From a Humble Village in Punjab to the World of Diamonds
Our story doesn’t start in a showroom.
It starts in a small, dusty village in Punjab, India, over 80 years ago — where our grandfather, a man of few possessions but infinite pride, opened a tiny jewellery shop. There were no logos, no glass counters, and certainly no social media — only trust, honour, and the weight of his word. In that village, jewellery wasn’t just decoration. It was identity. It was family. It was legacy.
That’s where our roots were laid.
Our story doesn’t start in a showroom.
Years later, our father, Rajinder Verma, carried that same grit and vision across oceans to Walsall, UK, where he founded Laxmi Jewellers in 1981. He worked tirelessly, often through bitter winters and long nights, serving a growing Indian diaspora who longed for a piece of home — a mangalsutra like their mother wore, bangles for their wedding day, a gold chain for their newborn son.
He didn’t just build a jewellery shop.
He built a pillar for the community — a place where families celebrated milestones, where generations returned, and where every piece sold carried a story far beyond its carats.
Rooted in Tradition, Growing with Purpose
In 2025, that flame passed to us — Amit Verma and my elder brother Bobby Verma — his sons. But we didn’t just inherit a business.
We inherited a burden of honour, a responsibility to evolve the legacy while keeping its soul intact.
With that spirit, we launched Diamond Cartel — a sister company to Laxmi Jewellers — rooted in the same integrity, now focused on modern, ethical, lab-grown diamond jewellery.
Brand Transparency
We’re proud to be transparent about our position:
- We do not sell authentic designer jewellery from brands such as Cartier, Van Cleef & Arpels, or others.
- Our creations are inspired by these iconic styles — not replicas — and are designed and handcrafted by our own team.
- We’re committed to offering accessible luxury with exceptional attention to detail, quality materials, and ethical production.
Our goal is to celebrate the essence of high-end design, while giving you the freedom to own jewellery that feels truly personal and refined.
