Hi. I'm Disha.
Founder of DiAi Designs.
And this is the real story.
The person behind it
Eight years ago, I had a gut feeling. I followed it.
I grew up in Hong Kong in a family of diamond jewellers spending summers watching my dad build something from the ground up. Moving to Mumbai at 18 was a beautiful chaos I wouldn't trade for anything.
In 2017, I discovered lab-grown diamonds almost by accident. No one in India was making modern jewellery with them. Deep in my heart, I knew it was going to be special. In 2018, DiAi was born.
Today I get to wake up every day and do what I love alongside a team that feels like family, for women who inspire me endlessly.
"I hope this is a reminder to celebrate the real you not the version we try to portray to the world.
- Disha Shah, Founder of DiAi Designs
We do jewellery differently.
On purpose.
A few of the choices we've made that most brands wouldn't.
Every image on our website is real.
No AI generated images. No renders. No digital illusions. Every photo is a real DiAi piece, photographed as it actually exists. What you see is exactly what arrives at your door.
We don't do discounts.
A discount on fine jewellery means the price was wrong to begin with. Ours isn't. The price you see is honest gold at market rate, diamonds fairly valued, craftsmanship fairly paid for. No games.
It's not a ring. It's a memory.
We think about what this piece will mean ten years from now. Who gave it, why it was chosen, what it marks. Every DiAi piece is packed with that intention not just tissue paper and a box.
"I'd rather lose the sale than compromise on what DiAi stands for. These aren't rules we follow they're just who we are. Eight years in, not one of them has changed."
Disha Shah, Founder,
DiAi Designs · Est. Mumbai 2018
The things we won't compromise on
Hallmarked Solid Gold
14kt or 18kt, all DiAi jewellery is made with solid gold. Won't rub off, won't irritate your skin or change appearance over time. Comes with a certified laser engraving too!
Internationally Certified Lab-Grown Diamonds
Our diamonds are grown sustainably in a laboratory and are just like mined diamonds! They are the test-tube baby version of diamonds and indeed sure to sparkle forever!
Lifetime Warranty
All DiAi jewellery comes with a no-questions asked lifetime warranty. Re-polishing, rhodium, cleaning and repair, all at no cost, forever!
Learn from Disha
Everything you've wondered about lab grown diamonds, now answered.
Before you buy fine jewellery, you should understand what you're buying. Disha breaks down the questions we hear every day what makes a lab-grown diamond real, why IGI certification matters, and what EF VVS actually means for you.No jargon. No sales pitch. Just honest answers from someone who has been working with diamonds for over a decade.
The real DiAi
Behind the pieces
DiAi designs is a collection of modern and sustainable fine jewellery, formed as a result of a gap in the existing jewellery market. Join our journey where Sustainability Meets Style!