National News
Solitario Diamonds Draws Crowds Nationwide with ‘Free Diamond’ Akshaya Tritiya Campaign
~High footfall, first-time buyers, and digital traction signal a shift in how India is engaging with diamonds~
This Akshaya Tritiya, Solitario Diamonds drew strong footfall across its stores nationwide with a “free diamond” offer for the first 101 customers at each store.
The campaign drove over 2,000 walk-ins, with more than 150 transactions recorded in a single day – marking the brand’s highest ever single-day sales. Weekend conversion rates stood at 11–12%, indicating strong buying intent.
City-level trends highlighted distinct consumer behaviour. Mumbai and Delhi together contributed nearly 40% of overall sales, while Bengaluru and Pune saw the highest number of first-time buyers. Chennai and Kolkata reflected steady, family-led purchases with a strong gifting skew.
A key takeaway from the campaign was the profile of the consumer. A significant share of buyers were purchasing a diamond for the first time, often for themselves or as gifts – pointing to a shift away from occasion-led buying towards more personal, intent-driven consumption. As one customer in Mumbai noted, “I’ve always associated Akshaya Tritiya with gold, but this was my first diamond purchase—it felt special and spontaneous.”
The campaign also delivered strong digital momentum, generating over 3 million impressions, a 2.5X spike in engagement across social media channels, and a 35% increase in website traffic during the campaign period. This year’s performance marked a step-up from last year, with a 2X increase in footfall and a 1.8X rise in conversions, alongside a visible uptick in younger consumers and first-time buyers entering the category.
Ricky Vasandani, Co-founder & CEO, Solitario Diamonds, said:

“Akshaya Tritiya has always been synonymous with gold buying. This year, we wanted to open the occasion to a new category of consumers.”
“The number of first-time buyers we saw is a strong signal that diamonds are increasingly being viewed as something more immediate and personal, rather than just legacy purchases.”
Kabir Kate, CMO, Solitario Diamonds, added,
“The idea of offering a free diamond was not just about an incentive; it was about giving people a reason to experience the brand firsthand. The scale of participation and the conversations it sparked—both in-store and online—show us that consumers today are far more open to rethinking traditional categories.”

The campaign has since emerged as Solitario’s most successful retail initiative to date, reflecting a broader shift towards accessible, experience-led luxury and a changing approach to how diamonds are being discovered and purchased in India.
National News
Jewellery Manufacturers Seek Tax Relief As Rising Gold Prices Inflate Inventory Valuations
Higher Gold Prices Sustained Turnover Value, But Jewellery Volumes Declined As Consumers Adjusted To Costlier Purchases.
Jewellery manufacturers in Coimbatore have submitted a representation to the Government of India seeking a review of the existing methodology for valuation of gold inventory for income tax purposes, citing significant financial pressures arising from the sharp increase in gold prices.
According to industry representatives, the closing stock value of gold held by jewellery manufacturers and retailers is currently determined on the basis of the weighted average cost of inventory available at the end of the financial year. The sector has highlighted that gold prices witnessed an increase of approximately 65 per cent between March 2025 and March 2026, resulting in a substantial rise in the book value of inventory.
Industry stakeholders have stated that while the monetary value of sales turnover may have remained comparable to the previous year due to higher gold prices, the actual quantity of jewellery sold has declined as consumers adjust to elevated price levels. Consequently, manufacturers contend that the appreciation in inventory value is being reflected in taxable income despite the absence of corresponding realised sales and cash flows.
The industry has further represented that maintaining adequate gold inventory is essential for meeting consumer demand for a wide range of designs and product categories. As a result, manufacturers are unable to significantly reduce stock holdings without affecting business operations and market competitiveness.
Particular concern has been expressed by micro and small-scale jewellery manufacturers, who report increased working capital requirements and liquidity constraints arising from taxation linked to inventory appreciation. Industry associations have requested that the Government examine alternative valuation or taxation mechanisms that more accurately reflect realised business income and cash generation.
The representation seeks consideration of suitable policy measures to address the financial impact of inventory value appreciation on jewellery manufacturers while ensuring continued compliance with taxation requirements and supporting the sustainability of the sector. Hence, the government should take separate statement of the gold stock with the manufacturers every year. It should collect advance tax based on the sales.
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