So/Facet, a premium lab-grown diamond jewellery brand founded by former Unilever leaders Aarushi Agrawal Naulakha and Abhishek Naulakha, has raised ₹10 crore in a seed round led by Sauce. The funding will support brand building, design, technology, hiring and an omnichannel rollout as the company prepares to launch online in November 2026.
Quick Summary
- So/Facet has raised ₹10 crore in a seed funding round led by Sauce.
- The round includes investors such as Mokobara co-founders Sangeet Agrawal and Navin Parwal, the Chona family office, Kedar Lele and Devaiah Bopanna.
- The premium lab-grown diamond jewellery brand was founded by former Unilever leaders Aarushi Agrawal Naulakha and Abhishek Naulakha.
- So/Facet plans to launch online in November 2026 and aims to open over 30 premium stores in three years.
- Its six launch collections feature IGI-certified lab-grown diamonds, unusual cuts and contemporary designs.
- The brand has built a pre-launch waitlist of over 200 potential customers.
So/Facet Raises ₹10 crore Led by Sauce to Build the Diamond Brand that Young India Has Been Missing
Mokobara’s co-founders, the Chona family office, Haleon South Asia’s Kedar Lele and Moonshot’s Devaiah Bopanna also invest; brand launches online in November and targets 30+ premium stores in three years
So/Facet Raises ₹10 Crore in Seed Funding
Mumbai, 19 October 2026: So/Facet, a premium lab-grown diamond jewellery brand founded by former Unilever leaders Aarushi Agrawal Naulakha and Abhishek Naulakha, has raised ₹10 crore in a seed round led by Sauce – its first institutional funding and the fund’s first investment in the category.
Investors and Plans for Expansion
The round also saw participation from Mokobara co-founders Sangeet Agrawal and Navin Parwal; the Chona family office, behind HOCCO Ice Creams; Kedar Lele, President, Haleon South Asia; and Devaiah Bopanna, Co-founder, Moonshot. The capital will support brand building, design, technology, hiring and an omnichannel rollout. So/Facet launches online in November 2026 and aims to open over 30 premium stores in three years.
Reimagining Diamonds as a Form of Self-Expression
For decades, diamonds have been tied to prescribed occasions: proposals, weddings and anniversaries. Lab-grown diamonds have changed the economics, but much of the storytelling remains the same. So/Facet sees an opportunity to create a distinct identity for lab-grown diamonds – not as an affordable substitute, but as objects of self-expression, as personal as sneakers, watches or fashion. Its name reflects the many facets of a diamond and the many versions of the person wearing it. Its defining question, “What’s yours?”, invites people to celebrate moments on their own terms.
Aarushi Agrawal Naulakha on the Brand’s Vision
“Our generation expresses who we are through everything we wear, yet diamonds somehow stayed outside that conversation,” said Aarushi Agrawal Naulakha, Co-founder, So/Facet. “Why should a diamond need a proposal or someone else to gift it to you? It could mark the job you landed, the job you quit, the relationship you walked away from – or a Tuesday that simply felt like yours. We want people to decide what their diamonds mean. That’s the spirit of ‘What’s yours?'”
Six Launch Collections and an Omnichannel Experience
Designed in-house, So/Facet’s six launch collections feature IGI-certified lab-grown diamonds, unusual cuts and contemporary design. So/Me brings playful shapes such as stars and butterflies; So/Pop pairs diamonds with colourful, stackable enamel charms; and So/Icon explores sculptural, design-led jewellery. Beyond design, So/Facet is building a technology-enabled, omnichannel experience that makes discovering, buying and upgrading diamond jewellery seamless across digital and physical touchpoints. The brand wants to make diamonds something customers can continually evolve with, rather than a purchase reserved for a single milestone. It has already built a pre-launch waitlist of over 200 potential customers.
Abhishek Naulakha on Building a New-Age Diamond Brand
“We don’t believe India’s next great diamond brand will be built by selling the same jewellery for less,” said Abhishek Naulakha, Co-founder, So/Facet. “It will be built on distinctive design, uncompromising quality and craftsmanship, and an experience that feels effortless – from the first discovery to every purchase and upgrade. We’re bringing together the timeless appeal of diamonds with a new-age approach to design, technology and retail. Our ambition is to build an iconic global brand, born in India, that makes diamonds relevant to a new generation.”
Sauce on So/Facet’s Market Opportunity
“Lab-grown diamonds have transformed the category’s economics, but few brands have reimagined what diamonds can mean,” said Manu Chandra, Managing Partner, Sauce. “Aarushi and Abhishek combine deep consumer-marketing experience with a sharp instinct for culture. So/Facet has the potential to build lasting desire, not just demand driven by price.”
Founders’ Professional Backgrounds
Aarushi, a MICA Ahmedabad alumna and E4M 30 Under 30 honouree, held marketing roles & has 6 years of work ex across ITC and Unilever, including work on Dove and TRESemmé, and has a community of over 100,000 across Instagram and LinkedIn. Abhishek, an IIM Ahmedabad and SRCC alumnus, spent seven years at Unilever in India and global sales and marketing roles, most recently as Global Beauty & Wellbeing Channel & Portfolio Lead.
About So/Facet
So/Facet is a premium, design-led lab-grown diamond jewellery brand founded in 2026 by Aarushi Agrawal Naulakha and Abhishek Naulakha. With in-house designs and IGI-certified diamonds, the brand reimagines jewellery as an expression of individuality rather than prescribed occasions. So/Facet launches online in November 2026, with premium retail stores to follow.
Website: sofacet.com | Instagram: @so.facet
About Sauce
Sauce is a consumer-focused fund with a track record of backing some of the most marquee brands of India. Via its seed and growth vehicles, Sauce supports portfolio companies from idea to IPO stages with capital and deep engagement. Notable investments include Hocco ice creams, The Whole Truth Foods, Innovist, Mokobara and Epigamia.
FAQs
How much funding has So/Facet raised?
So/Facet has raised ₹10 crore in a seed funding round led by Sauce.
Who founded So/Facet?
So/Facet was founded in 2026 by Aarushi Agrawal Naulakha and Abhishek Naulakha, both former Unilever leaders.
Who invested in So/Facet’s seed funding round?
The round was led by Sauce, with participation from Mokobara co-founders Sangeet Agrawal and Navin Parwal, the Chona family office, Haleon South Asia President Kedar Lele and Moonshot Co-founder Devaiah Bopanna.
When will So/Facet launch?
So/Facet plans to launch online in November 2026.
What are So/Facet’s retail expansion plans?
The brand aims to open over 30 premium stores within three years.
What makes So/Facet different from other diamond brands?
So/Facet aims to position lab-grown diamonds as objects of self-expression rather than products reserved for proposals, weddings and anniversaries. Its collections combine unusual cuts, contemporary design and IGI-certified lab-grown diamonds.
What collections will So/Facet offer?
Its six launch collections feature contemporary designs and IGI-certified lab-grown diamonds. The press release highlights So/Me, featuring playful shapes such as stars and butterflies; So/Pop, pairing diamonds with colourful, stackable enamel charms; and So/Icon, focusing on sculptural, design-led jewellery.
Who is the Managing Partner of Sauce?
Manu Chandra is the Managing Partner of Sauce.
Source: SVAR Media Network
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