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.