Firefly Diamonds

Firefly Diamonds was founded in 2023 by brothers Adit and Aayush Bhansali, third-generation diamond entrepreneurs targeting millennial and Gen-Z consumers in the lab-grown diamond jewelry market. Lab-grown diamonds are produced in controlled environments using carbon seeds, are chemically and structurally identical to natural diamonds, and are approximately 70% less expensive than mined diamonds. Firefly's business model centers on mall-based retail stores of approximately 500 square feet each, with its flagship store at R-City Mall in Mumbai, and the Company continues to rapidly expand across India.