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
Natural Diamond Council India Leads the Celebration of the First-Ever World Diamond Day
World Diamond Day celebrates the Personal Stories Behind Ntural Diamonds from Heirlooms to Modern Milestones
Jewellery has always held a deeply personal place in people’s hearts, and natural diamonds remain its most powerful expression. Every natural diamond carries within it a story of love, milestones, heritage and personal triumphs. On the first-ever World Diamond Day, these stories took centre stage, as people across the country came together to celebrate the meaning and emotion behind every diamond.
Launched by the Natural Diamond Council (NDC), World Diamond Day on April 8, 2026, was introduced as a global movement to recognise and celebrate the joy, passion, and community that natural diamonds inspire. Beyond their brilliance, diamonds represent memories, legacy, and the craftsmanship of a passionate industry that brings these stories to life.
As a champion of the natural diamond industry, NDC led this collective celebration, encouraging people from across the industry, from artisans and manufacturers to retailers and consumers, to share their authentic stories. The movement came alive on social media, with participants sharing personal moments using #WorldDiamondDay and #NaturalDiamonds, turning the day into a vibrant, global narrative.
In India, the celebration reflected a compelling blend of heritage and modern aspiration, as leading diamantaires and manufacturers spotlighted the journey of a diamond from its natural origin to a finished masterpiece. The reach of World Diamond Day was supported by the active participation of the Gem and Jewellery Export Promotion Council (GJEPC India), All India Gem and Jewellery Domestic Council (GJC) and the Bharat Diamond Bourse, who joined the movement to celebrate natural diamonds. This collective spirit was also embraced by leading industry partners, including Venus Jewel, SRK Exports, HK Exports, KP Sanghvi, Dharmanandan Diamonds, Finestar Jewellery and Diamonds, Shivam Jewels and A.S. Motiwala. Additionally, the movement was championed by prominent thought leaders such as Richa Goyal Sikri, Archana Thani, Nitya Arora and Arundhati De Sheth, all of whom played a significant role in bringing authentic stories and personal perspectives from across the industry to the global stage.
Richa Singh, Managing Director, Natural Diamond Council, said,
“World Diamond Day is a platform for people to share what their diamonds truly mean to them. At a time when consumers, especially younger audiences, are looking for more meaningful ways to celebrate, this initiative offers a reason to pause and honour those moments. Natural diamonds are the perfect custodians of our memories. This day is also a reminder of why we do what we do, to bring joy, emotion, and meaning into people’s lives.”
World Diamond Day has established itself as more than just a moment; it is a reminder of the joy behind every diamond, the passion of the industry, and the stories that connect us all. A natural diamond is not just a product, but a timeless heirloom, one that carries memories across generations and continues to shine with meaning.
Worn. Given. Passed down. Never forgotten.
Today, the story of natural diamonds belongs to everyone.
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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.