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
GJS 2026 Diwali Edition Concludes On A High Note With Record Sales
The All India Gem & Jewellery Domestic Council (GJC) successfully concluded the landmark 10th edition of the India Gem & Jewellery Show (GJS 2026 Diwali Edition), celebrated as #HumaraApnaShow, at the Jio World Convention Centre, Mumbai. From October 2–4, 2026, the exhibition reaffirmed its position as India’s most premium B2B jewellery platform, bringing together over 400 exhibitors, 700+ booths, and thousands of buyers and industry leaders from across India and abroad.

The show began on October 1, 2026, with the Elite Family Jewellers Meet & Business Workshop, led by India’s leading business coach Rahul Jain, designed exclusively for jewellery business owners and their families. The workshop provided participants with strategies on growth, profitability, leadership, and customer acquisition, setting the stage for an enriching exhibition.
The show was inaugurated on October 2, 2026, by Chief Guest Shri Uday Samant Ji, Cabinet Minister for Industries and Marathi Language, Government of Maharashtra, who lauded GJS as a platform that reflects the strength, creativity, and resilience of India’s jewellery industry. He emphasized Maharashtra’s role as a hub for trade and craftsmanship, noting that GJS showcases how tradition and innovation can come together to drive growth. His words set the tone for an inspiring edition that celebrated both heritage and modernity.
Guest of Honour Srinivas Injeti, Chairman NSE and Chairman of the board IAGES, Mahesh Jain, President, UP Sarafa Association, and Special Guest Rajiv Jain, Chairman, Jaipur Jewelley Show along with members of the GJC Committee of Administration and other senior industry leaders, underscoring the collective strength and unity of India’s jewellery fraternity.


On October 3, the prestigious National Jewellery Awards (NJA) 2026, presented by the World Gold Council and powered by India Gold Metaverse, honoured excellence across categories. The evening was graced by Bollywood star Sonakshi Sinha, who presented awards to the winners, adding glamour and recognition to the industry’s most coveted celebration.
Throughout the three days, GJS hosted MindSpeak Seminars, covering diverse topics across all aspects of the jewellery business — from sustainable practices and digital transformation to consumer trends, family business strategies, and the growing role of Artificial Intelligence (AI) in design, retail, and customer engagement. These sessions empowered jewellers with insights to adapt to evolving market dynamics and embrace technology-driven growth.
The exhibition also showcased exclusive collections ranging from lightweight contemporary designs to heritage-inspired masterpieces, lab-grown diamond innovations, and couture jewellery.
Rajesh Rokde, Chairman of GJC, said:

“The successful conclusion of the 10th edition of GJS is a proud moment for India’s jewellery industry. From the grand inauguration led by Shri Uday Samant Ji to the NJA awards presented by Sonakshi Sinha, this edition has set new benchmarks in innovation, networking, and business growth. The record sales figures highlight the resilience of our industry and the trust consumers place in Indian craftsmanship.”
Avinash Gupta, Vice Chairman of GJC, remarked:
“GJS2026 has proven to be the ultimate sourcing destination for jewellers nationwide. The strong participation, exclusive collections, and vibrant sales reflect the industry’s ability to balance heritage with modernity. The NJA awards further reinforced the industry’s credibility by honouring talent and innovation, making this edition truly memorable.”

Saiyam Mehra, Convenor of GJS and GJC NEXTGEN and Past Chairman of GJC, added:

“This edition of GJS was more than an exhibition—it was a celebration of resilience, creativity, and opportunity. As Convenor of GJS, I am proud to see how these platforms together showcased innovation, honoured excellence, and inspired the industry to embrace the future with confidence. The seminars, awards, and unique showcases have strengthened our collective vision for India’s jewellery sector as a global hub of excellence.”
The 10th edition of GJS concluded with resounding success, leaving behind a legacy of innovation, collaboration, and celebration that will continue to inspire the jewellery industry in the years to come.

Uday Samant, Cabinet Minister for Industries and Marathi Language, Government of Maharashtra, unveiled the JewelBuzz GJS Diwali Edition Special Issue, featuring Rajesh Rokde, Chairman, GJC, on the cover.
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