How Solitario Is Changing Diamond Marketing in India and Beyond

Solitario is a modern diamond jewellery brand co-founded by Vivek Oberoi and Ricky Vasandani. Known for lab-grown diamonds and ethical values, the brand has grown fast across India and global markets. This page talks about how Solitario markets itself, builds trust, and connects with today’s buyers.

Solitario entered the diamond space with a very clear thought. Luxury does not have to come at the cost of ethics. Co-founded by Vivek Oberoi and Ricky Vasandani in 2022, Solitario focuses on lab-grown diamond jewellery that fits the lifestyle and values of today’s buyers.

Instead of copying traditional diamond brands, Solitario chose a fresh path. Its marketing talks about conscious choices, fair pricing, modern design, and transparency. With fast growth across India and global markets like Spain and Dubai, Solitario has positioned itself as a brand for people who want diamonds that feel right, not just look expensive.

Celebrity-Led Brand Building with Purpose

Solitario uses celebrity association carefully. It is not about noise or glamour. It is about belief, trust, and long-term value.

• Vivek Oberoi as Co-Founder and Brand Face

Vivek Oberoi is deeply involved in the brand as a co-founder, not just a public face. This makes a big difference in how people see Solitario.

When a known actor speaks about sustainability and ethical choices while also building a business around it, the message feels honest. Customers see that this is not a short-term campaign but a long-term commitment. His role helps Solitario stand out in a market where many brands rely on paid endorsements with little real connection.

• Trust Over Hype in Communication

Solitario avoids loud or flashy claims. Its marketing focuses on calm, clear communication. Instead of selling diamonds as status symbols, the brand talks about responsibility, design, and value. This approach connects well with buyers who ask questions and research before spending money.

The presence of a known name like Vivek Oberoi adds comfort, especially for first-time buyers of lab-grown diamonds.

• Consistent Message Across Markets

Whether the brand is communicating in India, Spain, or Dubai, the story remains the same. Ethical diamonds. Modern design. Clear pricing. This consistency helps Solitario grow across regions without confusing customers. People know exactly what the brand stands for, no matter where they encounter it.

Retail Expansion as a Core Marketing Strategy

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For Solitario, physical stores play a much bigger role than just selling jewellery. Every store works as a place where people experience the brand in real life.

• Fast Store Growth Creates Strong Visibility

Solitario’s journey from one store to over 18 stores in India and more than 38 stores globally by early 2025 sends a clear signal to the market. It shows that the brand is growing because people are choosing it.

When customers see a brand opening stores quickly, it creates confidence. It tells them that others trust the brand too. Opening 20 stores in just 10 days also helped Solitario stay visible without depending heavily on ads. The speed of expansion itself became a talking point and kept the brand active in industry and customer conversations.

• Strategic Presence in Key Cities

Solitario has chosen cities where jewellery buying is already strong. Cities like Mumbai, Delhi, Pune, Kolkata, and Hyderabad have buyers who understand jewellery and are open to new formats. Being present in these locations helps the brand reach customers who are ready to explore lab-grown diamonds.

International locations like Dubai add a global layer to the brand. This makes Solitario feel established and reliable, even to someone discovering it for the first time.

• International Stores Add Luxury Credibility

Stores in countries like Spain, Nigeria, and the Bahamas help position Solitario as more than a regional brand. They show that the brand works across different markets and cultures.

This global presence supports the idea that lab-grown diamonds are not a passing trend or limited to one country. It shows wide acceptance and growing demand. For customers, this adds confidence. Buying from a brand with international reach feels safer and more credible.

Product Range Strategy That Supports Marketing

By offering variety, modern styling, and fair pricing, the brand removes common doubts people have about lab-grown diamonds. The products themselves become proof of what Solitario claims in its communication.

• High Number of Designs Per Store

Each Solitario store carries around 550 to 800 designs, which is much higher than what many people expect from a lab-grown diamond brand. This wide selection helps break the idea that lab-grown diamonds have limited choices or simple styles. Customers can explore different cuts, settings, and looks in one place. 

