Tanishq, India’s largest jewellery retailer, has launched “Diamond Expertise Centres” in select stores to educate and reassure customers about the authenticity of natural diamonds. These centres, featuring gemmological tools and expert consultations, will expand to 200 stores this fiscal year, with a long-term goal of reaching 500.

Global diamond giant De Beers, through its natural diamond brand Forevermark, is also betting big on India. It has identified the country as a key growth market, with plans to open 100 exclusive stores by 2030 and target annual revenues of $100 million.

While lab-grown diamonds have gained considerable ground in the U.S.—where they now represent over one-third of diamond sales by value—their presence in India remains minimal. Experts attribute this to cultural preferences: Indian consumers tend to prioritize authenticity and quality over carat size or affordability.

“The most common question our customers ask is: ‘Are your diamonds natural?’” said the CEO of Tanishq in a recent media interview, underlining the persistent consumer focus on genuine stones.

Price volatility in the LGD segment is another deterrent for Indian jewellers. CaratLane’s CEO told the media in an interview: “We are not going to get into LGD, that’s very clear. At the falling rate of LGDs, making money would be very difficult for anybody who is venturing into it.”

Instead, retailers are seeing growing traction in the mini solitaire segment—natural diamonds between 0.2 and 0.7 carats. CaratLane reported this category as its fastest-growing, especially among younger, first-time buyers looking for accessible luxury.

This trend mirrors India’s broader jewellery preferences. While U.S. consumers often choose 10- to 14-karat gold, Indian buyers typically favour purer 18- to 22-karat gold—valuing long-term worth and cultural significance.

As the global diamond landscape evolves, India’s jewellers are standing firm: promoting natural diamonds as symbols of trust, tradition, and timeless elegance—tailored to a new generation of discerning buyers.