So/Facet Wants to Make Diamonds Part of Young India’s Everyday Style

So/Facet is building its jewellery business around a question: how do diamonds fit into the way a younger generation expresses itself? Founded in 2026 by Aarushi Agrawal Naulakha and Abhishek Naulakha, the brand is developing lab-grown diamond pieces intended for personal style and everyday wear. Its focus on self-expression is already visible on its own channels, but the commercial journey is still at an early stage. As of October 20, its website invited visitors to join a waitlist, with the online store yet to launch.

The founders arrived at that starting point after careers in large consumer businesses. Aarushi, a MICA alumna, worked at ITC before joining Hindustan Unilever in 2022, initially handling rural Tamil Nadu as an area sales manager. Her subsequent work spanned shopper marketing, brands and hair-care channels, and she publicly described leaving Unilever as 2025 ended to build a venture with Abhishek. An SRCC and IIM Ahmedabad alumnus, Abhishek spent seven years at Unilever, most recently as Global Beauty & Wellbeing Channel & Portfolio Lead. They are now applying that experience to a new jewellery brand.

The product work centres on six in-house-designed launch collections using IGI-certified lab-grown diamonds, according to the company’s announcement reported by Entrackr. Among the disclosed ranges, So/Me uses star and butterfly shapes, So/Pop combines diamonds with colourful enamel charms that can be stacked, and So/Icon takes a sculptural approach. The founders told The Economic Times that entry-level pieces were planned around ₹15,000–₹30,000, with custom cuts priced higher. So/Facet also reported a pre-launch waitlist exceeding 200 people. The figure describes prospective buyers ahead of the brand’s commercial launch.

On October 19, 2026, So/Facet announced a ₹10 crore seed round led by consumer investment firm Sauce. Its own public announcement names Mokobara co-founders Sangeet Agrawal and Navin Parwal, Ankit Chona and the Chona Family Office associated with Hocco, Kedar Lele, and Moonshot’s Devaiah Bopanna among its backers. Entrepreneur India described the transaction as the startup’s first institutional funding and Sauce’s first investment in the category. The round gives the founders capital to take their collection development and brand proposition into the market.

The company says the money will support brand building, design, technology and hiring, alongside an expansion combining online and physical retail. Its stated next milestone is an online launch in November 2026. The founders also told The Economic Times they aim to open more than 30 premium stores over three years, beginning in India before pursuing international markets including the Middle East. Those are future targets. For So/Facet, the next chapter will be about turning early interest into purchases and demonstrating that its designs can earn a place in customers’ regular jewellery choices.