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Lucira Introduces Live Video Call Feature to Enhance Online Jewelry Shopping Experience

Amongst the first in the lab-grown jewelry space, the brand brings real-time expert consultations to its website, bridging digital convenience with in-store warmth

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Lucira, a lab-grown diamond fine jewelry brand founded by Rupesh Jain, has announced the launch of its new Live Video Call feature on its website. Pioneering this approach, Lucira became one of the first in the lab-grown diamond space to offer real-time, video-based consultations, bringing the warmth and personalisation of in-store shopping to the digital world.

Designed to make the online jewelry experience more personal, transparent, and interactive, the Live Video Call feature allows customers to connect directly with Lucira’s diamond experts in real time. Through the call, customers can view diamonds up close, get styling assistance, compare pieces, and ask any number of questions, replicating the attention and guidance traditionally associated with an in-store experience.

Rupesh Jain, Founder of Lucira said, “When it comes to buying diamond jewelry, trust and personal connection matter just as much as design or price. With our Live Video Call feature, we are removing the distance that sometimes crops up while buying jewelry. It allows customers to engage with our experts face-to-face, see every detail in real time, and make confident, informed decisions from anywhere. We believe this is the future of fine jewelry retail where digital convenience meets the intimacy of a concierge experience.”

Each product page on Lucira’s website now features a Call-to-Action (CTA) that enables instant access to a Live Video Call during working hours. No scheduling is needed. Customers can simply click to connect with a diamond expert for live product demonstrations and personalized guidance. Customers also have the option to schedule a call at their convenience.

With this launch, Lucira continues to enhance its digital-first approach while offering a personal shopping experience built on trust, access, and informed decision-making.

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Belgian Prime Minister H.E. Bart De Wever Makes Historic First Visit To Bharat Diamond Bourse

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  • Visit Marks Start of a New Chapter in a Century-old Sparkling Partnership
  • Meet reaffirms a shared commitment to ensure sustainable growth of industry
  • Recent India-EU FTA opens new vistas to build deeper commercial ties
  • Bonds strengthened by the presence of a vibrant Indian community in Antwerp

Bharat Diamond Bourse (BDB), on behalf of the entire Indian diamond industry, was honoured to welcome H.E. Mr. Bart De Wever, Prime Minister of the Kingdom of Belgium and his official delegation on their visit to the Bourse at BKC, Mumbai, today. It marked a historic new milestone in the over 100-year partnership between the diamond industries of the two countries, being the first time that the Head of the Belgian government has visited the largest operational diamond bourse in the world.

The visit took on added significance as it came soon after the signing of the Indo-EU Free Trade Agreement, which has paved the way for deepening ties and collaboration between the two countries, especially in the diamond and jewellery sectors.

Today’s interaction between these two centres, each with its own unique position in the diamond value chain, marks the beginning of a new chapter, industry leaders said. Both sides renewed their commitment to collaborate and share responsibility in reinforcing the integrity of the industry, strengthening confidence in the diamond trade and ensuring that it continues to grow sustainably for the generations ahead.

Emphasising the close bonds between India and Belgium, Mr Anoop Mehta, President BDB, said the two countries shared much more than a trading partnership as many Indian diamantaires, particularly from Gujarat, have made Antwerp their home. He added that when the BDB was being planned, a team visited Antwerp and drew lessons and inspiration that guided them in creating a truly international diamond trading centre in Mumbai.

Further, he added, Mr Mehul Shah, Vice President of BDB is currently the President of the World Federation of Diamond Bourses, the global apex body of the trade since 1947 with its headquarters in Antwerp.

Looking forward, Mr Mehta said:

anoop mehta

“The world is changing rapidly, and our industry must adapt in partnership. Our shared objective should be to create a diamond trade that is not only prosperous, but also fair, transparent and sustainable.”

Mr Kirit Bhansali, Chairman, GJEPC, said:

“the industry was proud to welcome the Prime Minister of Belgium at a time when India’s leadership role in international trade forums is helping shape the future of the industry.”

Reaffirming a shared commitment to mutual prosperity, Mr Bhansali stated that India–Belgium trade in gems and jewellery was around US$3.5 billion in 2025-26, and that the journey of many of the millions of diamonds cut and polished in India passes through Antwerp. “These are not merely figures. They represent businesses, livelihoods, and over five million direct and indirect jobs supporting families across India — all woven into this global value chain,” he added.

Describing the visit as the beginning of a “stronger chapter in our shared economic journey”, Mr Bhansali stressed that it is an opportunity for both nations to strengthen the relationship in diamonds and explore new frontiers built on commerce, trust and shared opportunity.

Addressing a packed hall comprising the who’s who of the diamond industry, Belgian PM H.E. Mr Bart de Wever described his visit to BDB in Mumbai as long overdue, because, “India was the cradle where the diamond industry began centuries ago, and Antwerp too has been a key trading centre for the industry since the 15th century.”

Mr Wever praised the role that both Mumbai and Antwerp play as the financial capitals of their countries, explaining that these cities are where the “money is made”. He said the Belgian government welcomed the recent Indo-EU FTA and believed it would boost trade by lowering costs and duties, digitizing and simplifying procedures and aiding interaction.

Mr Wever concluded:

“It is fitting that diamond industry provides a foundation for India-Belgium collaboration, because our ties are like ‘adamas’, the ancient Greek name for a diamond which means unbreakable. Our trade runs in two directions and brings advantages to both partners, so it will definitely thrive for at least another 100 years.”

The PM and his delegation also visited different locations within the bourse complex, including the offices of The Gem & Jewellery Export Promotion Council, the official apex body of India’s G&J export industry that has over 11,000 exporter members spread across the country and spearheads interaction with the government as well as developing existing and new export markets.

Another highlight was the interaction with the Mumbai Diamond Merchants Association, the oldest diamond trade organisation in the city which manages the massive 20,000 sq ft diamond trading hall in BDB on behalf of its 14,500 members, mainly smaller entrepreneurs and individual traders, who play a crucial role in the business.

The visit concluded with an interactive session with committee members of GJEPC and BDB as well as a select number of senior diamantaires representing the top exporting companies and those with a significant presence in Belgium.

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