MINAKI, a contemporary luxury jewellery brand, has opened an exclusive store in Connaught Place, New Delhi, showcasing its collection of International Gemological Institute (IGI)-certified lab-grown diamond jewellery. The launch adds to the brand’s retail presence alongside its existing Jewel Box location at GMR Aerocity, positioning MINAKI across both a heritage retail address and a high-footfall travel hub.
The brand hosted a media meet at the Connaught Place store, featuring an interaction with Founder and CEO Monika Soni, built around the brand’s positioning line, “The Same Love, with a New Tradition.” MINAKI said the Connaught Place location was a deliberate choice, given the brand’s roots in Old Delhi.
The store offers MINAKI’s full collection across rings, earrings, bracelets, necklaces and jewellery sets, spanning pieces from under one carat to statement jewellery featuring diamonds of up to 10 carats. The brand operates across two lines: MINAKI Fine, featuring lab-grown diamonds in 14K and 18K gold with VVS2/VS1 clarity, E/F colour and Excellent Cut grading, and MINAKI Demi Fine, a gold-plated line aimed at everyday wear.
Lab-grown diamonds share the same physical, chemical and optical properties as mined diamonds, and their production avoids the large-scale mining associated with natural diamonds — a distinction MINAKI has built its brand proposition around.
“Our lab-grown diamonds are IGI-certified, thoughtfully sourced and paired with contemporary designs and fine craftsmanship,” said Monika Soni. “The natural diamond market has undergone a significant correction in India, with prices falling amid changing consumer demand and the growing acceptance of lab-grown alternatives. This has made the traditional perception of diamonds as an investment more nuanced than before. For MINAKI, this evolving landscape is an opportunity to rethink luxury.”
Soni added that the brand’s longer-term ambition extends beyond the domestic market, “Our vision is to build MINAKI into a jewellery brand that can travel globally while retaining its Indian soul. India has an extraordinary jewellery heritage, and we want to interpret that heritage for the modern woman through a language that is contemporary, elegant and relevant.“
With its Connaught Place flagship and its existing Aerocity location, MINAKI is positioning itself at the intersection of heritage retail and travel-linked luxury shopping, as lab-grown diamonds continue to gain acceptance among Indian consumers.