International News
From Google To Generative AI: Jewellery Industry Faces A New Digital Discovery Era
The Transition From Link-Based Search Engines To AI Tools That Aggregate and Synthesize Information Poses A Unique Challenge For Diamond and Fine Jewellery Marketers. For The Natural Diamond Sector, The Stakes Are Particularly High.
The jewellery industry must rapidly adapt to a fundamental shift in how consumers discover products as artificial intelligence threatens to displace traditional search engines,said Raluca Anghel, Head of External Affairs at the NDC
Speaking at the CIBJO Centenary Congress 2026, , she cautioned that conversational AI platforms could overtake conventional online queries within years, reshaping digital marketing and consumer trust.
The transition from link-based search engines to AI tools that aggregate and synthesize information poses a unique challenge for diamond and fine jewellery marketers. Unlike standard Google results, which present a list of competing websites, AI platforms deliver direct, conversational answers. This shift makes the source data fed into AI algorithms critical to what consumers see and buy.
For the natural diamond sector, the stakes are particularly high. The industry has struggled with consumer confusion between mined diamonds and laboratory-grown alternatives, as well as complex terminology surrounding sustainability and origin.
Anghel emphasized that ensuring AI systems draw from verified, accurate sources is essential to combating widespread industry misconceptions. CIBJO, the World Jewellery Confederation, has long advocated for clear disclosure standards and terminology to maintain consumer confidence.
As AI platforms increasingly mediate the purchasing journey, the digital battleground for jewellers is shifting. Industry experts at the congress noted that the challenge is no longer merely ranking high on a search page, but securing credibility within the generative answers provided by AI systems.
International News
Mohar Fine Jewels x Gemfields : From Florals To Geometry, Coloured Gemstones Take New Forms
The Latest Collection Pairs Gemfields’ Zambian Emeralds and Mozambican Rubies With Mohar Fine Jewels’ Craftsmanship Across Bold, Floral and Contemporary Designs.Â
With a three-generation legacy in fine jewellery, Mohar Fine Jewels has built its expertise around natural gemstones, with emeralds being a particular focus for the family. The latest additions to the partnership with Gemfields bring together Zambian emeralds and Mozambican rubies across individual designs that play with floral forms, geometric silhouettes and statement proportions.
The new pieces look at coloured gemstone jewellery through a more expressive lens, with the gemstones often taking centre stage rather than being treated as accents. The Ruby Droplet Earrings, for instance, use 33.69cts of Gemfields Mozambican rubies with 4.78cts of diamonds, creating a bold red statement in 18k gold. On the emerald side, the Emerald and Diamond Blooming Studs bring together 18.30cts of Gemfields Zambian emeralds with 4.07cts of diamonds, translating the idea of a bloom into a more defined, sculptural silhouette.
The Emerald and Diamond Earrings make a statement through scale, featuring 51.59cts of Zambian emeralds alongside 8.96cts of diamonds. A more structured take comes through in the Emerald and Diamond Studs, which pair 7.36cts of Zambian emeralds with 0.965cts of diamonds. Meanwhile, the Emerald and Yellow Diamond Studs introduce a contrasting play of colour, centred around a 25.6ct Zambian emerald with 3.09cts of diamonds. The Ruby Blossom Necklace takes the floral inspiration in another direction, using a blooming silhouette to frame the deep red of Mozambican rubies.
Across the pieces, the designs move between statement and more wearable silhouettes, making coloured gemstones the defining element for occasion dressing while bringing together Mohar Fine Jewels’ craftsmanship and Gemfields’ Zambian emeralds and Mozambican rubies.
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