At the 41st edition of the India International Jewellery Show (IIJS Premiere) held at Mumbai’s Jio World Convention Centre, De Beers Group announced a trio of significant initiatives aimed at reshaping India’s natural diamond landscape.
These include the launch of its new digital platform INDRA, the emotionally-driven campaign ‘Love, From Bestie,’ and the introduction of the Institute of Diamonds, reinforcing the brand’s long-term commitment to the Indian market.
Shweta Harit, SVP, De Beers Group, unveiled the initiatives, stating the company’s focus on fostering growth, emotional resonance, and trust in natural diamonds. “India’s role in the global diamond industry is expanding, and our focus is on supporting that growth with the right tools, platforms, and partnerships,” she said.
INDRA: Empowering Retailers with Tech and Training
Central to the announcement was the launch of INDRA – the Indian Natural Diamond Retailers Alliance – a digital platform developed in partnership with the Gem & Jewellery Export Promotion Council (GJEPC). Aimed at enhancing how natural diamond jewellery is marketed and sold in India, INDRA offers AI-driven campaign creation tools, multilingual content templates, role-based dashboards, training modules, industry updates, and retail design resources.
Retailers can register and access the platform at www.INDRAonline.in.
'Love, From Bestie': A New Ritual in Natural Diamond Gifting
As part of its ongoing ‘Rituals’ campaign, De Beers also launched the ‘Love, From Bestie’ bracelet collection—celebrating the enduring bonds of female friendship. Bollywood personalities Neelam Kothari and Seema Sajdeh, known for their real-life friendship and presence in The Fabulous Lives of Bollywood Wives, added glamour to the launch. The campaign features real women and celebrity duos from their 30s to 60s, highlighting the emotional depth of lifelong friendships. The collection will debut nationally on Friendship Day, August 3, across multiple channels including TV, digital, print, radio, and out-of-home media.
Institute of Diamonds: Reinforcing Trust in Natural Diamonds
Completing the trifecta of initiatives, De Beers introduced the Institute of Diamonds (IoD), a dedicated grading lab focused solely on 100% natural, untreated diamonds. The IoD offers custom inscriptions, co-branded grading reports, educational modules, and in-store sales support to address consumer confusion and staff turnover challenges in the industry. The initiative aims to enhance confidence and differentiate natural diamonds in an increasingly competitive marketplace.
“These initiatives—INDRA, the Bestie Bracelet campaign, and the Institute of Diamonds—are designed to elevate India’s natural diamond ecosystem by combining technology, emotion, and trust,” Harit said.
With India now ranked as the world’s second-largest market for diamond jewellery, De Beers Group’s initiatives at IIJS Premiere 2025 represent a strategic push to ensure the country remains a vibrant hub for natural diamonds.