OPEN Strategy & Design Crafts a New Jewellery Disruptor, Mayavé, for HK Group

HK Group, a global leader in lab-grown diamond manufacturing, has launched a new brand re-defining India’s luxury landscape. Developed in strategic and creative partnership with independent brand consultancy OPEN Strategy & Design, Mayavé Jewellery positions lab-grown diamonds not as substitutes for mined stones, but as a category in their own right, one defined by creative freedom, exceptional quality and choice.

Diamonds have long been associated with aspiration, but the traditional category has been built around the idea of scarcity: limited choice, conventional cuts and designs, and the belief that rarity defines value. Mayavé Jewellery challenges this paradigm through its platform, shifting the category narrative from scarcity to possibility.

OPEN Strategy & Design built Mayavé’s strategic and creative foundation, including brand strategy, naming, visual identity and packaging, while also providing direction for the brand’s presence across digital and physical retail.

Dravya Dholakia, CEO, Mayavé Jewellery, said, “The intention with Mayavé was to create jewellery that feels relevant to modern consumers while still carrying craftsmanship, emotion and longevity. We wanted the experience, the design language and the product itself to feel more aligned with how people wear and connect with jewellery today.”

“Mayavé Jewellery is not simply a new brand, but a category-defining shift from compromise to exciting possibilities,” said Asparsh Sinha, Managing Partner, OPEN Strategy & Design. “We set out to free the conversation around diamonds from the mythology of rarity, and give consumers permission to own exactly what they desire.”

Backed by HK Group’s scale, craftsmanship and advanced cutting expertise, Mayavé Jewellery embraces the possibilities that lab-grown diamonds unlock bigger, bolder and more inventive designs, with greater freedom to explore what luxury can look and feel like today.