So/Facet, a premium lab-grown diamond jewellery brand founded by former Unilever leaders Aarushi Agrawal Naulakha and Abhishek Naulakha, has raised ₹10 crore in a seed round led by Sauce. It is the brand’s first institutional funding and the fund’s first investment in the category.
Investors and Plans for the Capital
The round also saw participation from:
Sangeet Agrawal and Navin Parwal, co-founders of Mokobara
The Chona family office, behind HOCCO Ice Creams
Kedar Lele, President, Haleon South Asia
Devaiah Bopanna, Co-founder, Moonshot
The capital will go toward brand building, design, technology, hiring, and an omnichannel rollout. So/Facet launches online in November 2026 and aims to open over 30 premium stores in three years. A pre-launch waitlist already has over 200 potential customers.
Rethinking What a Diamond Means
For decades, diamonds have been tied to set occasions such as proposals, weddings, and anniversaries. Lab-grown diamonds have changed the economics, but much of the storytelling has stayed the same. So/Facet sees an opening to give lab-grown diamonds their own identity, not as an affordable substitute but as objects of self-expression, as personal as sneakers, watches, or fashion.
The name reflects the many facets of a diamond and of the person wearing it. Its guiding question, “What’s yours?”, invites people to celebrate moments on their own terms.
Launch Collections and Technology
Designed in-house, the brand’s six launch collections use IGI-certified lab-grown diamonds, unusual cuts and contemporary design
So/Me features playful shapes such as stars and butterflies
So/Pop pairs diamonds with colourful, stackable enamel charms
So/Icon explores sculptural, design-led jewellery
So/Facet is building a technology-enabled, omnichannel experience that makes discovering, buying and upgrading diamond jewellery seamless across digital and physical touchpoints
The aim is for diamonds to be something customers can keep evolving with, rather than a purchase reserved for one milestone
What the Founders and Lead Investor Said
Aarushi Agrawal Naulakha, Co-founder, said her generation expresses who it is through everything it wears, yet diamonds stayed outside that conversation. She asked why a diamond should need a proposal or a gift from someone else, saying it could mark a new job, a quit, a relationship ended, or simply a Tuesday that felt like yours
Abhishek Naulakha, Co-founder, said India’s next great diamond brand will not be built by selling the same jewellery for less, but on distinctive design, uncompromising quality and craftsmanship, and an effortless experience from first discovery to every purchase and upgrade. He said the ambition is an iconic global brand, born in India, that makes diamonds relevant to a new generation
Manu Chandra, Managing Partner, Sauce, said lab-grown diamonds have transformed the category’s economics, but few brands have reimagined what diamonds can mean. He said the founders combine deep consumer-marketing experience with a sharp instinct for culture, and that So/Facet can build lasting desire, not just price-driven demand
Founder Backgrounds
Aarushi is a MICA Ahmedabad alumna and E4M 30 Under 30 honouree with 6 years of experience across ITC and Unilever, including work on Dove and TRESemmé. She has a community of over 100,000 across Instagram and LinkedIn
Abhishek is an IIM Ahmedabad and SRCC alumnus who spent seven years at Unilever in India and in global sales and marketing roles, most recently as Global Beauty & Wellbeing Channel & Portfolio Lead