From minimal pieces to statement jewellery, the range allows buyers to find something that fits their taste and budget. Marketing uses this variety to show freedom of choice and ease of buying.

• Modern Designs for Daily Life

Solitario designs jewellery for real situations. Office wear, casual outings, gifting, and special days all have a place in the collection. Instead of focusing only on weddings or traditional events, the brand highlights how diamonds can be part of everyday life.

This approach makes the brand feel more practical and less intimidating. Customers see diamonds as something they can wear often, not just store away.

• Clear Pricing and Accessibility

Solitario is open about pricing and keeps communication simple. The brand clearly tells customers that high-quality diamonds do not have to come with very high prices.

By removing price confusion, the brand makes buying decisions easier. Customers feel more comfortable asking questions and exploring options. This honest approach builds trust over time and encourages repeat purchases, as buyers feel they are treated fairly.

Sustainability as the Heart of Brand Messaging

Solitario does not treat sustainability as a side topic or a trend. It is the base of how the brand speaks, designs products, and connects with buyers. Every message, whether in-store or online, ties back to making better choices without losing style or quality.

• Lab-Grown Diamonds as the Main Focus

Solitario puts lab-grown diamonds at the center of its story. The brand clearly explains that these are real diamonds made with technology, not mined from the earth.

By talking openly about no mining, no conflict, and lower impact on nature, Solitario answers the biggest questions buyers have. Marketing stays simple and avoids technical language. This makes it easy for customers to understand what they are buying and why it matters.

• Appealing to the New Generation

Younger buyers want more than good looks. They want to know where products come from and how they are made. Solitario speaks directly to this thinking.

The idea of timeless sustainable new era luxury connects with people who want to enjoy diamonds while also making responsible choices. This message helps the brand build loyalty with buyers who value meaning as much as design.

• Education Based Brand Communication

Solitario chooses to educate before selling. Instead of pushing offers or urgency, the brand focuses on explaining products and values clearly. This approach removes fear and confusion, especially for customers who are new to lab-grown diamonds.

When people feel informed, they feel comfortable. This comfort leads to trust, confidence, and long-term relationships with the brand.

Digital Presence and Organic Brand Growth

Instead of trying to impress with big words or flashy claims, Solitario focuses on being honest and consistent. This makes people feel comfortable spending time with the brand online and learning about its products.

• Simple and Clean Online Communication

Solitario’s digital platforms focus on clear product details, brand values, and design. Information is easy to find and easy to understand.

There is no heavy language or exaggerated promise. Everything is explained in plain words so customers know exactly what to expect. This clarity helps remove confusion and makes the brand feel open and reliable.

• Founder Voice Builds Natural Reach

When Vivek Oberoi talks about Solitario, it feels personal. He speaks as someone building the brand, not just promoting it.

This creates natural attention and interest. People are more likely to listen when the message feels honest and unscripted. His voice adds depth to the brand story and helps it reach people without forcing promotion.

• Store Experience Drives Word of Mouth

Solitario understands that real experiences create the strongest promotion. A positive store visit often turns into online sharing. Customers talk about their experience with staff, product range, and clarity, which leads others to explore the brand. This cycle of good experience and organic sharing helps Solitario grow steadily without relying only on paid visibility.

Conclusion

Solitario’s marketing works because it stays honest and focused. With Vivek Oberoi as co-founder, strong retail growth, global presence, and a clear stand on ethical diamonds, the brand shows how modern luxury brands should be built. Simple messaging, clear values, and consistent action have helped Solitario grow fast while staying true to its purpose.

Find the Right Celebrity for Your Brand

The right celebrity can shape how people feel about your brand. A good match builds trust, not just attention. We help brands connect with actors, sports personalities, and digital creators who align with their brand story.

From brand associations and store launches to campaign promotions and event appearances, we focus on finding people who naturally fit your message. Whether you are planning a festive push or building steady visibility over time, we help you choose faces that speak to the right audience and support your brand goals.