Shine Right

Disha Shah and Aishwarya Acharya

It was almost three years back when two young women decided to create fine jewellery that is sustainable, modern, and affordable. But before doing that, Disha Shah and Aishwarya Acharya, founders of DiAi Designs, researched for months to concoct diamond pieces that are not resting on the harships and violence against human race, something that the world needs right now.

In short, the jewellery is sustainable. How,  you ask? Each jewellery piece is made using lab grown diamonds. Unlike mined diamonds, these do not pulverise the Earth’s natural state or force children into the trade. These diamonds are physically, chemically and optically as sparkly as the mined ones, but responsible. 

“Lab-grown diamonds are like the millennials of the diamond industry. It is a practical yet sustainable solution to all jewellery needs. Both mined and lab-grown diamonds are made from carbon. Carbon particles are placed in a highly-controlled laboratory and the same pressure and temperature is provided as the earth’s mines. This enables the carbon to grow into a rough diamond (rock) and similar to a mined diamond, the rough diamond then goes through the process of cutting and polishing,” the duo tells us. 

Considering the fact that diamonds are prone to fakeness, their jewellery is certified by international labs for authenticity. The diamonds are studded in gold, which maintains a standard resale value. Taking a gander at the present patterns and anticipating the needs of India, Disha and Aishwarya design and execute the ideas keeping them minimal. “We had seen the Indian market flooded with traditional, intricate designs. We decided to keep everything minimal to cater young, modern women. The aesthetic of DiAi is a fresh twist on lightweight, classic designs that can be worn every day and layered for a statement look. We like to design pieces that are non-fussy and that can become daily staples,” 
they say. 

Although, the process is long, as they tell us. Keeping in mind the wearability, the method of creating such fine pieces include CAD, CAM, diamond procurement, gold casting, filling, polishing, diamond setting, quality control and certification. 

They are conscious of the material being used and also make sure that they make their customers aware. “Best quality at fairest price. It’s time that each brand approaches fashion in a sustainable manner.”

In the last couple of years, a lot of brands have come forth, especially with the help of social media. The designers tell us how it has helped them, “It has increased our reach to the right audience.” Not just this, it has helped them to raise awareness about the brand and also getting the message out about their rationality and philosophy. 

Catering to designs that can switch between day and night looks, DiAi designs care for the environment and will help you become mindful of what you spend your money on. 

Mitali Goyal

Mitali Goyal is a fashion stylist at L'Officiel India. She is a stationery hoarder and you could come to her, in case, you'd like to know Victoria's Secret.