Former BlueStone Leader Rushina Shah to Drive Growth at Limelight Diamonds

In a strategic move reflecting the rapid evolution of India’s lab-grown diamond industry, Limelight Lab Grown Diamonds has appointed Rushina Shah, former Head of Business Development at BlueStone, as its Vice President – Business Development.

With a distinguished career spanning over 27 years across leading lifestyle, fashion, and beauty brands, Shah brings a wealth of expertise in retail expansion, brand building, and consumer behaviour to her new role. Her professional journey includes leadership positions at TBZ, OyzterBay, Fossil, Baggit, Modi Revlon, Voylla, BrandzStorm, and most recently BlueStone, where she played a pivotal role in driving growth through robust sales frameworks, nationwide retail scaling, and strategic partnerships.

India’s lab-grown diamond jewellery market valued between ₹8,000–10,000 crore, is growing at a robust 15–20% annually, driven by a younger demographic seeking sustainable and conscious luxury. Within this dynamic sector, Limelight has rapidly emerged as one of the country’s most recognized luxury brands in the CVD (Chemical Vapour Deposition) diamond segment.

With over 50 exclusive boutiques across India, a strong foundation in Surat’s CVD diamond innovation ecosystem, and accolades for its sustainability-led luxury positioning, Limelight is now entering premium mall retail and international markets.

As Vice President – Business Development, Shah will lead Limelight’s next growth chapter — focusing on retail expansion, strategic alliances, and consumer occasion creation for lab-grown diamonds, a category on the brink of mainstream adoption.

Her mandate includes defining where and how Limelight grows — from national retail rollout and exports to B2B and private-label collaborations. She will also shape the brand’s go-to-market narrative, fostering greater trust among traditional retailers and repositioning lab-grown diamonds as aspirational luxury, not artificial alternatives.

With India emerging as a global centre for CVD diamond innovation and exports, Shah’s role will also extend to identifying international markets, building trade partnerships, and ensuring compliance with global standards and certifications.

As the industry stands at the intersection of sustainability and affordability, Shah’s leadership is expected to reinforce Limelight’s identity as a responsible, forward-looking, and value-driven luxury brand.