In a move set to redefine diamond retail in India, Tanishq—India’s leading jewellery brand under the Titan Company—has rolled out a groundbreaking in-store diamond evaluation service across select outlets, as part of its strategic collaboration with De Beers.
This new offering allows customers to witness live verification of their diamonds’ authenticity, using advanced tools such as the De Beers SynthDetect machine, capable of distinguishing natural diamonds from lab-grown ones, whether loose or set in jewellery.
Shoppers can also access cutting-edge evaluations through devices like the Lightscope, which visually assesses a diamond’s light performance, along with additional equipment for checking clarity, inclusions, and laser inscriptions.
These services are being launched under Tanishq’s newly introduced Diamond Expertise Centres, a first-of-its-kind initiative in Indian retail. These centres are designed to simplify complex gemological information and present it in clear, visual formats—making the diamond buying journey more transparent and informed.
Currently available at three flagship stores in Bengaluru, the brand plans to scale the initiative to 200 stores this year, with a long-term goal of covering its entire retail network of over 500 locations.
Commenting on the initiative, Ajoy Chawla, CEO of the Jewellery Division at Titan, said:
“Our mission is to redefine natural diamond retail in India. With these expertise centres, we are shifting from conventional sales methods to an immersive, educational buying experience rooted in trust and technology.”
This innovation follows the August 2024 announcement of Tanishq’s partnership with De Beers to promote natural diamonds in India—now the second-largest diamond market in the world. The collaboration combines Tanishq’s robust retail footprint with De Beers’ world-class expertise and proprietary verification technologies, setting a new benchmark for transparency and trust in diamond retail.
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