Daijiworld Media Network - Mumbai
Mumbai, Oct 15: Trent Ltd.-operated apparel and lifestyle retailer Westside is making a foray into the fast-growing lab-grown diamonds segment, aiming to capitalise on evolving fashion trends. With 20 lab-grown diamond outlets already part of its portfolio, the brand recently launched its products online ahead of the festive Diwali season, reflecting its strategy to combine fashion with jewellery innovation.
Shailina Parti, Chief Operating Officer of Westside, told NDTV Profit, “We view this as a fashion proposition. With more people shifting to lab-grown diamonds, it makes sense for us to participate. This is not about entering the fine jewellery segment, but about offering fashion-forward options to consumers.”

Lab-grown diamonds are chemically, physically, and optically identical to natural diamonds, and once cut and polished, they are virtually indistinguishable from their natural counterparts without advanced testing. This affordable alternative has gained significant traction among price-conscious Indian buyers, driving demand both in retail and exports. Between 2019 and 2022, India’s lab-grown diamond exports tripled in value, while export volumes rose 25% from April to October 2023 compared to the previous year.
Parti noted that the growing interest among younger consumers is driving early Diwali sales, and Westside’s operational strength — including a robust supply chain and the ability to bring new products to market quickly — positions it well to capture this trend. She added that the recent GST rationalisation has not significantly altered consumer behaviour, reinforcing the strong appeal of lab-grown diamonds in the fashion segment.
With this move, Westside is set to strengthen its position as a trend-forward retailer, blending apparel, accessories, and now sustainable fashion jewellery to cater to evolving consumer preferences.