The campaign introduces a collection of pink, yellow and blue diamonds, set in 18K gold, and opens up conversations around meaning, intention and identity of these diamonds, especially a shift from diamonds as status to diamonds as self-expression
Chennai: Gehna’s latest campaign titled ‘Beyond White’ is challenging conventional ideas of diamond jewellery in India by focusing on coloured lab-grown alternatives. The campaign introduces a collection of pink, yellow and blue diamonds, grown in certified laboratories and set in 18K gold, while also exploring how consumers relate to luxury and personal expression.
Rather than positioning diamonds solely as symbols of status or tradition, the campaign opens up conversations around meaning, intention and individuality. It also reflects a broader trend in the jewellery sector, where consumers are increasingly seeking products that align with their values.
“In a world where luxury is no longer just about material, but meaning, ‘Beyond White’was born out of our desire to give colour to emotion,” says Vineeth Samdaria, Director at Gehna. “We’re seeing a shift from diamonds as status to diamonds as self-expression. And ‘Beyond White’ captures that beautifully.”
The campaign is supported through multiple touchpoints, including an immersive brochure, in-store story-telling, and dedicated training for sales and service teams. These efforts aim to make the concept of lab-grown coloured diamonds more accessible and better understood by both first-time and returning buyers.
Beyond White is not centred on product alone. It is framed as a story-telling platform that reflects shifts in how jewellery is chosen, gifted and worn. The initiative moves Gehna into a new space – one where brand communication, education and emotional engagement are given as much attention as craftsmanship.
As the market for lab-grown stones continues to grow in India, campaigns like Beyond White indicate how brands are beginning to rethink their approach not only to materials, but also to message and meaning.
Gehna was founded by Sunith Samdaria in Chennai in 1996, when he set up a jewellery design studio in the city. Known for its gemstone expertise, ethical craftsmanship and strong online presence, the brand operates a single store in Chennai. ‘Beyond White’ marks its next step, blending tradition with a more emotion-driven approach to lab-grown jewellery.
Retail Jeweller India News
