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  • De Beers & GJEPC: Indra & the natural diamond narrative

    De Beers & GJEPC: Indra & the natural diamond narrative

    MUMBAI: Diamonds are a girl’s best friend… or are they?

    The world’s largest diamond company, De Beers Group, and India’s apex jewellery body, the Gem & Jewellery Export Promotion Council (GJEPC), are on a mission to convince consumers—millions across India—that only natural diamonds hold the title of “a girl’s best friend.” Their focus is on educating people about the differences between lab-grown diamonds and natural ones, the latter being the glittering treasures mined from the earth that have long captured imaginations.

    To reinforce the natural diamond narrative, the two organizations have launched the Indian Natural Diamond Retailer Alliance (Indra). This initiative aims to support independent jewellery retailers in India with cutting-edge tools that go beyond traditional strategies. From leveraging artificial intelligence for tailored campaigns to providing multi-lingual marketing assets, immersive storytelling, superior customer experiences, and in-depth natural diamond jewellery training in local languages, Indra is equipping retailers to ensure that natural diamonds continue to shine brightly in consumers’ minds.

    Interactive roadshows marking the collaboration will kick off in January 2025. GJEPC members will have the opportunity to enroll in the programme. Speaking about the initiative, GJEPC Chairman Vipul Shah said, “The Indian gem and jewellery market, currently valued at $85 billion, is poised for rapid growth, projected to reach $130 billion by 2030. Indra is designed to harness this momentum by tapping into India’s dynamic young population, the rise of organized players, and increasing demand across bridal, everyday wear, fashion, and entry-level jewellery. This initiative reflects a shared vision to educate stakeholders, empower retailers, and boost consumer demand, all while highlighting the timeless value of natural diamonds.”

    De Beers Brands CEO Sandrine Conseiller added, “India’s diamond growth story is remarkable, now making it the second-largest market globally for retail sales of diamond jewellery. With its vibrant economy, growing young population, and numerous leading diamond businesses, India holds immense untapped potential. Presently, natural diamonds account for only about 10% of the Indian jewellery retail sector, far below the penetration seen in mature markets like the US. This collaboration with the GJEPC will unlock opportunities for increased consumer demand across all types of natural diamond jewellery, including bridal, everyday wear, and entry-level pieces.”

    FTC Norms for Diamonds

    Retailers can register for the programme at www.INDRAonline.in and access multi-lingual training modules focused on natural diamond product knowledge. They’ll also gain access to a market intelligence portal, customizable marketing assets, and content to promote natural diamonds at the store level, helping them enhance returns and expand their customer base.

    With over 10,500 members, GJEPC is the leading body driving India’s gem and jewellery sector. Through its large-scale IIJS Shows, multiple roadshows, and outreach activities, GJEPC has the reach and expertise to support the industry. This collaboration leverages GJEPC’s deep market knowledge, built over five decades, alongside De Beers’ extensive expertise in the diamond category.

    The collaboration aligns with GJEPC’s adoption of the updated definition, nomenclature, and guidelines for diamonds as specified by the United States Federal Trade Commission (FTC). These updated guidelines ensure distinct terminology standards, fostering clarity and transparency for both industry stakeholders and consumers.

  • Tanishq & De Beers collab to boost India’s diamond jewellery market

    Tanishq & De Beers collab to boost India’s diamond jewellery market

    Mumbai: De Beers Group, a global diamond company, and Tanishq, an Indian jewellery retail brand from the Tata group, has announced a long-term collaboration to connect more Indian consumers with the rarity and preciousness of natural diamonds and amplify the growing opportunity in the Indian market.

    With a vibrant economy, a growing middle class and discerning consumers who seek jewellery with enduring value, demand for natural diamond jewellery from Indian consumers has surged recently and now represents 11 per cent of global demand. This has seen India replace China as the second largest market in the world for natural diamond jewellery. With diamond acquisition rates in India well below those in mature markets such as the US, this provides a significant opportunity to catalyse further growth for natural diamond jewellery in India.

    To help unlock the growth opportunity, Tanishq and De Beers have agreed to come together on a long-term collaboration to enhance consumer education, interest and confidence, and to promote natural diamonds across India. Through this collaboration, the two parties will capitalise on Tanishq’s deep understanding of the Indian market built up over three decades, combined with De Beers’ expertise in the diamond category, to deepen consumer desire for and confidence in natural diamonds, underscoring their inherent value, rarity and timelessness.

    The collaboration will focus on building extensive consumer outreach, deepening capabilities of Tanishq’s retail staff to communicate about natural diamonds, educating consumers about authenticity, and shaping customer experiences as they explore their desire for natural diamonds and studded jewellery. This will also be supported by a compelling 360-degree marketing campaign to build awareness and target expanding the customer base in the country, including first time buyers.

    The new collaboration builds on the existing relationship between Tanishq and De Beers, with Tanishq already using De Beers’ proprietary diamond verification technology to support the assurance of the authenticity of its products. The two parties are also in talks regarding opportunities to collaborate on traceability, how Tanishq’s diamond supply needs can best be met and further opportunities to use De Beers’ proprietary technologies to support pipeline integrity.

    De Beers Brands CEO Sandrine Conseiller said, “India’s love affair with diamonds has flourished over thousands of years, and we are thrilled to partner with Tanishq to unlock the full potential of this vibrant market. Like De Beers, Tanishq recognises the power, preciousness and prestige of natural diamonds and combining our expertise with their deep understanding of the Indian market, we will work together to create something special to connect more Indian consumers to these natural treasures and their enduring value.”

    Titan Company Ltd’s CEO, jewellery division, Ajoy Chawla said, “The opportunity in India for diamonds iS massive, given the very low penetration of studded jewellery and the rising per capita incomes in the world’s most populous country. Tanishq has been a pioneer in democratising diamond jewellery in the market for three decades and has always targeted the modern progressive woman. Tanishq Diamonds adhere to strictest standards, with all diamonds responsibly sourced in compliance with the Kimberley Process Certification Scheme (KPCS) and the Tanishq Suppliers Engagement Protoco (TSEP).

    “We offer our own certificate of Tanishq Diamond guarantee and have the most transparent buyback policy in India, enabling trust and peace of mind for our customers In an increasingly man-made world where virtual living is becoming the norm, people crave authentic brands, real experiences and value natural, wholesome products. All Tanishq Diamonds are natural, rare and valuable and have attracted our customers with innovative designs. The collaboration with De Beers will unlock new opportunity for both Tanishq and the diamond sector, celebrating the eternal beauty of these miracles of nature.”