Funding · Commerce & Consumer Brands

Emori gets ₹3 crore from sharks on Shark Tank

By Startup Enthusiast · 19 January 2026

What they do

Emori sells affordable lab-grown diamond jewellery targeting millennials and Gen Z

It raised ₹3 crore for 6% equity from four sharks on Shark Tank India Season 5

The brand is bootstrapped, online-first, and has one physical store

Emori and True Diamond pitched on Shark Tank India Season 5.
Emori got an investment; True Diamond did not.
Emori initially asked for ₹75 lakh for 1% equity, valuing the company at ₹75 crore.
Emori closed a deal of ₹3 crore for 6% equity, at a valuation of ₹50 crore.
The investors were Anupam Mittal, Amit Jain, Namita Thapar, and Ritesh Agarwal.
True Diamond asked for ₹1.08 crore for 1% equity, valuing it at ₹108 crore.
True Diamond exited without a deal because sharks flagged inconsistencies in communication and numbers.

Emori is a bootstrapped brand that built a large online catalogue of over 600 ring designs.
Its inventory turnover is 10x and repeat rate is 12%, showing strong demand.
The deal shows sharks valued Emori at ₹50 crore, lower than its initial ask of ₹75 crore.

Emori sells lab-grown diamond jewellery that is affordable.
It targets millennials and Gen Z customers.
Jewellery is made with 18K and 14K gold and comes with a lifetime warranty.
The brand is online-first: 42% of business comes from digital channels.
It has one physical store and is fully bootstrapped.
Emori offers over 600 ring designs, one of the largest online ring catalogues in its segment.