MUMBAI: Solitario, a lab-grown diamond brand, has completed its ‘Bling Better’ tour— a campaign dedicated to promoting sustainable luxury. Timed with the festival season, the tour not only celebrated the brand’s one-year anniversary but also showcased its commitment to sustainability while reinforcing its growing global presence.
Led by co-founder, brand ambassador Vivek Oberoi, the tour made stops in cities, including Pune, Bangalore, and Chennai, presenting a fusion of eco-conscious craftsmanship and high-end appeal. Oberoi’s widespread influence, particularly in South India where his presence in various film projects has increased his brand value, played a pivotal role in amplifying Solitario’s visibility and reach across key markets.
Solitario Lab-Grown Diamonds said that it is one of the first jewellery brands from India to be featured on the Burj Khalifa in Dubai. It began with a single store in Pune. Today, the brand has the strongest footprint in Pune with three boutique store and several thriving partnerships.
The brand leveraged its Pune presence and popularity to steal the spotlight with an iconic moment. During the auspicious Ganesh Chaturthi, Oberoi and co-founder Ricky Vasandani offered a 66-carat diamond tilak to the revered Shreemant Dagadusheth Halwai Ganpati, symbolizing the brand’s dedication to both cultural and environmental values. The event resonated strongly with local consumers, further deepening Solitario’s connection in the city.
The tour then made its way to Bangalore, where an exclusive gathering for High-Net-Worth Individuals (HNIs) was held in line with the brand’s vision of creating awareness on the new sgement. The gathering allowing guests to engage with the city’s social elite while discussing the future of lab-grown diamonds in luxury markets. With the brand having recently opened its second store in Bangalore, this stop further cemented the city as a major growth area for Solitario.
Chennai, the tour’s final stop, saw the brand hosting the innovative ‘Diamonds and Denim Fashion Show’ at Phoenix Mall, capturing the attention of fashion-forward audiences. With Oberoi’s star power in Southern cinema boosting the event’s prominence, the tour solidified the brand’s footprint in a crucial regional market.
Ricky Vasandani, co-founder, CEO, Solitario said, “The ‘Bling Better’ tour has been a testament to Solitario’s vision of making sustainable luxury accessible to discerning customers. As we wrap up this tour, we are proud to have grown by nearly 100%, and are looking forward to continuing this trajectory, with expectations of surpassing Rs. 100 crores in the coming fiscal year.”
In the last six months, the brand has broadened its presence by launching three domestic stores and three international locations, including a flagship store in Dubai. Furthermore, Solitario has established its European headquarters in Barcelona, with plans to open two additional stores in Malaysia.
Kabir Kate, head of marketing, Solitario, said, “The ‘Bling Better’ campaign has been a tremendous success for us, providing Solitario with unparalleled visibility across phygital platfroms and markets. Our ethical diamond revolution tour became an effective means to reach out and touch bases with our growing audience in Pune, Bangalore and Chennai, reaching an audience of 50 million, with extensive engagements. Along with this, we clocked about 20 million digital impressions. It created a strong identity for the brand as the go-to choice for those seeking sustainable luxury. The festival season offered the perfect backdrop for our tour, ensuring our message of ethical luxury reached new heights.”
Solitario said that it remains committed to redefining luxury, focusing on craftsmanship and sustainability as the cornerstones of its brand.
Campaign tour links:
https://www.youtube.com/shorts/MdmpxwF78sE
