JB Insights
Tanishq, De Beers forge strategic collaboration to boost India’s natural diamond jewellery market
De Beers Group, the world’s leading diamond company, and Tanishq, India’s largest jewellery retail brand from the Tata group, today announced a long-term strategic collaboration to connect more Indian consumers with the rarity and preciousness of natural diamonds and amplify the growing opportunity in the Indian market.
With a vibrant economy, a growing middle class and discerning consumers who seek jewellery with enduring value, demand for natural diamond jewellery from Indian consumers has surged recently and now represents 11 per cent of global demand. This has seen India replace China as the second largest market in the world for natural diamond jewellery. With diamond acquisition rates in India well below those in mature markets such as the US, this provides a significant opportunity to catalyse further growth for natural diamond jewellery in India.
To help unlock the growth opportunity, Tanishq and De Beers have agreed to come together on a long-term collaboration to enhance consumer education, interest and confidence, and to promote natural diamonds across India. Through this collaboration, the two parties will capitalise on Tanishq’s deep understanding of the Indian market built up over three decades, combined with De Beers’ expertise in the diamond category, to deepen consumer desire for and confidence in natural diamonds, underscoring their inherent value, rarity and timelessness.
The collaboration will focus on building extensive consumer outreach, deepening capabilities of Tanishq’s retail staff to communicate about natural diamonds, educating consumers about authenticity, and shaping customer experiences as they explore their desire for natural diamonds and studded jewellery. This will also be supported by a compelling 360-degree marketing campaign to build awareness and target expanding the customer base in the country, including first time buyers.
The new collaboration builds on the existing relationship between Tanishq and De Beers, with Tanishq already using De Beers’ proprietary diamond verification technology to support the assurance of the authenticity of its products. The two parties are also in talks regarding opportunities to collaborate on traceability, how Tanishq’s diamond supply needs can best be met and further opportunities to use De Beers’ proprietary technologies to support pipeline integrity.

Sandrine Conseiller, CEO of De Beers Brands, said: “India’s love affair with diamonds has flourished over thousands of years, and we are thrilled to partner with Tanishq to unlock the full potential of this vibrant market. Like De Beers, Tanishq recognises the power, preciousness and prestige of natural diamonds and combining our expertise with their deep understanding of the Indian market, we will work together to create something special to connect more Indian consumers to these natural treasures and their enduring value.”
Ajoy Chawla, CEO, Jewellery Division, Titan Company Limited, said: “The opportunity in India for diamonds is massive, given the very low penetration of studded jewellery and the rising per capita incomes in the world’s most populous country. Tanishq has been a pioneer in democratising diamond jewellery in the market for three decades and has always targeted the modern progressive woman. Tanishq Diamonds adhere to strictest standards, with all diamonds responsibly sourced in compliance with the Kimberley Process Certification Scheme (KPCS) and the Tanishq Suppliers Engagement Protocol (TSEP).

“We offer our own certificate of Tanishq Diamond guarantee and have the most transparent buyback policy in India, enabling trust and peace of mind for our customers. In an increasingly man-made world where virtual living is becoming the norm, people crave authentic brands, real experiences and value natural, wholesome products. All Tanishq Diamonds are natural, rare and valuable and have attracted our customers with innovative designs. The collaboration with De Beers will unlock new opportunity for both Tanishq and the diamond sector, celebrating the eternal beauty of these miracles of nature.”
JB Insights
Silver Show Of India – SSI 4th Edition – A Definitive Report On Product Offerings & Brand Showcases
A Celebration Of Silver Excellence: Showcasing Innovation, Heritage Craftsmanship, Luxury Design, and Emerging Trends Across India’s Silver Industry
The Silver Showcase India 4th Edition in Mumbai became the stage for an extraordinary convergence of heritage artistry, technological innovation, and contemporary luxury. From floating idols to regal woven gowns, the breadth of India’s silver craftsmanship was on breathtaking display.
CATEGORY
Jewellery & Wearables
Anmol Silver
HERITAGE ARTISTRY


Anmol Silver debuted its Rudra Series, a deeply reverent collection drawing from the wellspring of traditional Indian artistry. Each piece embodies the spiritual weight of heritage craftsmanship, rendered in silver with meticulous attention to iconographic detail and surface treatment.
Navkar Sterling Silver
SHELL & SILVER COLLECTION

Navkar unveiled the Shell & Silver Collection — a graceful marriage of sterling silver with the lustrous iridescence of mother-of-pearl. Accented with rubies and emeralds, the range strikes a confident balance between organic texture and gemstone brilliance.
MJR Silver
MASTERPIECE JEWELLERY



MJR Silver commanded attention with a magnificent oversized haaram emblazoned with the iconic MJR logo — a tour de force weaving together kundan setting, delicate paper casting, modern electroforming, and soulful hand nakashi work in a single statement piece.
Ricchezza
MEN’S RPT COLLECTION




Ricchezza showcased its Hollow Men’s RPT Jewellery line — kadas, bracelets, and neckwear crafted to redefine masculine silver adornment. The hollow construction delivers substantial visual presence with refined, everyday wearability.
Lavira by Tirupati Gems
LADIES’ LIFESTYLE JEWELLERY


Lavira presented intricately crafted ladies’ handbags in 925 silver alongside handcuffs, haath phools, bangles, and rings, all in 925 silver with luxurious gold plating, adorned with vibrant colour stones and delicate floral motifs that celebrate contemporary elegance.
Silverio Artesa
BROOCHES & STATEMENT NECKLACES



