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Senco Gold & Diamonds Partners With Olocker to Give Customers Free Jewellery Insurance, Letting Precious Memories Be Worn, Not Hidden Away

A Customer-First Initiative Designed to Help People Wear Their Precious Memories with Confidence.

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Senco Gold & Diamonds, one of India’s most trusted jewellery houses, has partnered with Olocker, India’s first dedicated jewellery insurance platform, to offer free jewellery insurance to its customers, protecting purchases against risks such as snatching, robbery, and housebreaking.

On the surface, it’s a simple value-add: buy jewellery from Senco, get it insured, at no extra cost. But the thinking behind it is more personal — the freedom to actually live with the things you love. 

There is a quiet ritual that plays out in homes across India every wedding season, every anniversary. A piece of jewellery is bought with love, worn once or twice with pride — and then, almost apologetically, tucked away in a bank locker for “safekeeping.” The very thing meant to be cherished ends up spending most of its life in the dark.

A Locker Is No Place for a Memory

Ask any family that owns fine jewellery, and you’ll hear the same quiet anxiety: the fear of stepping out wearing something precious, the fear of a break-in while the house is empty. For many, the solution has always been the same — lock it away, take it out only for weddings and festivals, and let it sit untouched the rest of the year.

It’s a practical response to a real risk, but it also means jewellery bought to mark a marriage or a milestone ends up being seen far less than it deserves.

This is the exact problem Senco Gold & Diamonds’ Managing Director, Suvankar Sen,

has spoken about wanting to solve. Known for a customer-first philosophy that goes beyond transactions, Sen has often said jewellery should be something people live with, not something they merely own. “Jewellery is never just metal and stone,” Sen said, explaining the thinking behind the Olocker partnership. “It’s a wedding day, a mother’s blessing, a promise kept. When customers can’t step out wearing it, or can’t leave home without worrying about a break-in, something is broken in that experience. We wanted to fix that.” 

That sentiment is the quiet engine behind this initiative. Rather than simply selling jewellery and stepping back, Senco has chosen to walk the extra mile — ensuring that once a customer takes a piece home, they can wear it freely and pass it down through generations, without the constant undercurrent of worry. 

What the Partnership Actually Offers

Through this collaboration, Senco customers receive free jewellery insurance via Olocker on qualifying purchases, protecting against snatching, robbery, and housebreaking.

Olocker, India’s first digital platform dedicated to jewellery insurance and asset tracking, brings the technical and insurance backbone — while Senco brings its decades of trust, built since 1938, to make sure customers actually use it. 

For a family that has just bought a piece for a wedding, this means peace of mind — wearing that necklace to a dinner without the nagging thought of “what if someone snatches it,” or “what if someone breaks in while we’re away.” 

A Partnership Built on Shared Intent

The excitement isn’t one-sided. At Olocker, the partnership is seen as validation of the idea the platform was built on — that jewellery insurance should be a natural, everyday companion to ownership, not a niche afterthought.

“This is genuinely one of the most exciting collaborations we’ve been part of,” said Milind Shethia, Founder & Chief Marketing Officer at Olocker. “Our mission has been to help people wear their jewellery instead of locking it away, and partnering with a name as trusted as Senco brings that mission to millions of customers at once.

What’s heartening is Mr. Sen’s own approach — he didn’t look at it as a marketing tie-up, but as giving something back to people who’ve trusted Senco for generations. That kind of intent is rare, and it’s exactly the spirit we built Olocker around.” 

That mutual sense of purpose is what gives this partnership its quiet credibility. It isn’t a scheme or a promotional hook, but two organisations agreeing on a simple, shared belief: jewellery should be lived in, not locked up. 

A Bigger Idea About Ownership

There is a broader philosophy at play, one Suvankar Sen has championed throughout his tenure at Senco — that jewellery is an emotional asset as much as a financial one, and customers shouldn’t have to choose between enjoying it and protecting it.

This partnership feels less like a marketing initiative and more like a promise kept, reflecting a leadership style that measures success in something harder to quantify — how cared for a customer feels long after leaving the showroom. 

As jewellery increasingly doubles as adornment and investment, initiatives like this one may well set a new benchmark for customer care in the industry.

Senco, through its partnership with Olocker, isn’t just insuring jewellery against snatching or a break-in — it’s giving people back the freedom to wear their memories, out loud, without fear. 

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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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