Tech in Asia reports that Prapanjj S K Kota, founder and CEO of India-based Réia Diamonds, built an AI-powered “pick your vibe” interface using Anthropic’s Claude in about 10 minutes. The tool was created after a couple had trouble deciding what they wanted in an engagement ring, and it now helps customers sort themselves into styles such as “heritage-inspired,” “bold cuts,” and “modern classics” rather than browsing through hundreds of designs.
Kota told Tech in Asia that what previously would have taken days can now be assembled much faster. The publication says the interface is now used on Réia Diamonds’ website to help indecisive shoppers narrow their options more quickly.
Speed is the main pitch
The bigger promise in the report is not just a faster customer quiz, but a faster jewelry pipeline. Tech in Asia says the technology can shrink a six-month launch cycle to four weeks while lowering design and marketing costs, a shift that could help smaller designers compete more effectively with larger brands.
That speed, the report argues, is becoming a broader selling point for jewelry companies across India and Southeast Asia. Tech in Asia cites a survey from Dubai-based Diatech AI that found nearly 68% of 83 jewelry manufacturers in Mumbai’s SEEPZ Special Economic Zone were already using AI for tasks such as design creation and inventory management. It also cites Sourcy AI founder Karl Chan, who estimated that close to 80% of brands in Southeast Asia are using AI for at least some part of their workflow.
The report also includes an example of how founders describe the productivity gains. Nitesh Jain, co-founder of Indian lab-grown diamond jewelry brand Ethera, said a five-person design team that once produced 150 designs a month could now create 500 with AI assistance.
Adoption claims still face skepticism
Even within the same report, some industry leaders are more cautious about how transformative the tools have been in practice. Trixie Khong, founder and CEO of Singapore-based jewelry brand By Invite Only, said AI has helped cut administrative work, but framed the gain more modestly as “perhaps giving us one man-day a week per designer.”
Khong also remained skeptical of broader regional estimates that suggest AI adoption is already nearing 80% among Southeast Asian brands. That leaves the picture looking less like a settled industry transformation than a fast-moving experiment, with some companies using AI to accelerate design and discovery while others see narrower operational benefits.
