Shares of Trent Ltd surged by 7.67% to Rs 8,021 after the company launched its new lab-grown diamond (LGD) jewellery brand, ‘Pome’, within its Westside retail stores. This move marks Trent's entry into the fast-growing segment of sustainable luxury.

Pome offers an assortment of jewellery, including earrings, rings, necklaces, and bracelets, all featuring lab-grown diamonds. Unlike natural diamonds that are mined, lab-grown diamonds are cultivated in controlled environments, yet maintain the same physical and chemical properties as their natural counterparts.

Industry experts have noted that Pome's pricing strategy positions it as an accessible luxury, appealing to a wider range of consumers. The brand’s competitive pricing has sparked interest, with analysts speculating that Trent may expand Pome with standalone stores, known as Exclusive Brand Outlets (EBOs), in the near future. The introduction of this brand comes as the demand for lab-grown diamonds grows, driven by their eco-friendly and ethically sourced appeal.

Trent, a prominent player in the Tata Group, continues to diversify its retail portfolio. With successful brands like Westside in fashion retail and Zudio’s budget-friendly offerings, the company is no stranger to innovation. The launch of Pome further strengthens its position in the jewellery sector and could replicate the success seen in other categories.

As of June 2024, Trent operated 228 Westside stores and 559 Zudio outlets across India. The company reported robust financials, with a 126.29% increase in net profit, reaching Rs 392.57 crore, alongside a 56.16% jump in net sales, totalling Rs 4,104.44 crore for Q1 FY2024.