17 February 2026 : True
Diamond, a jewelry brand that
has got millions of Indians hooked onto their content and have used this
approach to break away from the stereotype of jewellery marketing.
They recently went on Shark Tank season 5 but didn’t get the deal, but
won the internet instead.
When True Diamond, a lab-grown diamond jewellery brand known for its
honest, no-frills voice, appeared on Shark Tank India, it found itself pitched
directly against Emory, another lab-grown diamond brand. Emory walked away with
the Sharks’ investment, but instead of seeing this as a loss, True Diamond did
something the show hasn’t seen before.
They made content out of it.
https://www.instagram.com/p/DTc83mMCeMb/ , https://www.instagram.com/p/DTu4G-bCXbU/ , https://www.instagram.com/p/DTzab7MiUtb/
In a first for Shark Tank India, two competing brands, pitted against
each other on national television, came together after the episode
to co-create a three-part spoof content series, leaning into the awkwardness,
the comparisons, and the very public face-off.
The result?
A smart, self-deprecating, sharply written
content series that doesn’t just break the fourth wall—it laughs at it.
Rather than taking the outcome personally, True Diamond doubled down
on what it does best: storytelling, cultural commentary, and marketing that
doesn’t take itself too seriously. The brand leaned into its “uncool”
philosophy—transparent, playful, and grounded, turning a reality TV moment into
a masterclass in post-show brand behaviour.
The three-part series has already reached close to 1 million viewers
across platforms, drawing widespread engagement, organic shares, and an
outpouring of support from customers and the larger startup community. The
response has reinforced something True Diamond has always believed: content is
not an afterthought, it’s a core brand strength.
In an ecosystem where startup success is often measured by funding
announcements, True Diamond’s response reframes the narrative. It shows that
brand character, creative confidence, and cultural relevance can matter just as
much as a cheque.
