DiamondBuzz
Jos Alukkas increases focus on natural diamonds, observes 28% surge in sales of diamond jewellery
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.”
DiamondBuzz
De Beers – The New Power Move: Why Natural Diamonds Are The Definitive Daily Essential For The Modern Indian Man
Natural Diamonds Are Emerging As the Ultimate Symbol Of Personal Style, Achievement, and Everyday Luxury For India’s Modern Male Consumer.
Masculine style in 2026 has a new focal point. The conversation around men’s jewellery has moved away from traditional ceremonial wear toward a more personal, everyday expression of identity. Whether it is a signature chain, a sculptural pendant, or a bold ring, natural diamonds have become the primary medium for this new aesthetic.
The data confirms this shift: recent industry research shows that 52% of acquired diamonds in India are now worn every day.
This cultural transformation is most visible where performance meets high-profile style. Indian cricketers are leading the charge, wearing natural diamonds both on and off the field as a mark of their personal journey and quiet confidence. From training sessions to post-match press conferences, icons like Suryakumar Yadav, Abhishek Sharma, and Hardik Pandya treat their bespoke diamond pieces as an extension of their professional “armour.”
This ease with luxury is mirrored globally; Formula 1 icons like Lewis Hamilton have long made natural diamonds central to their paddock style, while the red carpet has seen a surge in unconventional masculine styling. Recent appearances by Jay-Z, who wore a vintage diamond brooch at the collar, highlight that natural diamonds are a core part of the modern fashion vocabulary.
The primary driver of this shift is the Gen Z and Millennial male. Broadly the 18 to 38 age group, this demographic is urban, digitally fluent, and possesses a strong personal aesthetic. Gen Z alone now generates 51% of the total natural diamond market value in India, a 19% increase since 2022.
Most importantly, self-purchase is replacing gifting as the dominant entry point. Men are now research-driven and decisive, choosing to buy natural diamonds to mark professional achievements or simply to refine their daily personal brand.
While Tier 1 metros remain the primary base, aspiration is expanding rapidly into Tier 2 and Tier 3 cities. As high-income Indian households are forecast to grow by 16% through 2030, the male natural diamond consumer of tomorrow is younger, more stylistically confident, and far more willing to invest in himself.
This demand is also shaping a new design language. The lone solitaire stud is being replaced by architectural silhouettes, layered chains, chunky bracelets, and rings with clean, geometric lines. Princess and baguette cuts are increasingly preferred for their sharp, masculine appeal.
As we look toward the next decade, this momentum is only set to accelerate. What began as a styling choice on the cricket pitch has matured into a cultural standard of authenticity and permanence. For the modern Indian man, a natural diamond is more than a luxury, it is an enduring signature of his unique journey.
In an era of fleeting trends, this shift toward the rare and the timeless signals a future where masculinity is defined by a legacy that stays forever.
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