So/Facet, a new age lab grown diamond jewellery startup founded by former Unilever leaders Aarushi Agrawal Naulakha and Abhishek Naulakha, has raised Rs 10 Cr in seed funding led by consumer focused venture capital firm Sauce. The round also attracted investors including Mokobara co-founders Sangeet Agrawal and Navin Parwal, the Chona family office, Kedar Lele and Devaiah Bopanna.
The company plans to use the capital to build its brand, develop jewellery designs, invest in technology, hire talent and prepare for an omnichannel rollout. So/Facet is scheduled to launch online in November 2026, followed by premium retail stores.
The funding is notable because the company is still at the pre-revenue stage, meaning it has not yet begun generating sales. Investors are backing its founders, brand positioning and plans to build a premium jewellery business around lab grown diamonds.
Founders Bet on Personal Expression, Not Just Special Occasions
So/Facet was co-founded in 2026 by Aarushi Agrawal Naulakha and Abhishek Naulakha, both former Unilever professionals. The founders want to position diamonds as jewellery people can wear to express their identity, rather than limiting purchases to weddings, anniversaries and other milestones.
The brand plans to offer in house designs featuring IGI certified lab grown diamonds. Its positioning centres on self expression, contemporary design and premium jewellery for a new generation of consumers.
Who Invested in So/Facet?
Sauce led the Rs 10 crore seed round. Other investors include:
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Sangeet Agrawal and Navin Parwal: Co-founders of travel and lifestyle brand Mokobara.
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The Chona family office: An investor associated with the consumer business ecosystem.
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Kedar Lele: A business leader with experience in consumer and personal care markets.
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Devaiah Bopanna: Co-founder of Moonshot.
The company has not publicly disclosed its valuation or the equity stake offered in exchange for the funding.
Why This Funding Matters for India's Lab-Grown Diamond Market
Lab-grown diamonds are attracting new brands and investors as jewellery companies look beyond traditional buying occasions and explore everyday wear designs. Established players and younger consumer brands are competing to build distinct identities in this segment.
For So/Facet, the opportunity is to build a recognisable premium brand rather than compete only on price. However, the company will need to convert its brand story into actual sales, establish customer trust and manage the costs of an omnichannel retail strategy.
Its planned November 2026 launch will be the first major test of consumer demand. Since the company is pre revenue, the Rs 10 crore round is an early investment in building the business, not evidence of established market traction.
The Unicorn Magazine:- Editing by Deepak Singh
