Jos Alukkas ties up with Natural Diamond Council to educate customers about diamonds

The collaboration seeks to equip consumers with the right knowledge to make informed diamond purchases and highlight the value of natural diamonds to next generation buyers

Mumbai: Leading retailer Jos Alukkas has signed up to collaborate with the Natural Diamond Council (NDC) to foster a deeper understanding of the natural diamond industry. The collaboration seeks to provide consumers with valuable insights into the unique attributes of natural diamonds, including their rare origin, increasing scarcity and their cultural and emotional significance as treasured heirlooms.

The NDC, a global non-profit organization dedicated to promoting the natural diamond sector, and Jos Alukkas, with its decades-long legacy of quality craftsmanship, aim to create an enriching experience that emphasizes transparency and ethical practices within the diamond industry. The partnership will provide consumers with the necessary knowledge to make informed decisions when purchasing diamond jewellery.

Jos Alukkas, Chairman of Jos Alukkas Group, emphasized the growing demand for diamond jewellery, especially as more consumers seek the beauty and rarity of natural diamonds. “While gold remains the cornerstone of our business, we’ve seen a significant rise in the popularity of diamond jewellery. This partnership with NDC reflects our commitment to offering our customers the best quality and transparent knowledge. We believe this collaboration will strengthen customer loyalty, elevate our brand’s credibility, and empower our team to answer any questions customers may have about natural diamonds,” he said.

Richa Singh, Managing Director of the NDC for India & the Middle East, expressed her excitement about the collaboration, stating, “Diamonds symbolize love, tradition, and meaningful connections. Our mission at NDC is to equip consumers with the right knowledge to make informed purchases. Over the years, it’s become clear that NDC and Jos Alukkas share a common vision for upholding the legacy of natural diamonds. We are grateful to Jos Alukkas for supporting our goal of celebrating the authenticity of these ancient gems, and we are eager to launch our partnership with exciting content and informative facts.”

The partnership is set to highlight the fascinating origin stories of natural diamonds. NDC and Jos Alukkas aim to inspire the next generation of diamond lovers by showcasing not only the beauty and rarity of natural diamonds but also their lasting value as symbols of life’s most precious moments.

Founded over 60 years ago in Thrissur, Kerala, Jos Alukkas has grown into one of India’s most well-known jewellery brands, with over 60 showrooms across the country. Renowned for its commitment to quality and service, Jos Alukkas was also one of the first to launch a full-fledged online store, offering its products to a growing global customer base.

Retail Jeweller India News