Emori at Shark Tank India

“Did you get the deal?” is all that we have heard in the last few days, followed by “Congratulations on the deal!” in the days after. Everyone saw Emori at Shark Tank, and many were amazed to see the heights the team had reached. This naturally led to an obvious question for entrepreneurial minds: “What’s the story behind Emori, and how did we get here?”

The Journey That Led Emori to Shark Tank

The story started back in September 2023 with just two people. They had big goals, clear intentions, and strong determination.

The journey began in a small office cubicle in Gurugram, and now Emori is at Shark Tank India season 5. The roads were often not easy, but they were embraced by the team because the Emori family was never looking for quick or easy ways out. As the CEO, Arushi Jain herself said while answering one of the concluding questions by Ritesh Agarwal, “We are here for the long run.”

The efforts of not one person but the entire team working as one are what led us to national television, where we got to share our story.=

When faced with a complex question by Anupam on the Shark Tank stage, asking Arushi why she wanted the funding and who she was trying to prove something to, she calmly replied, “I am not trying to prove anything to anyone. I want to do this for myself because ever since I was a kid, I had always dreamt of having my own business one day. Everyone in my family has their own businesses.”

The idea was always clear, “Do what you love and do it in a way that brings a positive change around you.”

Arushi’s visits to her relative’s place in Surat had always intrigued her towards diamonds, and her desire to create an impact, combined with an excellent understanding of the market and her admirable qualifications, is what led her from traditional diamond jewellery to lab-grown diamond jewellery.

The Next Chapter in Emori’s Journey

What the future holds for Emori was a question the sharks were keen to know. We were asked what our eventual goal is and which niche we aim to lead in five years.

Arushi’s reply to Ritesh’s question about the niche we want to dominate, “Diamond jewellery that is affordable for millennials and Gen Z,” made the idea very clear.

There are honestly two dynamics to this answer.

As already mentioned, we are here for the long run. Five years from now, we want to be the name that comes to everyone’s mind when they think of diamond jewellery, whether for themselves or their loved ones. We want to make diamond jewellery shopping easy, fun, and affordable.

From a more personal perspective, we also have numbers in mind. We aim to be a company generating approximately ₹1300 crore in revenue.

What Sets Emori Apart from the Rest?

There are quite a few big players in the market, and this led to a common doubt among the sharks. As voiced by Aman, “How are we different from other brands?”

It was a fair question because there are several brands doing business in lab diamond jewellery. So what is it that truly sets us apart?

1. We are an online-first brand.

We understand and respect the fact that not everyone has the time to visit a store. That is why we ensure our customers receive all the assistance they need from our team to have an experience they cherish and jewellery that feels like it was made just for them.

1. Our collections speak for us.

We have an in-house design team that knows its craft well, which allows us to offer collections adored by thousands of people. Our designs are millennial and Gen Z focused, ensuring our target audience feels a strong connection with our products. As Arushi mentioned at the tank, we have over 600 + designs in the ring category alone, making us one of the largest online lab diamond jewellery brands.

So the real question is not what sets us apart, but what makes Emori the right choice for you.

What did the Sharks Say?

Emori’s products, along with Arushi’s composed and confident presentation and her clear understanding of the business and numbers, left the sharks impressed.

The packaging of our customised pieces and bestsellers, which were gifted along with personalised notes, received special appreciation.

While discussing the numbers, Anupam asked about the funding history, to which Arushi replied that there had been none. Her ability to build a bootstrapped business to this level surprised the sharks.

Final Words

If we had to say one thing, it would simply be “Thank you” to our entire team, our vendors, and our customers, for whom we are here today.

This feature truly feels like an achievement, and we would love to share it with you. If you have not watched Emori on Shark Tank yet, we encourage you to do so. To celebrate with us, visit emori.in because now is the perfect time to explore your favourite picks from www.emori.in

And if you want to know which pieces were loved by the sharks, we have created a special Shark Tank collection just for you.