announcement emphasises certified diamonds and in-house design as elements of its intended offering.
What Comes Next for So/Facet?
The immediate milestone is the planned November launch, when customers will be able to assess the collections and shopping experience.
Commercially, early indicators will include conversion from enquiries to purchases, customer feedback and demand for individual designs. As stores are added, the business will also need to manage inventory and service consistently across locations.
The ₹10 crore seed round gives So/Facet capital to begin that process. Its longer-term progress will depend on turning its design proposition into products customers choose, wear and recommend.
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