The launch comes in the run-up to Father’s Day, with pieces intended to reflect themes of masculinity, personal legacy, and everyday elegance.

The collection includes a range of rings, pendants, and bracelets, made with lab-grown diamonds and vermeil gold. Each piece offers optional personalisation through engraving, aimed at highlighting individual stories or commemorating relationships.

Men’s jewellery has remained a relatively underexplored category in India’s fine jewellery sector, but consumer interest has grown in recent years. The designs in The Story of HIM draw from contemporary trends while aligning with broader efforts within the industry to offer more sustainable and ethically sourced alternatives.

The launch also reflects a growing demand for products that blend craftsmanship with emotional relevance, particularly around occasions like Father’s Day, which have increasingly become a focus for lifestyle and gifting brands.

Lukson, which handles its production in-house—from diamond growing to design and retail—positions the new line as part of an ongoing move towards transparency in sourcing and traceability in manufacturing, both key concerns in the jewellery sector today.