About
Built for the
stone, not the screen.
Facetview Imaging Technologies is an Indian deep-tech startup on a single mission: give every diamond the visual representation it deserves — one that is consistent, truthful, and as close to daylight as a pixel can get.
Same stone. Three light sources. Three completely different diamonds.
The problem
Every photo lies.
Ours don't.
A diamond purchased online is photographed under a grading lamp — a cold, clinical light source that maximises contrast for gemmologists. Your customer will never look at that stone under a grading lamp. They will look at it indoors, in soft warm light, 90% of the time.
The result is a structural mismatch between expectation and reality. Returns. Disputes. Broken trust. The memo system was built to manage this uncertainty — because no image had ever solved it.
FacetView solves it. With light calibrated to natural daylight, six distinct views, and sub-0.1 mm resolution — in an embeddable widget that requires no app, no plugin, no custom code.
Founder
Optician.
Diamantaire.
Builder.
Keyur Patel has spent his career at the junction of two worlds — precision optics and the global diamond trade. Growing up in Surat, the world's diamond polishing capital, he watched craftsmen achieve extraordinary precision with light under their hands that a camera had never been able to replicate on screen.
After years working across the supply chain, Keyur turned the question into an engineering problem. What would it take to make a screen tell the truth about a diamond? The answer was FacetView — a full-spectrum light source, a precision imaging system, and a six-view framework developed in close alignment with international gemmological standards.
He started with a prototype and a conviction: if the image is accurate, the sale is honest. If the sale is honest, returns drop, trust builds, and the entire pipeline — from miner to finger — gets cleaner.
History
From insight to standard.
- 2021 Insight
Keyur Patel, working at the intersection of optics and the diamond trade, notices a glaring gap: every diamantaire he meets carries stones in his pocket to show buyers in real light. Online, those same stones look completely different — cold, flat, disconnected.
- 2022 First prototype
Eighteen months of optical research and hardware iteration. The first FacetView light box is assembled in Surat. The spectral output matches CIE D65 daylight within 5% across 360–760 nm. Internal tests confirm colour rendering nobody had seen on a screen before.
- 2023 DPIIT recognition
Facetview Imaging Technologies Pvt. Ltd. is registered and recognised by the Government of India's Department for Promotion of Industry and Internal Trade — DIPP150567. Seed funding secured to take the widget to market.
- 2024 Market launch
First paying clients — online diamond retailers and B2B memo platforms. The embeddable widget goes live. Buyer return rates begin to fall. The six-view standard starts to spread across the trade.
- 2026 JCK Las Vegas
FacetView presents at JCK Las Vegas, the world's leading jewellery trade show — taking the six-view standard to a global audience for the first time.
Principles
How we think.
Truth over optics
We optimise for accuracy, not flattery. The image you see on a FacetView widget is the closest thing to holding the stone in natural daylight.
Science, not marketing
Every design decision — light spectrum, illumination angle, capture algorithm — follows published standards from AGA, GIA, ISO 24016:2020 and CIE.
Zero friction integration
A widget that requires custom dev work will never reach the entire trade. One script tag, any platform, any stack — that is the only acceptable bar.
Recognition
Backed and recognised.
Government-certified, industry-validated, and heading to the world stage.
DPIIT Recognised Startup
Department for Promotion of Industry and Internal Trade, Government of India
Reg. DIPP150567
JCK Las Vegas 2026
The world's premier jewellery trade show — FacetView presents the six-view standard to a global audience.
Coming 2026
Curious? Let's talk.
We are always happy to show you a live demo — no deck, no pitch, just diamonds.