Mumbai: ORIGEM, the lab-grown diamond jewellery brand from Goldiam International Ltd., is turning heads and challenging conventions with its newly launched campaign, “When It Comes to Diamonds – SIZE MATTERS.” Aimed at reshaping the modern consumer’s idea of luxury, the campaign boldly asserts that size and brilliance don’t have to come with a prohibitive price tag—especially with the power of lab-grown technology.
Positioning bigger, bolder solitaires at the center of its proposition, the campaign is a radical departure from the whisper-soft elegance typically associated with traditional diamond advertising. Instead, ORIGEM leans into aspiration, visibility, and disruption—with messaging that celebrates confidence, sustainability, and accessibility, all without compromise.
Sujata Reddy, Head, Brand and Marketing, ORIGEM, shares, “With ORIGEM’s first campaign, we wanted to be crystal clear about what sets us apart , larger, lab-grown solitaires that make a bold statement. The idea behind ‘Size Matters’ was to spark instant recognition and resonate with the aspirations of today’s consumers. We deliberately chose a phrase that’s bold yet undeniably relevant, because the truth is, bigger diamonds have always carried deep emotional and social value. They draw attention, inspire confidence, and symbolise aspiration. Even outside the context of diamonds and in popular culture, this phrase evokes a strong response; it’s almost like humanity is divided when it comes to taking sides for ‘Size Matters’. The same debate is extended to diamonds too but we’ve hardly ever seen anyone deny that bigger diamonds make a bigger impact.”
With its sleek, cheeky tone and unapologetic clarity, the campaign is engineered to ignite conversation. It also aligns with shifting market realities where lab-grown diamonds are rapidly redefining what’s possible — ethically, environmentally, and economically.
Abhinav Kumar, President, ORIGEM, adds, “As a new-age brand, ORIGEM has shown the courage to break the mould, launching a bold, conversation-starting campaign that reimagines solitaire shopping for the next generation. ‘Size Matters’ taps into everyday banter and real consumer insight—a phrase instantly recognisable, universally relatable, and impossible to ignore, especially when it comes to diamonds.”
Anmol Bhansali, MD, Goldiam International Ltd., said, “Through this campaign, we wanted to break past subtlety and ignite a conversation the industry has long avoided. At the same time, our goal was to position ORIGEM as India’s go-to for lab-grown diamond jewellery; trusted, design-forward, and unmistakably modern.”
The rollout began with OOH placements across Mumbai, timed with new store launches in Borivali, Kharghar, and Mulund. With striking visuals and sharp copy, the billboards immediately captured attention. The campaign quickly spilled over to social media, sparking user engagement, debate, and curiosity — all while establishing “Size Matters” as a brand-defining statement.
As lab-grown solitaires gain cultural and commercial momentum, ORIGEM’s bold creative approach sets it apart — not just as a disruptor, but as a frontrunner in making diamond aspiration more accessible, ethical, and unapologetically bold.
