So/Facet Raises INR 10 Cr Seed Round Led by Sauce

So/Facet, a premium lab-grown diamond jewellery brand, has raised ₹10 crore in a seed round led by Sauce. It is the company’s first institutional funding and Sauce’s first investment in the category. Mokobara co-founders Sangeet Agrawal and Navin Parwal, the Chona family office (behind HOCCO Ice Creams), Kedar Lele, President, Haleon South Asia, and Devaiah Bopanna, Co-founder, Moonshot, also invested.

The capital will go toward brand building, design, technology, hiring and an omnichannel rollout. So/Facet launches online in November 2026 and aims to open over 30 premium stores in three years. It has a pre-launch waitlist of over 200 potential customers.

Founded in 2026 by Aarushi Agrawal Naulakha and Abhishek Naulakha, the brand positions lab-grown diamonds as personal accessories rather than jewellery tied to occasions such as proposals and weddings. Its six launch collections are designed in-house and use IGI-certified lab-grown diamonds. So/Me features shapes such as stars and butterflies, So/Pop pairs diamonds with stackable enamel charms, and So/Icon offers sculptural designs. The company is also building a technology-enabled experience across digital and physical channels for discovering, buying and upgrading jewellery.

Aarushi, a MICA Ahmedabad alumna, worked at ITC and Unilever, including on Dove and TRESemmé. Abhishek, an IIM Ahmedabad and SRCC alumnus, spent seven years at Unilever, most recently as Global Beauty & Wellbeing Channel & Portfolio Lead.

“Our generation expresses who we are through everything we wear, yet diamonds somehow stayed outside that conversation. Why should a diamond need a proposal or someone else to gift it to you?” said Aarushi Agrawal Naulakha, Co-founder, So/Facet.

“Lab-grown diamonds have transformed the category’s economics, but few brands have reimagined what diamonds can mean. So/Facet has the potential to build lasting desire, not just demand driven by price,” said Manu Chandra, Managing Partner, Sauce.