Indian jewellery retailer Tanishq has rolled out in-store diamond evaluation services at select outlets as part of its ongoing partnership with De Beers, aiming to enhance transparency and consumer confidence in natural diamonds.
The initiative introduces Diamonds Expertise Centres, equipped with De Beers’ SynthDetect machine to verify whether a diamond is natural or lab-grown. Customers can also use Lightscope to measure light performance, alongside other tools for assessing brilliance, inclusions, and laser inscriptions.
The first three centres have opened in Bengaluru, with plans to expand to 200 stores this year and eventually across Tanishq’s 500-plus outlets. The Titan Group-owned brand describes the project as a “first-of-its-kind” in India, designed to present complex gemological data in simple, visual formats for easy understanding.
“Our aim is to set a new standard in natural diamond retail — one that goes beyond traditional display and transforms the buying journey into a transparent, educational, and truly immersive experience,” said Ajoy Chawla, CEO of Tanishq.
The move builds on an August 2024 announcement in which Tanishq and De Beers committed to jointly promoting natural diamonds in India, now the world’s second-largest diamond market. The collaboration combines Tanishq’s extensive retail network with De Beers’ expertise and proprietary diamond verification technology.
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