Company Description

Apekani Diamonds is a premium lab-grown diamond jewelry brand created for a recent generation of luxury seekers who value ambition, independence, and modern love. The brand offers exceptional brilliance and contemporary design as a refined alternative to mined diamonds, combining uncompromising quality with transparent pricing. Apekani focuses on craftsmanship and personal expression, designing bold statement pieces for urban achievers, modern couples, and individuals who choose conscious luxury.

With a philosophy of “everyday luxury, boldly expressed,” the brand rejects traditional markups and legacy baggage in favor of honest value and original design.

Founded in 2022 by Apeksha Lodha and Animesh Jain, we sell at apekani.diamonds, at jewellery exhibitions and through private appointments, and we are building toward our own retail stores. Our line is Lead with Light. We don’t make catalogue copies, we don’t discount, and we don’t whisper.

The lab-grown category in India is loud, cheap and identical — fifty brands shouting “affordable” at the same customer. We are building the one that isn’t. That gap is your canvas.

The Opportunity

India’s lab-grown diamond category is growing fast and converging on price.

Apekani

Diamonds has taken a different road — design-led, certified, premium — and this role carries that position into the world. You will own the brand’s voice and presence across every channel, lead our agency partners, run our customer relationship programmes and build the measurement that shows what works. You report to the founders directly. It is a founding marketing role with real authority, at the stage where every decision shapes what the brand becomes. The role is a full-time, on-site role based in the Powai, Mumbai region, responsible for shaping and elevating Apekani Diamonds’ brand presence across all channels.

What you Own

- Brand Stewardship: The brand guide, design system and tone of voice,



applied consistently across website, advertising, social media, email, WhatsApp, exhibitions and press. You approve what goes out.
- Messaging & Copy: Positioning, audience messaging, product copy, campaigns, email and WhatsApp communication, exhibition and print collateral.
- Agency Leadership: Briefs, content calendar, quality review, performance scorecards, monthly reviews, scope and renewals across social media, SEO and paid campaigns.
- CRM & Retention: Email flows and campaigns, WhatsApp templates and campaigns, segmentation and consent.
- Launches & Experiments: Founder-led content, collection launches, exhibition activations, collaborations and new formats — proposed with a case, funded when the case holds.
- Measurement: A single dashboard across paid, social, email, WhatsApp, website and exhibitions, with qualified consultations booked as the north-star metric.
- Media & Partnerships: Wedding and lifestyle press, exhibition organisers, brand partners.

What Your Bring

- 6–9 years in brand-side marketing, with a strong foundation in Brand Startegy & Management, at a premium or lifestyle consumer brand — D2C, fashion, beauty, jewellery or luxury retail — including at least two years leading the brand as a senior marketer.
- Experience managing an agency from the client side and owning brand guidelines across channels.
- Experience collaborating with Sales teams, using brand and marketing initiatives to support revenue growth and customer engagement.
- Bachelor’s degree in Marketing, Business, Communications, Design Management,



or a related field; advanced qualifications are a plus.
- Commitment to inclusive, ethical, and customer-centric brand practices aligned with conscious luxury values.
- Writing Chops: A portfolio of product copy, campaign lines and emails you wrote that performed.
- Familiarity with various Tools: Klaviyo or an equivalent CRM platform (MoEngage, WebEngage, Mailchimp); a WhatsApp marketing platform such as Interakt or WATI; Shopify; Meta Ads Manager and Google Ads reporting; GA4; Canva or Figma for quick comps. Microsoft Clarity or Hotjar a plus.
- Analytics: Fluent in CAC, ROAS, conversion rate and attribution; able to evaluate and direct agency performance.
- Design Judgement: Able to assess premium creative against a brand system and articulate exactly what works and what does not.
- An Experimenter: You have shipped ideas that carried risk, and you can speak to the ones that failed and what you learned.
- A first-principles thinker who questions the default before improving it.
- Taste, conviction and the confidence to defend a brand standard — including with founders.
- A finisher who ships calendars, runs reviews and delivers copy on time.
- Energised by a small team where results are visible and attributable.
- This role is not the right fit if your default lever is a promotion, or you need an established team around you to execute.

What Apekani Diamonds Offers

- CTC ₹14–16 lakh (90% fixed, 10% annual performance bonus).
- Ownership of a complete brand system and the authority to apply it.
- Direct work with the founders, in a brand building toward retail.

How to Apply

Email [email protected] with your CV, links to work you have owned, and 100 words of copy you would place on the apekani.diamonds homepage.

Subject line: Brand & Marketing Lead — [your name].

Shortlisted candidates expected to complete an assignment before the final interview.

📌 Brand & Marketing Lead (Mumbai)
🏢 Apekani Diamonds
📍 Mumbai