The exclusive by-invitation-only session was held at the Jayanagar showroom of PMJ Jewels in Bengaluru. It offered attendees a rare, hands-on experience with exceptional natural diamonds
Bengaluru: The Indian Natural Diamond Retailers Alliance (INDRA), that provides a unified voice for natural diamond retailers in India, recently partnered with leading jewellery retailer PMJ Jewels to host an exclusive, by-invitation-only natural diamond masterclass at their Jayanagar showroom in Bengaluru. The session was led by Jodine Bolden, Director of Education & Training at De Beers, and offered attendees a rare, hands-on experience with exceptional natural diamonds.
The masterclass began with a presentation tracing the history, heritage, and India’s enduring connection with natural diamonds. Attendees learned about the journey of a diamond, from its origin in the earth to the craftsmanship that enhances its brilliance, emphasizing the four attributes that define natural diamonds: rarity, uniqueness, timelessness and value.
In the second segment, participants explored rough diamonds, untouched by human hands, and polished diamonds in four distinctive shapes: marquise, cushion, pear and heart. The collection included colours ranging from fancy yellow and brown to classic white. By handling the diamonds and asking questions, attendees gained a deeper understanding of natural diamonds and the unique characteristics that make each diamond exceptional.
Jodine explained the significance of rough diamonds, describing how they reveal a diamond’s story from its formation in nature. Polished diamonds, particularly fancy shapes and colours, were highlighted to show how nature and craftsmanship combine to create extraordinary gems. The interactive set-up allowed attendees to connect with the diamonds in a way not typically possible in a retail setting, fostering curiosity, engagement and appreciation.
The energy in the room reflected India’s long-standing fascination with diamonds. Participants actively engaged, took notes, photographed the diamonds, and discussed the stories behind each diamond. Bolden emphasized that understanding these core qualities would help people distinguish natural diamonds from lab-grown alternatives, which lack rarity, heritage or intrinsic value.
Dinesh Jain, Managing Director, PMJ Jewels, who was delighted to host the session, said, “We were happy to host this masterclass. Our goal is to give every participant a direct connection with natural diamonds. By creating this interactive experience, we help customers appreciate not just the beauty, but the story and value behind each diamond.”
Bolden, on her part, shared guidance for anyone exploring diamonds, saying, “Always go to your jeweller and ask as many questions as you can. Do your research ahead of time, but when you’re in a store, make full use of the experts who work within teams of natural diamond retailers. They are there to help you make informed choices.”
The session offered a rare opportunity to experience the story, craftsmanship, and intrinsic value of natural diamonds firsthand, leaving attendees inspired and equipped to engage with diamonds more confidently.
INDRA is a collaborative initiative forged between the De Beers Group and the Gems and Jewellery Export Promotion Council (GJEPC), specifically tailored to strengthen the natural diamond jewellery retail sector in India. The programme empowers retailers by equipping them with enhanced diamond selling capabilities, comprehensive training on natural diamonds, and strategic marketing support to significantly boost their sales and overall business performance.
With a legacy spanning over 60 years, PMJ Jewels is a household name in South Indian luxury retail, known not only for its handcrafted heritage gold and certified diamond collections, but also for creating immersive, high-end experiential spaces for true jewellery connoisseurs. It has 45+ stores across India and the United States.
Written by Akhila Nair
Retail Jeweller India News
