JB Insights

Diamond ETF: The path to reinvigorate natural diamond sales

Published

12 months ago

March 25, 2025

547 Views

The natural diamond industry is at a critical juncture, as prices continue to plummet. The spread of cheap lab-grown diamonds is undermining the value and reputation of natural diamonds, confusing consumers who mistakenly assume that lab-grown diamonds are equivalent – just cheaper, and even more ethical.

The truth is that lab-grown diamonds mimic natural diamonds and leverage their reputation, but are not scarce and contribute relatively little to the economy. The deception threatens millions of jobs, and the value of every diamond already owned by consumers, retailers and the midstream.

If this challenge is not addressed, natural diamonds will permanently lose value. The industry needs to clearly differentiate natural diamonds from lab-grown to reinvigorate demand. Many propose to increase advertising, without identifying a source of funding. But category marketing could easily backfire in this new age of social media backlash. Consumers reject hype.

The good news is that diamond vendors and mines can restore the reputation and demand for natural diamonds by supporting an exchange traded fund (ETF) – and Diamond Standard already has approval. An ETF will quickly position diamonds as an investment asset, and unlock more sources of demand: Diamonds are the ideal asset to support Islamic finance – which prohibits the lending of money with interest – and a digital commodity currency.

This is where Diamond Standard steps in: Diamond Standard has approval to file a diamond ETF. Only one ingredient is needed – $200 million of initial assets to meet listing requirements and achieve the size needed to attract institutional investors.

The proposal: to form the initial AUM (Assets Under Management), Diamond Standard is purchasing excess inventory from mines, manufacturers and dealers in exchange for ETF shares. Post IPO, the ETF will purchase a projected $3 billion of diamonds from participating vendors.

Diamond Standard is already making diamonds an investable asset class for individuals and institutions with four different investment products including its Diamond Standard Coins, pictured above, all backed by physical natural diamonds.

The challenges facing the diamond industry today are falling demand and excess supply. Even if consumer demand improves, vendors will struggle for years as excess inventory destroys profits. By investing a small fraction of inventory into an ETF, we can unlock new demand (from investors, consumers and others) and increase the value of everyone’s remaining inventory.

For the first time ever, institutional investors can allocate to diamonds like gold and silver. Both metals were in a severe slump, and their ETFs led to an increase in prices. A diamond ETF can do the same. Investor demand is especially attractive to the diamond market – it is not seasonal like jewelry, and is proportional across all the various diamond qualities. The ETF assets can’t return to the market since investors sell their shares instead of selling diamonds. This ensures price stability and creates lasting demand.

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JB Insights

Women’s Day 2026: Jewellery Brands Celebrate Independence, Identity and Self-Expression

From milestone-driven collections to personalised styling and self-purchase narratives, jewellery brands across India are celebrating women’s independence, identity, and achievements this International Women’s Day.

Published

2 weeks ago

March 7, 2026

JewelBuzz Spread The Buzz

1,881 Views

International Women’s Day 2026 has prompted jewellery brands across India to launch campaigns that celebrate women’s empowerment, individuality, and personal achievements. Moving beyond traditional gifting narratives, many brands are positioning jewellery as a symbol of self-expression and personal milestones, reflecting the evolving role of women as independent buyers in the jewellery market.

Kumari Fine Jewellery

Mumbai-based Kumari Fine Jewellery has introduced a Women’s Day showcase themed around the idea of the “Modern Indian Original.” The initiative focuses on financially independent women who mark their achievements with self-purchased jewellery. The showcase highlights lightweight gold pieces designed for everyday wear, reinforcing jewellery as both a style statement and a symbol of personal growth.

Dhirsons Jewellers

Delhi’s Dhirsons Jewellers has launched a campaign centred on celebrating milestones in a woman’s journey rather than traditional occasions. The initiative encourages women to recognise defining moments in their lives, positioning jewellery as a reflection of resilience, confidence, and self-belief.

GIVA

Digital-first jewellery brand GIVA has unveiled a Women’s Day concept titled The Pearl Edit, focusing on timeless pearl jewellery that celebrates women who are building, leading, and redefining their paths. The campaign emphasises understated elegance while encouraging women to celebrate themselves through meaningful jewellery.

Divine Solitaires

Diamond jewellery brand Divine Solitaires has also introduced a Women’s Day campaign highlighting the emotional value of solitaire diamonds as symbols of personal milestones. The initiative focuses on recognising the journeys of women across roles—from professionals and entrepreneurs to mothers and mentors—while encouraging self-appreciation through jewellery.

Senco Gold & Diamonds

Technology-driven campaigns have also gained traction this year. Senco Gold & Diamonds has launched an initiative that integrates artificial intelligence into jewellery styling, enabling customers to discover pieces that match their personality and features. The concept highlights individuality while bringing digital innovation into the jewellery retail experience.

Tanishq

Large national brands are also participating in the Women’s Day narrative. Tanishq has continued its focus on celebrating modern womanhood through curated collections and storytelling campaigns that reflect the changing aspirations of contemporary women. The brand’s initiatives frequently highlight independence, confidence, and self-expression.

Kalyan Jewellers

Similarly, Kalyan Jewellers has aligned its messaging with women’s empowerment by supporting women-centric initiatives and partnerships, reinforcing the importance of recognising women’s achievements across different fields.

CaraLane

Other jewellery brands are also marking the occasion through special launches and themed collections. CaratLane has promoted contemporary diamond and gold jewellery collections designed for self-purchase and everyday styling, encouraging women to celebrate their personal milestones.

ORRA Fine Jewellery

Luxury diamond brand ORRA Fine Jewellery has highlighted modern diamond jewellery that symbolises confidence and individuality, targeting young professionals who view jewellery as a statement of identity.

Malabar Gold & Diamonds

Meanwhile, Malabar Gold & Diamonds has focused on campaigns that recognise women’s contributions to families, workplaces, and society, positioning jewellery as a tribute to their strength and achievements.

Across the industry, the Women’s Day celebration by many brands reflect a broader shift in consumer behaviour. Women are increasingly viewing jewellery not only as a traditional gift but also as a meaningful purchase that celebrates personal success, independence, and self-expression.

As jewellery brands continue to adapt to these changing aspirations, Women’s Day has become an important platform for storytelling, allowing brands to connect with modern consumers through themes of empowerment, individuality, and celebration of life’s defining milestones.