DiamondBuzz
De Beers India MD Calls for Better Tech to Distinguish Synthetic and Natural Diamonds
De Beers India managing director Amit Pratihari expressed concerns over the lack of transparency in synthetic diamond sales, emphasizing the importance of clear disclosure to consumers. He highlighted the need for proper certification and reliable grading institutions to distinguish natural diamonds from lab-grown ones, adding that the company’s in-house lab, which used to serve only De Beers brands, is now available to other retailers as well. The natural diamond industry, he noted, is collaborating with the Gems and Jewellery Exports Promotion Council and the government to standardize quality certifications and grading parameters.
While Pratihari does not view the synthetic diamond market as direct competition, he acknowledges the growing popularity of lab-grown diamonds and the need for regulation to ensure consumers are well-informed. India, following the Federation Trade Commission (FTC) guidelines, now mandates that synthetic diamonds be clearly labeled as such, with further developments expected in grading standards.
In terms of retail growth, De Beers is optimistic about India’s diamond market, projecting it will grow from $8.5 billion in 2024 to $17 billion by 2030. To tap into this potential, the company plans to significantly increase its retail presence, including opening 100 exclusive outlets for its Forevermark brand, with the goal of reaching $100 million in sales by 2030.
DiamondBuzz
De Beers Reimagines The Bridal Market With “Desert Diamonds.”
Brown and Yellow Diamonds Are Being Repositioned As Rare, Emotionally Resonant Alternatives To Traditional Colorless Stones
On April 13, 2026, De Beers officially expanded its “Desert Diamonds” concept into the bridal sector, introducing a sophisticated palette of lighter, warmer-toned diamonds. This strategic move follows the successful October 2025 launch of the Ombre range, aiming to redefine luxury for modern couples who prioritize authenticity and individuality. The Desert Diamonds bridal launch in the US offers solitaire rings, three-stone rings, diamond bands, and eternity-style pieces, with prices undisclosed.
Strategic Shift & Product Offerings
Historically undervalued, brown and yellow diamonds are being repositioned as rare, emotionally resonant alternatives to traditional colorless stones. The new bridal collection features:
- A Subtle Palette: Soft sand, warm white, and gentle champagne hues.
- Classic Formats: Solitaires, three-stone rings, and eternity bands.
- Designer Collaborations: Over 60 designers, including Kindred Lubeck, have contributed to the line to ensure a diverse, accessible aesthetic.
Cultural & Marketing Impact
The collection leverages significant cultural momentum, bolstered by celebrity endorsements, most notably Bad Bunny, who wore a bespoke Desert Diamond during the 2026 Super Bowl. De Beers is utilizing an integrated marketing campaign to frame these stones as symbols of a couple’s unique journey. By treating “Desert Diamonds” as an industry-wide program, De Beers seeks to reignite global desire for natural diamonds through personal storytelling and modern rarity.
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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.