National News
Jewelbox Launches ‘Santa Turns Blue This Christmas’ campaign, Bringing a Contemporary Spin to Holiday Season
The lab-grown diamond brand reimagines festive storytelling with a blue Santa, immersive in-store experiences, and a modern Christmas collection across key Indian markets.
Jewelbox, India’s contemporary lab-grown diamond jewellery brand, has launched its latest Christmas campaign, “Santa Turns Blue This Christmas”, offering a fresh, modern take on festive celebrations and gifting.
As part of the campaign, a blue Santa mascot will make appearances at select Jewelbox stores, creating moments of surprise and delight through interactive photo opportunities, festive visual installations, and curated in-store Christmas gifting cues. These experiential touchpoints aim to transform festive shopping into a memorable brand experience while driving stronger recall in a cluttered seasonal landscape.
The on-ground campaign is live and will run through Christmas week into the New Year to coincide with peak festive shopping periods. Activations are spanning across key Jewelbox markets including Delhi NCR, Bengaluru, Mumbai, and Kolkata, across high-footfall malls and select high-street locations.
Complementing the campaign is Jewelbox’s specially curated Christmas collection featuring diamond studs, pendants, stackable rings, bracelets, and solitaire-inspired designs. Designed for versatility and everyday elegance, the collection reflects the brand’s blue identity through clean lines, icy brilliance, and refined detailing ideal for both gifting and self-purchase.
“At Jewelbox, we believe traditions can evolve while staying meaningful,” said Vidita Kochar Jain, Co-Founder, Jewelbox. “By reimagining Santa in blue—a colour that embodies clarity, elegance, trust, and innovation—we’re celebrating modern festive expression and understated elegance, reflecting the tastes of today’s design-conscious, self-expressive consumers.”
With “Santa Turns Blue This Christmas,” Jewelbox continues to redefine festive communication in the jewellery space by blending storytelling, contemporary design, and evolving consumer preferences.
National News
GJEPC addresses issue of Termination of IEEPA-Based Reciprocal Tariffs
GJEPC informed all exporter members of an important interim development concerning U.S. import duties applicable to Indian exports, particularly in the gem and jewellery sector.
The Gem & Jewellery Export Promotion Council (GJEPC) informed all exporter members of an important interim development concerning U.S. import duties applicable to Indian exports, particularly in the gem and jewellery sector.
A letter issued by Sabyasachi Ray, Executive Director, GJEPC, addressed the Termination of IEEPA-Based Reciprocal Tariffs and outlined key implications for exporters.
Termination of IEEPA-Based Reciprocal Tariffs
Pursuant to the Executive Order dated February 20, 2026, titled “Ending Certain Tariff Actions”, the additional ad valorem duties imposed under IEEPA, including the reciprocal tariff framework under Executive Order 14257, shall no longer remain in effect and are directed to be terminated as soon as practicable.
Accordingly, entries made on or after February 20, 2026 should not be subject to the earlier IEEPA-based reciprocal tariffs.
1. Interim Window Prior to Section 122 Surcharge
A separate Presidential Proclamation dated February 20, 2026 imposes a temporary 10% surcharge under Section 122 of the Trade Act of 1974, effective 12:01 a.m. EST on February 24, 2026.
Therefore, between: February 20, 2026 – before 12:01 a.m. EST on February 24, 2026 imports into the United States should be subject only to ordinarily applicable HTSUS (MFN) rates, without the earlier reciprocal tariff, and prior to the commencement of the Section 122 surcharge.
For products such as cut and polished diamonds (where the MFN rate is ordinarily 0%), this period represents a limited operational window.
2. Refund Position (If Collected in Error or Due to Implementation Lag)
In cases where reciprocal IEEPA duties are collected due to implementation lag, such duties should be eligible for refund through the standard:
- U.S. Customs and Border Protection (CBP) protest mechanism under 19 U.S.C. §1514, or
- Post-summary correction procedures, as applicable.
However, exporters should note that there is no assurance that the refund process will not be time-consuming.
3. Important Caution for Exporters
While GJEPC is actively engaging with U.S. customs authorities and keeping customs at Bharat Diamond Bourse informed, members are strongly advised to:
- Seek confirmation from their U.S. customs broker and trade counsel
- Obtain written confirmation from their U.S. buyer/importer regarding entry treatment
- Confirm that CBP has ceased collection of the reciprocal tariff at the port of entry
Given the evolving implementation environment, entry-level verification is critical.
Members are encouraged to carefully assess:
- Shipment timing
- Entry dates
- Applicable HTS classification
before dispatching consignments, wherever applicable.
source: GJEPC
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