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
WGC India Gold Market Update: Import Tightening
Part Of A Broader Push To Conserve Foreign Exchange Reserves Amid Geopolitical Uncertainty and Mounting Pressure On The INR
Highlights
- Gold import duty was raised sharply by 9%– from 6% to 15%, the steepest increase on record – alongside broader regulatory tightening
- Domestic gold prices have not yet fully reflected the duty hike amid weak demand and ample supply; local markets are currently in deep discount from the landed price
- Past trends indicate that higher duty increases unofficial inflows, although official imports remain relatively resilient
- Gold demand is expected to moderate in 2026, with jewellery and bar and coin demand projected to decline by 50–60t (~10% y/y) on account of the import duty hike.
Policy actions on gold imports
Since early April, the government has adopted a series of measures aimed at moderating gold imports. These have been part of a broader push to conserve foreign exchange reserves amid geopolitical uncertainty and mounting pressure on the INR, which has depreciated by more than 7% y-t-d. These measures include price-based actions, administrative and regulatory tightening, and consumer-directed messaging. While noteworthy, they are not unprecedented; gold is among the top five imports for India, accounting for 8% of the country’s merchandise imports in 2025, and similar measures have been utilised in the past.
On the price front, the gold import duty was raised sharply from 6% to 15%, making it the single largest increase on record and fully reversing the duty cut of July 2024. Rules were also tightened for gold imports linked to exports (under the advance authorisation scheme), and the Prime Minister has directly appealed to consumers, urging them to avoid buying gold for a year.
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