The brand sees digital thought-leadership spaces as not just visibility tools but trust-building avenues, which strategically complement traditional marketing
Kochi: Diamond jewellery brand Genesis Diamonds by Deepak Toms is strengthening consumer engagement through its message via a finance-oriented podcast hosted by Hedge School of Applied Economics. The episode, themed ‘Women and Wealth’, featured Tessa Davis, Director, Genesis Diamonds, who spoke about entrepreneurship, luxury buying and the growing relevance of diamonds for young consumers.
The podcast was recorded at Hedge Club in Kochi and is being released on Instagram and YouTube for wider accessibility. Davis said the association with Hedge School brings Genesis Diamonds into a new consumer circle aligned with emerging buying behaviours. “When people learn the story behind a brand, the trust forms faster. This platform let me talk directly about our journey and the purpose behind what we do,” she added.
Through the session, Davis highlighted how her brand has evolved its branding, experimented with campaigns, and built its presence step by step, acknowledging both learnings and wins along the way. She noted that credibility-building is becoming central to the brand’s strategy, particularly in a category where trust drives purchase decisions.
According to Davis, this kind of content exposure reaches a more financially aware audience than typical jewellery marketing efforts, expanding interest beyond traditional buyer profiles. She said the partnership helps underline the brand’s strong proposition in everyday luxury diamonds. “Sharing a story is more effective than pushing an ad. Any genuine platform that allows us to speak about our work will help our credibility grow,” she commented.
A key part of the discussion addressed questions young consumers frequently raise, especially around the investment value of jewellery. Davis differentiated between gold as financial security and diamonds as aspirational luxury that is increasingly part of daily wear.
She explained that gold’s liquidity makes it universally trusted, while diamonds represent refined self-expression — a combination that young buyers now find compelling. The brand believes such conversations help clarify category understanding and build long-term confidence among first-time diamond shoppers.
The brand’s stance aligns with the digital shift in jewellery retail, particularly in the diamond segment, where younger consumers rely heavily on online sources for brand discovery. Davis said the goal is to position Genesis Diamonds as a relatable brand that speaks their language and participates in conversations relevant to their lives.
“Young people today look for transparency before they trust a brand. They want to know who is behind it and what it stands for,” she said.
Genesis Diamonds by Deepak Toms aims to continue amplifying its brand message through meaningful, dialogue-driven platforms. The brand sees digital thought-leadership spaces as not just visibility tools but trust-building avenues, a strategic complement to traditional marketing.
Operating from its flagship store in Kochi, Genesis Diamonds is an initiative of Deepak Toms Diamonds, a leading gold and diamond jewellery group based in Kerala.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
