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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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888.88-Carat Infinity Diamond Unveiled At Dubai Diamond Conference 2026

An Extraordinary Fancy Black Natural Diamond, Fashioned From A 1,138-Carat Rough Stone Discovered In The Democratic Republic Of The Congo, Highlights The Enduring Importance Of Rarity, Provenance and Craftsmanship In The Natural Diamond Industry.

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The Dubai Diamond Conference 2026 featured the unveiling of the Infinity diamond, an exceptional 888.88-carat fancy black natural diamond presented by Diamond Trading NV. The remarkable stone brought together a compelling history spanning five decades, exceptional natural characteristics and an intricate transformation from a 1,138-carat rough diamond into a finished gemstone of extraordinary scale.

Originating from the Democratic Republic of the Congo (DRC), the diamond’s story dates back to 1975, when Andrew Coxon acquired the rough stone on behalf of De Beers. Its journey from acquisition to finished diamond reflects the combination of geological rarity, specialist assessment and the technical expertise required to work with an exceptional natural stone.

From a 1,138-Carat Rough to an Extraordinary Finished Diamond

The Infinity diamond’s origins distinguish it from conventional diamond discoveries and commercial cutting projects. Weighing 1,138 carats in its rough form, the stone represented a significant natural specimen even before the transformation that would ultimately give it its present identity.

In 2013, the rough diamond was examined by the Gemological Institute of America (GIA). At that time, the institute documented it as the largest single-crystal natural diamond it had examined and reported on. The assessment added an important gemological dimension to the stone’s history, establishing a documented reference point for its exceptional size and natural origin.

The diamond subsequently underwent an extensive transformation between 2022 and 2024, culminating in the finished 888.88-carat Infinity diamond. Converting a rough diamond of this magnitude into a finished gemstone requires careful evaluation of its natural structure, the distribution of material within the stone and the desired final form. Every decision must balance the preservation of the diamond’s distinctive characteristics with the technical requirements of shaping and finishing it.

The difference between its original weight of 1,138 carats and its finished weight of 888.88 carats reflects the material removed during the transformation process. However, the significance of such a project extends beyond weight retention: the objective is to reveal and preserve the qualities that make an exceptional natural diamond distinctive.

The Significance of Its Fancy Black Colour

The Infinity diamond’s designation as a fancy black natural diamond adds another dimension to its appeal. Unlike the colourless diamonds that traditionally dominate discussions of high-value diamond grading, fancy black diamonds occupy a distinctive position within the broader natural diamond market.

Their appearance, visual character and rarity offer a different aesthetic from the brilliance and transparency commonly associated with colourless diamonds. Black diamonds can appeal to collectors, designers and luxury consumers seeking stones that make a strong visual statement while offering an alternative to conventional diamond jewellery.

For an exceptionally large natural diamond, colour and character become integral to its identity. The Infinity diamond’s scale, black appearance and documented history combine to distinguish it from more familiar categories of high-value diamonds.

Its presentation also illustrates the breadth of the natural diamond category, which encompasses stones with widely differing colours, structures, sizes and visual properties. Such diversity can create opportunities for specialist collectors and luxury brands to explore new interpretations of exclusivity and design.

Provenance: A Defining Element of Natural Diamond Value

The Infinity diamond’s history demonstrates why provenance has become an important consideration in the natural diamond business. Its documented journey—from the Democratic Republic of the Congo and its acquisition in 1975 to its examination by GIA in 2013 and transformation between 2022 and 2024—provides a historical narrative that extends well beyond the finished gemstone.

In the premium diamond market, provenance can contribute to a stone’s identity by connecting its geological origin with its ownership, assessment and subsequent development. For exceptional stones, this historical record can distinguish an individual diamond from others with similar physical characteristics.

Craftsmanship Behind the Transformation

Transforming a rough diamond weighing more than 1,100 carats into a finished stone weighing 888.88 carats is an undertaking that calls for specialised technical knowledge and careful planning.

Large natural diamonds present challenges that differ considerably from those encountered in the cutting of more conventional stones. Their internal structure, natural features and overall form influence the decisions involved in processing them. The scale of the material increases the importance of understanding how each stage of the transformation may affect the finished diamond.

The Infinity diamond’s development over the 2022–2024 period highlights the time and expertise that can be involved in bringing an exceptional rough stone to its finished form. Its presentation at the Dubai Diamond Conference offered an opportunity to appreciate the result of that process and the relationship between a diamond’s natural formation and the human skill involved in shaping it.

For the wider diamond industry, such projects also reinforce the importance of specialist expertise in handling rare stones. While technology continues to influence diamond evaluation, planning and manufacturing, the transformation of exceptional natural diamonds remains a highly specialised discipline.

Dubai’s Role in the Global Diamond Industry

The unveiling at the Dubai Diamond Conference 2026 placed the Infinity diamond before an international audience in one of the world’s important diamond trading centres.

Dubai has developed a prominent role in the global diamond trade, connecting producers, manufacturers, dealers, retailers and other market participants across established and emerging trading corridors. Its position as an international commercial hub provides a setting in which exceptional stones can be presented to industry stakeholders and discussed in the context of wider market developments.

The display of a diamond of this scale also offers an opportunity to highlight the diversity of the natural diamond business. Alongside the large volumes of rough and polished diamonds that move through global trading centres, exceptional individual stones attract attention because of their rarity, distinctive characteristics and historical significance.

For Dubai, presentations of this nature contribute to the city’s profile as a venue for industry engagement, commercial networking and the showcasing of significant diamonds. They also provide a platform for conversations about the role of natural diamonds in the luxury economy and the factors that shape their long-term appeal.

Reinforcing the Appeal of Natural Diamonds

The Infinity diamond’s unveiling comes against a backdrop in which the diamond industry continues to address changing consumer preferences, evolving product categories and the need to communicate the distinctive attributes of natural diamonds.

Its story offers a different perspective on the value proposition of natural stones. Rather than focusing exclusively on size, price or conventional grading characteristics, the diamond brings together several elements: an exceptional rough weight, a documented historical record, a distinctive fancy black appearance and a transformation extending across several years.

These attributes underline how individual natural diamonds can develop identities of their own. For collectors and luxury consumers, the appeal of a rare stone may lie not only in its physical properties but also in its geological origins, documented history and the craftsmanship involved in its transformation.

At the same time, an individual unveiling should not be interpreted as evidence of broader market-price movements or changing consumer demand. The Infinity diamond is a singular example of an exceptional natural stone, and its significance is best understood through its specific characteristics and history.

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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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