Need honest advice on growing a lab-grown diamond jewellery startup (strategy, marketing, inventory, exhibitions)
I run a small online lab-grown diamond jewellery startup (not sharing the name because I want unbiased advice). We only operate through our website + Instagram, no physical store.
Since November 2025, we’ve received around 27–28 orders, but almost all have come through friends, relatives, or word of mouth — not true online customer acquisition.
I’m also a polished diamond graduate from a reputed organisation, so I personally quality-check all jewellery before it’s sent to customers. We mainly specialise in customised jewellery with good finishing and competitive pricing compared to the market.
My current confusion:
- We’ve been paying a social media agency ~₹30k/month for 6 months, but haven’t received meaningful online orders from it.
- Should I stop the agency and learn performance marketing/social media myself?
- Is consistent founder-led content enough initially?
- How should a customised jewellery startup think about inventory?
Customers ask for different budgets and gold types (9kt, 14kt, 18kt), so stocking inventory feels risky.
Should I:
- Make real jewellery inventory?
- Only make sample/display pieces?
- Use American diamonds/copper for showcasing?
- Or invest in real gold + lab diamond pieces? If yes, which karat makes the most sense strategically?
Would really appreciate advice from founders, D2C brand owners, jewellery professionals, or anyone who has scaled a premium/custom product business online.