The Good Glamm Group's cofounder Priyanka Gill, who joined Kalaari Capital as a venture partner in January last year, has stepped down from the early-stage venture capital firm to launch her own venture.

Gill's lab-grown diamond (LGD) brand, COLUXE, will be operating in an omnichannel mode, and offer contemporary designs focusing on collections built around the classic suite of jewellery, from solitaire rings, pendants, earrings, tennis bracelets and necklaces.

It has also secured funding from friends and family.

The Delhi-based D2C brand claims that its key differentiator for the company would be its technology-led focus on customising and innovating new mechanisms, where consumers can have the experience of AI-powered virtual try-ons, multi-setting designs, and personalised jewellery experiences.

COLUXE is looking to fully roll out its operations in the Indian market by mid this year.

To note, Gill was roped as The Good Glamm Group's cofounder after her content community firm PoPxo got acquired in 2020.

"LGDs are as beautiful as mined diamonds, maybe more so, as they are sustainable and ethical. They are visually and molecularly identical to their mined counterparts, making them a beautiful, rational choice for aspirational consumers who want more. COLUXE jewellery with LGDs is impactful, cost-effective and good for both the planet and people," said Gill.

During her tenure at Kalaari Capital, the VC firm invested in brands such as digital fitness startup Portl, deeptech startup Clean Electric, women-focused neobanking startup LXME and product design startup Figr, in the past year.

Updated at 02:26 PM