A respected South Indian jewellery house with a 100-year legacy of trust and artistry, Tibarumal Jewels is stepping into the future by launching Elevé Diamonds, its new lab-grown diamond jewellery brand. Elevé will blend modern innovations with Tibarumal’s legacy and craftsmanship, marking the brand's shift from a heritage jewellery brand to a contemporary global presence.

For over a hundred years, the name Tibarumal has stood for integrity and timeless design, trusted by families across South India for generations. Today, fourth-generation leader Trishank Gupta, CoFounder & Managing Director, and CEO Prajay Maganlal are guiding the brand's new identity through Elevé. Founded in 2025 and based in Hyderabad, Elevé already has flagship stores in Kokapet, Kompally, and Warangal, with plans to open more. The brand intends to launch internationally next year, aiming to become a global luxury house with a strong Indian foundation.

“Eleve began as a way to serve the community that has always trusted Tibarumal Jewels. Over time, it has grown into its own brand, a tribute to the century-old name, tradition, and legacy of Tibarumal’s quality. Having grown up surrounded by jewellery and wanting to create something fresh and meaningful, Eleve became the perfect blend of heritage and modern style, a brand that connects with today’s generation while honouring the past. In simple words, with Elevé, we’re not just continuing the family tradition; we’re elevating it,” says Trishank Gupta, CoFounder & Managing Director, Elevé Diamonds.

Elevé Diamonds is built on the belief that luxury should be meaningful and modern. The brand combines Tibarumal's classic design sense with advanced CVD (Chemical Vapor Deposition) technology to create diamonds that are grown ethically above ground, minimizing environmental impact. Every diamond is precision-cut, IGI-certified, and set in jewellery that is meticulously handcrafted by experts and artisans from the Tibarumal lineage. The quality and soul of the craftsmanship remain fully human.

Elevé’s design aesthetic comes from Tibarumal’s artistic history under Pankaj Gupta, the creative visionary who has designed classic pieces for decades. His influence is visible in Elevé's signature collections, like the Nizam collection, inspired by royal aesthetics, and the Victorian, Polki, and coloured stone collections, which update heritage looks for today’s style-conscious customer.

At its heart, Elevé champions "relatable luxury", jewellery that is aspirational yet sustainable and accessible. It celebrates modern living: the woman wearing diamonds to brunch, the traveller seeking to sparkle abroad without worrying about heirlooms, or parents choosing timeless keepsakes for their children.

“Luxury today isn’t about indulgence, it’s about intention. I see it every day in our customers; they want beauty that feels good, not just looks good. At Elevé, we’ve reimagined the experience of the family jeweller, where trust and warmth meet exquisite design and modern craftsmanship. Every collection is thoughtfully created to make our jewellery feel closer, more personal, and effortlessly accessible, an experience that celebrates both brilliance and conscience,” adds Prajay Maganlal, CEO, Elevé Diamonds.