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Tanishq unveils “Diamond Expertise Centres” with De Beers to elevate consumer confidence in natural diamonds

Tanishq is setting a new benchmark in diamond retail with the launch of its Diamond Expertise Centres Tanishq stores will feature advanced in-store diamond evaluation facilities, enabling customers to verify the authenticity, quality, and performance of the diamonds they purchase.

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Tanishq, India’s leading jewellery retailer and part of the Titan Company Limited, is setting a new benchmark in diamond retail with the launch of its Diamond Expertise Centres, a first-of-its-kind initiative in the country. This move is part of the brand’s strategic partnership with De Beers, aimed at promoting transparency, education, and trust in the natural diamond segment.

Under this initiative, select Tanishq stores will feature advanced in-store diamond evaluation facilities, enabling customers to verify the authenticity, quality, and performance of the diamonds they purchase. These expertise centres will incorporate cutting-edge gemological equipment, including the De Beers SynthDetect machine — an industry-leading device capable of detecting whether a diamond is natural or lab-grown, applicable to both loose and mounted stones.

In addition to authenticity verification, customers can also assess other critical aspects of diamond quality. The Lightscope tool will allow them to measure light performance, while additional instruments will analyse inclusions, craftsmanship, and even laser inscriptions on stones. By translating complex gemological data into clear, visual insights, Tanishq aims to simplify the buying process and empower customers with greater understanding and confidence in their purchase.

The first three Diamond Expertise Centres have been launched in Bengaluru, with plans to expand to 200 outlets within 2025, and eventually roll out across Tanishq’s entire network of over 500 stores nationwide.

“Our aim is to set a new standard in natural diamond retail — one that goes beyond traditional display and transforms the buying journey into a transparent, educational, and truly immersive experience,” said Ajoy Chawla, CEO Jewellery Division, Titan Company Ltd.

Amit Pratihari, Managing Director, De Beers India said, “Choosing a natural diamond is a deeply personal, emotional experience. Today we embark on a transformative chapter in jewellery retail – one that mirrors the essence of natural diamonds: Real, Rare, Responsible. At the De Beers Group, we are committed to empowering Tanishq stores with world-class diamond expertise, ensuring Indian consumers receive a premier in-store experience with cutting-edge technology to authenticate every natural diamond, fostering trust and transparency.”

The initiative is the latest milestone in Tanishq’s collaboration with De Beers, announced in August 2024. The partnership combines Tanishq’s vast retail reach with De Beers’ unparalleled expertise in diamond sourcing, grading, and proprietary verification technology. With India now recognised as the world’s second-largest diamond market, the two companies are positioning themselves to lead the shift towards higher consumer awareness and preference for natural diamonds.

By integrating state-of-the-art verification technology into the retail experience, Tanishq is not only reinforcing its commitment to trust and transparency but also redefining how Indian consumers engage with diamond jewellery — transforming it from a purchase based solely on aesthetics to one informed by knowledge, assurance, and authenticity.

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Education

The Science Behind Sparkle: How Lab-Grown Diamonds Are Created

A New Era of Diamond Creation

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In recent years, lab-grown diamonds have captured the attention of jewellers, consumers, and investors alike. Beyond their beauty, what makes these gems truly fascinating is the science behind their creation. Unlike imitation stones, lab-grown diamonds share the same physical, chemical, and optical properties as natural diamonds — the only difference lies in their origin.

At the heart of this innovation are two cutting-edge processes: High Pressure High Temperature (HPHT) and Chemical Vapor Deposition (CVD). These methods recreate the intense conditions under which natural diamonds form deep within the Earth, allowing scientists to produce genuine diamonds in a controlled laboratory environment.

HPHT: Diamonds Born Under Extreme Conditions

The High Pressure High Temperature (HPHT) method mimics the natural diamond-forming process that occurs about 150 kilometers below the Earth’s surface.

  1. Starting Point – The Seed:
    A small diamond seed, usually a thin slice of an existing diamond, is placed inside a carbon-rich chamber.
  2. Simulating Nature – Pressure and Heat:
    The seed is exposed to extreme conditions — pressures of about 5–6 GPa (equivalent to the pressure at the Earth’s mantle) and temperatures of 1,400–1,600°C.
  3. Crystal Growth:
    Under these conditions, the carbon source melts and crystallizes around the diamond seed, forming a larger crystal over several weeks.

The result is a high-quality diamond crystal that is virtually indistinguishable from its natural counterpart. HPHT diamonds often exhibit exceptional clarity and can be produced in a range of sizes and colors, including colorless, yellow, and blue varieties.

CVD: Diamonds Grown in a Plasma Cloud

The Chemical Vapor Deposition (CVD) process is a more recent innovation that uses advanced plasma technology to grow diamonds atom by atom.

  1. Preparing the Chamber:
    A thin diamond seed is placed inside a vacuum chamber filled with carbon-rich gases, typically methane and hydrogen.
  2. Creating Plasma:
    The gases are energized using microwaves or lasers, forming a plasma cloud that breaks down the molecular bonds of the gases.
  3. Diamond Formation:
    Carbon atoms released from the plasma settle onto the seed layer, crystallizing into pure diamond over the course of several weeks.

The CVD method allows for greater control over purity, color, and size, making it ideal for high-end jewellery applications. It also produces diamonds that are free from many of the inclusions typically found in natural stones.

Technology Meets Sustainability

Both HPHT and CVD processes are transforming the jewellery industry not only through technology but also through sustainability. Lab-grown diamonds require no mining, dramatically reducing environmental impact. Many manufacturers are also transitioning to renewable energy sources to power their production facilities, making these diamonds even more eco-conscious.

Furthermore, traceability is a defining advantage. Every lab-grown diamond can be tracked from its creation, offering complete transparency — a growing priority among modern consumers seeking ethical luxury.

Crafting the Future of Jewellery

As consumer awareness grows, lab-grown diamonds are redefining what it means to own something precious. With their scientific precision, sustainable creation, and stunning beauty, they represent the perfect harmony between innovation and artistry.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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