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You won’t believe how a couple from Jaipur quietly built one of America’s most trusted diamond jewellery brands — with no stores, no Bollywood backing, and no buzz. Just belief, craftsmanship and email marketing.

What if we told you that one of Hollywood’s red carpet favourites was born out of a dinner-table idea in Rajasthan?

This isn’t just a story of selling diamonds.
It’s a blueprint for every Indian who dreams of building a global luxury brand — without selling out.

Angara didn’t open showrooms.
Didn’t chase vanity metrics.
Didn’t bow down to trends.

Instead, they cracked the US market from Jaipur, used family-owned workshops to beat big factories, and built trust in a category where even a ₹5 lakh order is placed without a trial.

In this episode, discover:

Why colourless diamonds rule over coloured ones
How Angara became a global D2C force without VC money
Lab-grown vs natural: What your jeweller won’t tell you
The cultural buying shift between India and the US
What the fall of De Beers teaches us about monopolies
Why Angara doesn’t believe in opening retail stores
What customers actually want when they buy high-ticket jewellery
Why building trust online is the real luxury hack of 2025


00:00:00 – What's in the pack
00:02:54 – From a couple’s conversation to a global luxury brand
00:14:02 – What luxury customers actually want (Hint: not just sparkle)
00:23:34 – The Jaipur origin story that quietly took over Beverly Hills
00:26:04 – Selling their first diamond — no showroom, no trial
00:29:08 – Why coloured diamonds don’t work (even if they’re rare)
00:29:37 – The fall of De Beers and rise of conscious buying
00:30:58 – The lab-grown diamond insight founders won’t admit
00:33.43 – How Covid changed luxury buying forever
00:35:26 – What Warren Buffett said about money — and how Angara applied it
1:02:08 – How to sell trust in a product that no one can touch
1:17:45 – The biggest myth in online luxury selling




Learn content, writing, and personal branding, and stand out with this course: https://www.influenceclub.io/

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Millions want to build something of their own but feel stuck or unsure where to start. RESTLESS is where the 1% share their blueprint — hosted by Ayush Shukla, capturing the untold, unfiltered journeys of the most successful people across the globe. So you never have to feel helpless again.

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About Ayush Shukla
Founder of Finnet Media — an influencer marketing and talent agency managing India’s top creators.
Worked with 250+ creators and 100+ brands like Amazon, CRED, INDmoney.
Angel investor in the FMCG, Fintech, and Creator Economy space.

📲 Follow Ayush Shukla On:
Instagram: @AyushShukl.a
Twitter: @AyushShukl99
LinkedIn: AyushShukla99
YouTube: @AyushShuklaYouTube

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