ORIGEM, the lab-grown diamond jewellery brand by Goldiam International Ltd., has launched a new campaign titled 'When It Comes to Diamonds – SIZE MATTERS.' The campaign highlights the brand’s focus on offering larger lab-grown solitaires at more accessible price points.
The tagline 'Size Matters' is aimed at challenging conventional diamond marketing by emphasising the size and appearance of lab-grown diamonds. The campaign underlines ORIGEM’s positioning as a provider of bigger diamonds through lab-grown technology, targeting consumers seeking larger stones without traditional pricing constraints.
The campaign also ties into broader discussions around ethics and sustainability in the jewellery industry, while positioning size as a significant factor in consumer choice.
Sujata Reddy, Head, Brand and Marketing, ORIGEM, said, “With ORIGEM’s first campaign, we wanted to be crystal clear about what sets us apart, larger, lab-grown solitaires that make a bold statement. The idea behind ‘Size Matters’ was to spark instant recognition and resonate with the aspirations of today’s consumers. We deliberately chose a phrase that’s bold yet undeniably relevant, because the truth is, bigger diamonds have always carried deep emotional and social value. They draw attention, inspire confidence, and symbolise aspiration. Even outside the context of diamonds and in popular culture, this phrase evokes a strong response; it’s almost like humanity is divided when it comes to taking sides for ‘Size Matters’. The same debate is extended to diamonds too but we’ve hardly ever seen anyone deny that bigger diamonds make a bigger impact.”
Abhinav Kumar, President, ORIGEM, said, “As a new-age brand, ORIGEM has shown the courage to break the mould, launching a bold, conversation-starting campaign that reimagines solitaire shopping for the next generation. Provocative yet playful, ‘Size Matters’ taps into everyday banter and real consumer insight — a phrase instantly recognisable, universally relatable, and impossible to ignore, especially when it comes to diamonds.”
Anmol Bhansali, MD, Goldiam International Ltd, said, “Through this campaign, we wanted to break past subtlety and ignite a conversation the industry has long avoided. At the same time, our goal was to position ORIGEM as India’s go-to for lab-grown diamond jewellery; trusted, design-forward, and unmistakably modern.”
The campaign began with outdoor advertising in Mumbai, coinciding with the opening of ORIGEM stores in Borivali, Kharghar, and Mulund. It featured large-format billboards and was supported through ORIGEM’s social media platforms. The messaging has led to increased engagement and brand visibility, according to the company.
