Chandigarh-born entrepreneur Arushi Jain captivated Shark Tank India Season 5 with her lab-grown diamond brand Emori, securing a Rs 3 crore deal from four sharks. Namita Thapar praised her “spunk” as the IIM Calcutta alum detailed her journey from Goldman Sachs to OYO before launching Emori in September 2023.
Jain, who has lived in Gurugram for a decade, pitched Emori’s 18-24 karat purity jewellery backed by lifetime warranty and transparent pricing. After achieving profitability at her first store, she sought Rs 75 lakh for 1% equity to scale operations. “I started this business for myself—everyone in my family runs businesses,” Jain responded when Anupam Mittal asked if she aimed to prove a point.
Her credentials impressed: Panjab University engineering, IIM Calcutta MBA, Goldman Sachs investment banking in Bengaluru, financial consulting in Gurugram, UP 2017 election political consulting, and six years at OYO spanning business development to marketing. This diverse experience fueled Emori’s zero-risk customer model in India’s burgeoning lab-grown diamond market.
Aman Gupta offered Rs 2 crore for 4% equity solo, which Jain declined. Instead, she accepted a four-shark consortium: Amit Jain, Anupam Mittal (Rs 1.5 crore for 3%), Namita Thapar, and Ritesh Agarwal for Rs 3 crore at 6% equity total. The deal values Emori at Rs 50 crore, signaling strong shark confidence in sustainable luxury jewellery amid rising ethical consumer demand.
Emori targets millennials seeking affordable luxury without mined diamond ethics concerns. Jain’s pitch highlighted scaling plans post-first-store success, positioning the brand against traditional players through certification and buyback guarantees.
