Goldiam Launches India's First Digital 3D Ring Builder

Goldiam International Ltd. has introduced 'Origem', India's first platform developed in-house for designing custom lab-grown diamond rings. This interactive 3D visualization tool allows customers to configure, visualize, and order bespoke rings.

The platform offers real-time, photorealistic renderings of customized designs. It is integrated with Goldiam's domestic retail business under the Origem brand and is available online and in physical stores.

Customers can choose from features like 6 ring styles, 9 center-stone shapes, 6 center stone sizes, 10/14K gold options, and engraving. The experience can be accessed at https://www.ringbuilder.origemindia.com/.

Strategic Leap for Goldiam

This launch showcases Goldiam's position as an innovative jewelry company and a leader in the lab-grown diamond category. The platform aims to boost customer engagement and loyalty through a unique digital customization experience.

It also strengthens the company's competitive standing in the retail market, allowing Goldiam to apply global retailer insights to its direct-to-consumer journey.

Goldiam's Focus on Lab-Grown Diamonds and Retail

Goldiam International, a long-time exporter of diamond jewelry, is shifting focus to lab-grown diamonds (LGDs), which now make up a large part of its export sales. In Q4 FY25, lab-grown diamond jewelry accounted for 81.8% of Goldiam's export revenue.

The company is also expanding its domestic B2C retail presence through its 'ORIGEM' brand. In August 2025, Goldiam raised ₹202 crore via a QIP to accelerate ORIGEM's expansion, planning to open 70-90 stores across India in the next 18-24 months.

Key Benefits of the New Platform

• Enhanced Customer Experience: Customers gain a new, interactive way to design and visualize their own diamond rings.
• Strengthened B2C Strategy: 'Origem' boosts Goldiam's direct-to-consumer offering, merging digital customization with its expanding retail network.
• Technological Edge: Positions Goldiam as an innovator in India's jewelry sector, especially in the fast-growing LGD market.
• Data Insights: The platform can offer valuable data on customer customization preferences, helping future product development.

Competitive Landscape

Goldiam's new 3D ring builder puts it at the forefront of digital customization for LGDs. Peers like Titan's Tanishq invest in technology but focus mainly on natural diamonds, seeing LGDs as separate.

Kalyan Jewellers, meanwhile, is investing heavily in a 'phygital' strategy, combining online sales and digital platform acquisitions to expand its reach. While Tanishq benefits from strong brand recognition, Goldiam's dedicated focus on LGDs and advanced customization via 'Origem' offers a distinct advantage. Kalyan Jewellers' extensive digital integration offers a competitive omnichannel experience.

Market Challenges and Risks

Indian consumers traditionally favor natural diamonds and gold; widespread adoption of LGDs and new digital platforms may take time.

The jewelry market is highly competitive, with major players like Tanishq and Kalyan Jewellers also investing in digital tools and customer engagement.

Successfully scaling the retail network and ensuring a smooth customer experience for custom products across online and physical stores remains key.

Looking Ahead

• Customer Adoption: Monitor how customers adopt and use the 'Origem' 3D Ring Builder.
• Retail Expansion Pace: Track the pace of new ORIGEM store openings against company targets.
• Sales Contribution: Assess revenue from the ORIGEM brand and its effect on overall sales and profits.
• Competitive Response: Watch how competitors respond to Goldiam's B2C customization innovation.
• Profitability: Analyze the profit margins for LGD products, particularly those designed using the new platform.