A striking collection of men’s brooches featuring regal elephant, lion, and other motifs blends bold symbolism with refined craft. The brand also unveiled an avant-garde CZ and colour-stone necklace, and a rose gold–finished enamel creation in a vivid palette.
Shree Omkar Jewellers
925 SILVER STATEMENT NECKLACES


Three distinct necklaces define the showcase: a gold-polished Pachi work piece; a magnificent Nakshi necklace with a central Goddess Lakshmi motif; and a dazzling diamond-finish creation with emerald accents and lustrous rhodium polish — each a tour of India’s royal jewellery traditions.
Tanvi & Co.
HERITAGE COLLECTION



The Heritage Collection necklace in 925 sterling silver with premium rhodium plating features beautifully detailed elephant and floral motifs delicately accented with pearls — a celebration of cultural heritage in which every intricate detail reflects precision and tradition.
FEATURED MASTERPIECE
Riddhi Siddhi Gems & Jewellery — The Maharani Gown



The undisputed showstopper of SSI 4th Edition was the breathtaking Maharani Gown — an extraordinary fusion of silver and gold threads intricately woven with Navratna gemstones and lustrous pearls. Radiating regal energy through a vibrant multi-coloured palette, the gown was adorned by Nandini Gupta, Miss India 2023–24, elevating the creation into a luminous celebration of heritage luxury and contemporary grandeur. A masterwork at the intersection of jewellery art and haute couture.
CATEGORY
Devotional & Lifestyle
Purple Jewels
TULIP — ULTRA LIGHT IDOLS



Purple Jewels introduced TULIP — The Ultra Light Idols by Purple, showcasing technologically advanced 925 silver idols that set a new benchmark in detailing and finish. Masterpieces include the Sankatmochan Raj Gada and a Lord Balaji statue with an intricate arch.
Emerald Silver
INNOVATION MEETS DIVINITY


Emerald Silver presented EF Electromagnetic Levitation Floating Idols, Silver PRANA LITE paper-casting idols — a cost-effective alternative ideal for gifting and modern living — and Silver Feather Light EF Idols, together representing the rare convergence of innovation and devotional artistry.
Antariksh Jewellers
CHENNAI · TRADITIONAL POOJA SET

Antariksh Jewellers presented an exquisite traditional pooja set comprising a meticulously crafted pooja thali, samai, chambu, bell, udarni, kamachi valak, and aarti — a cohesive expression of ceremonial silver craft, each component purposeful, each surface speaking the language of devotional heritage.
Antaraa Silver
LUXURY LIFESTYLE ACCESSORIES

Antaraa Silver drew appreciation from industry leaders with its exclusive range of premium silver accessories, luxury pens, and innovative lifestyle products — positioned at the crossroads of utility and luxury, signalling a maturing appetite for silver beyond jewellery and devotional ware.
CATEGORY
Silver Artefacts & Home
Kraft Silver
EXTRAORDINARY SCULPTURAL DISPLAY



Kraft Silver commanded the floor with an extraordinary display of large-scale silver artefacts. A magnificent silver cow anchored the presentation as a centrepiece of devotional and artistic merit, while a silver sofa pushed the medium into unexpected lifestyle territory. A range of innovative decorative creations completed a showcase that challenged preconceptions about what silver craft can and should be — bold, confident, and expansive in ambition.
CATEGORY
Standout Individual Creations
Sukhraj
TRADITIONAL SATKA

A beautifully crafted traditional Satka (key holder) in silver celebrating Indian heritage. An elegant crescent moon motif with conical pendant is embellished with multi-hued colour stones, folk-art patterns, colourful beads, and shimmering gota patti accents — a striking fusion of artistry, colour, and tradition.
Silver Payal
FIVE-LAYERED ANKLET

A stunning silver payal crafted in an elegant five-layered structure, partially coated in gold and adorned with dazzling CZ and polki-inspired stones. The intricate detailing and harmonious blend of precious finishes transform this anklet into a true work of art, radiant and deeply rooted in South Asian jewellery tradition.
Silver Sindoor Dibbi
CEREMONIAL ACCESSORY

A beautifully crafted sindoor dibbi adorned with intricate geometric patterns and traditional shankh motifs. The elegantly designed lid is embellished with a striking dull orange onyx stone — a ceremonial object elevated to the level of heirloom through the precision of its making.
CATEGORY
Silver Gifting & Children’s Collections
MAA SILVER — Silver Start
TINY TREASURES. TIMELESS MEMORIES.




MAA Silver unveiled SILVER START, a thoughtfully curated gifting collection in 925 silver designed specifically for children. The range spans silver mugs, sippers, glasses, dinner sets, pacifiers, and medicine feeders — everyday essentials reimagined as cherished keepsakes. Each piece is embellished with popular cartoon characters and delightful motifs, combining the purity of silver with child-friendly design language. The collection is positioned as the ideal gifting solution for newborns, naming ceremonies, birthdays, and milestone celebrations.
House of Shah
EXCLUSIVE SILVER CREATIONS

House of Shah showcased its exclusive range of silver jewellery and innovative product offerings, with craftsmanship and design excellence at the forefront. The brand’s presentation affirmed its position as a destination for distinctive silver creation within India’s evolving luxury landscape.
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