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Jos Alukkas increases focus on natural diamonds, observes 28% surge in sales of diamond jewellery

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Jos Alukkas, a trusted name in quality, innovation, and trendy jewellery in India, is proud to announce a significant 28% increase in the overall sale of diamond jewellery. This growth is a testament to the brand’s dedication to offering high-quality, elegant designs and its active efforts to promote natural diamonds in collaboration with the Natural Diamond Council.

The surge in demand highlights a growing consumer preference for premium, durable, and versatile jewellery. With rising disposable incomes and shifting mindsets towards diamonds as symbols of personal style and sophistication, Jos Alukkas has witnessed increased sales in key categories such as engagement rings, wedding bands, and diamond necklaces. The collaboration with NDC aims to further enhance consumer awareness, foster trust, and elevate the desirability of natural diamonds.

Speaking on the occasion, Varghese Alukkas, Managing Director, Jos Alukkas Group, said, “India has emerged as the second-largest market for diamond jewellery, underscoring the nation’s deepening appreciation for natural diamonds. At Jos Alukkas, we have recorded an impressive 28% growth in diamond sales in the first nine months of this financial year. This remarkable performance reflects the emotional connection and aspirational value natural diamonds bring to our customers. Our partnership with the Natural Diamond Council strengthens our mission to educate consumers about the enduring brilliance and heritage of natural diamonds.”

Sharing her thoughts, Richa Singh, Managing Director, Natural Diamond Council, India and Middle East said, “We are delighted to collaborate with Jos Alukkas to spread awareness about the unparalleled qualities and ethical sourcing of natural diamonds. Through this partnership, we aim to reach a wider audience by creating engaging content, hosting workshops, and equipping sales teams with tools to narrate the extraordinary journey of natural diamonds. Together, we hope to drive sustainable growth and reinforce the importance of natural diamonds as a key contributor to India’s jewellery industry.”

Adding, John Alukkas, Managing Director, Jos Alukkas Group said, “India continues to lead the global diamond market, with projections estimating the sector to grow by 150% to $18 billion in the coming decade. At Jos Alukkas, we see natural diamonds not just as symbols of luxury but as reflections of individuality, artistry, and sophistication. Our goal is to make these treasures more accessible to consumers through innovative designs that resonate with modern lifestyles. Natural diamonds are fast becoming indispensable expressions of personal style, deeply rooted in India’s evolving aspirations.”

Concluding, Paul J Alukkas, Managing Director, Jos Alukkas said, “At Jos Alukkas, we take immense pride in our efforts to celebrate the legacy of natural diamonds. Through our partnership with the Natural Diamond Council, we aim to inspire trust and admiration for natural diamonds while championing their positive impact on global communities. This collaboration reflects our vision to preserve the heritage of natural diamonds while ensuring they continue to bring joy and meaning to generations to come.”

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DiamondBuzz

Raw Mango makes its debut at London Fashion Week Presented by De Beers Group featuring Forevermark Diamond Jewellery

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The Fall Winter 2026 collection It’s Not About The Flower reinterprets the cultural symbolism of the garland on a global stage, presented by De Beers Group with Forevermark Diamond Jewellery celebrating heritage, provenance and contemporary craftsmanship.

At its inaugural show on an international stage, Raw Mango debuted their Fall Winter 2026 collection It’s Not About The Flower at London Fashion Week. Drawing inspiration from the ubiquitous garland—which is a humble, albeit important part of everyday life in South Asia—the collection blurs the line between decoration and that which is decorated. The focus with this collection shifts from the individual motif to the arrangement, from surface-level engagements to a deeper interrogation of value and beauty, from the flower to the garland.

Talking about the inspiration and emotional core behind the collection, designer and founder of Raw Mango Sanjay Garg says, “Flowers remain an important part of South-East Asia and South Asia. But we don’t really have a culture of giving one individual flower to someone, like, say, a rose on Valentine’s Day.” He continues, “As a culture, we are a country of garlands. Whether it’s a death, a birth, a wedding or a religious ritual, you see garlands, irrespective of the religion. It’s not about one individual flower; it’s about the plurality.”

With the show in London, the brand presents an indigenous idea of fashion that challenges convention and seeks to break away from stereotypes. “There is still a strong association between Indian fashion and a certain kind of aesthetic — heavy gold embroidery, and maximalist ensembles that overwhelm the eye and the body with ‘bling’,” says Sanjay.“Indian fashion is too often quantified – it’s not seen for its innate aesthetic value, but the number of hours it took a weaver to create a garment. It’s a surface-level engagement that sometimes drowns out the beauty of the weave itself.”

The garments and silhouettes offered interpretations of how a garland sits on the body. The flowers themselves were constructed in various non-traditional and silk-like fabrics, assembled or rolled by hand—each placed in delicate arrangements on lightly embroidered brocades, rib-knit cottons, quilted rayon and wool felt. Presented to an audience comprising influential voices across the worlds of fashion, business, entertainment and culture including artist Anoushka Shankar, former first lady of the UK Akshita Murthy, Film Director Gurinder Chadha, Actor Saim Ali, artist Cyrill Ibrahim, artist Lubna Chowdhary, Rahi Chadda, Founder of Openended Design – Suhair Khan, Art Collector and Philanthropist Aarti Lohia, Curator Tarini Malik, Creative Director Nikhil Mansata and Creative & Cultural Strategist Arooj Aftab, It’s Not About The Flower asked to be appreciated on its own terms.

Speaking to the significance of Raw Mango showing at London Fashion Week, Sanjay Garg responds, “Presenting here is as good as presenting in Kanpur for me.  At the end of the day, it is the work being presented that matters. And that doesn’t change according to who is viewing it, or where. I’m less interested in defining my audience and more interested in further exploring and articulating my design language that can cater to different audiences that transcends borders and seasons.”

This laser-sharp focus on the work, rather than the accoutrements and requirements of fashion calendars, is what has defined Raw Mango’s approach to textile and culture over the past eighteen years. The brand builds on century-old skills to shape a new aesthetic vocabulary that is both contemporary and deeply rooted in local histories.

For its London Fashion Week presentation of It’s Not About The Flower, Raw Mango was presented by De Beers Group, with Forevermark Diamond Jewellery as the jewellery partner. United by a shared respect for provenance and craftsmanship, the collaboration underscores adornment as an expression of individuality, culture, and personal style.

Commenting on the partnership, Shweta Harit, Global Senior Vice President at De Beers Group and CEO of Forevermark, said: “As the jewellery partner, Forevermark Diamond Jewellery came together with Raw Mango through a shared commitment to authenticity, craftsmanship, and personal expression. Natural diamonds – rare creations of the earth, each inherently unique – reflected the same sense of individuality expressed through Raw Mango’s design language.

Presented by De Beers Group, the collaboration came together as a meeting of heritage, provenance, and contemporary creativity, where adornment felt like a true extension of identity.”

In a season dominated by conversations around conscious luxury and material honesty, the alignment was clear. Heritage is not a trend. Craft is not a spectacle. And like the enduring belief that a diamond is forever, true value lies in what time cannot erode.

 

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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