Bollywood actor and entrepreneur Shilpa Shetty has entered the world of sustainable luxury. She has become both an investor and brand ambassador for Limelight Lab Grown Diamonds, a company that challenges traditional ideas about luxury jewellery.
This partnership kicks off with Limelight’s new campaign, “Let’s Get Real,” which aims to promote lab-grown diamonds as a smart and responsible choice for modern consumers.
Limelight is a trailblazer in India’s lab-grown diamond market, with a presence in over 50 stores across more than 45 cities. The company’s founder, Pooja Sheth Madhavan, sees the brand as more than just a participant in the market; it’s a leader. “We’re building it,” she says. The company has ambitious plans to open 100 stores by 2026, aiming to increase both its reach and relevance. The “Let’s Get Real” campaign is at the heart of this effort, aiming to dispel outdated myths about luxury and offer a compelling new option for consumers.
For Shilpa Shetty, her involvement was a natural fit. She emphasises the “honesty” of the lab-grown diamond story, calling them a “smart and responsible choice.” Shetty believes that the future of luxury is about meaningful and authentic choices, and that Limelight offers a way to wear something beautiful without compromising on values. She expressed her pride in helping to shape this new vision of luxury.
The campaign’s core message, “Let’s Get Real,” is a direct appeal to a new generation of consumers. According to Rupali Shrivastava, Limelight’s Chief Marketing Officer, modern luxury is about meaning, not just legacy.
The campaign is specifically targeting young, independent women across India who want jewellery that reflects their values and lifestyle. Instead of being stored away for special occasions, these diamonds are “made to be worn every day, everywhere.” The campaign will utilise a diverse range of media, including TV and digital ads, as well as in-store experiences, to convey the message of a cultural reset in the world of luxury.