Running through August, the festival spearheaded by Divine Solitaires offers customers a mix of exclusive solitaire jewellery collections, assured gifts and bumper prize draws. Participating retailers have reported strong growth in sales and engagement
Mumbai:The Solitaire Festival of India (TSFI) by Divine Solitaires, now in its fourth edition, has once again set out to unite more than 200 jewellers across 107 cities for a nationwide celebration of natural diamond jewellery. Running through August, the festival aims to mobilize jewellery retailers and engage customers ahead of the festive season with a mix of exclusive collections, assured gifts and large-scale prize draws – all aimed at enhancing solitaire sales.
Jignesh Mehta, Founder of Divine Solitaires, describes TSFI as “the single largest diamond retail event in the country” a platform designed to activate sales channels, excite consumers and increase awareness of solitaire jewellery. “This is the time when customers explore, understand and purchase,” Mehta notes. “By the festive season, they are already engaged. The festival removes ambiguity around buying natural diamonds, making the process transparent and easy.”
A key draw for customers is the combination of assured gifts and prize draws that run throughout the festival. Every purchase of Divine Solitaires jewellery comes with an assured gift, with values increasing for repeat buyers from previous editions. Weekly lucky draws, scheduled during the festival period, offer prizes such as smartphones, electronics, and even cars, while the grand bumper draw features a top prize of an XUV 700. These incentives not only drive store visits but also sustain customer interest across the month, encouraging both immediate purchases and return visits.
This year’s edition lays special emphasis on loyal customers. Those who purchased solitaires in previous TSFI editions receive enhanced assured gifts, often exceeding the value tier linked to their current purchase. Additionally, the recently launched ‘Signature Collection’, featuring Divine’s trinity logo is being showcased in select stores as the brand’s new flagship range.
For many retailers, the benefits go well beyond sales numbers. “We’ve been part of TSFI for three years, and our solitaire sales in major showrooms quadrupled during the festival last year,” says Paras Rokde, Director of Rokde Jewellers, Nagpur. He adds that younger, style-conscious buyers in Nagpur are increasingly choosing solitaires over gold, thanks to festival exclusives and flexible buying options. This reflects a wider trend in TierII cities, where aspirational jewellery purchases are growing in both frequency and ticket size.
For Bengaluru-based Davanam Jewellers, the festival’s structure combining assured gifts, weekly draws and a grand bumper prize directly influences footfalls and conversions. “In 2023, we saw a 38% surge in festival-week solitaire ring sales and a 22% rise in new customer acquisitions,” says Vijay Davanam, Chief Product Officer – Diamonds, Davanam Jewellers. He attributes this to both the national marketing push and in-store experiential elements such as visual merchandising and masterclasses on diamond certification. These educational touchpoints, he notes, are key to converting first-time buyers and expanding the category beyond bridal jewellery.
At Ranka Jewellers, the focus is on building emotional connections. “Solitaires are timeless and carry emotions that last a lifetime,” says Anil Ranka, Director, Ranka Jewellers, Pune. He reports a 25% growth in the store’s solitaire category over the past three years, driven by younger buyers and first-time diamond investors. This aligns with Mehta’s view that natural diamonds are symbolic of enduring relationships, and that branded solitaires with certification are gaining preference over unbranded stones.
TSFI’s marketing reach extends to over 100 cities, with campaigns in regional newspapers, radio, cinema and digital platforms. In-store engagement tools include visual merchandising assets. Live social media broadcasts of draws further extend reach and participation.
With rising gold prices making solitaire jewellery relatively more affordable, Mehta sees further growth potential. “Today, solitaire diamond jewellery can be more attractive in value than gold, making it a compelling choice for both style and investment,” he says. This pricing dynamic, coupled with TSFI’s emphasis on education and experience, is helping retailers across India capture new customers and deepen relationships with existing ones.
Reflecting on TFSI’s four-year journey, Mehta says the festival’s core achievement is establishing solitaires as a symbol of lasting relationships rather than a commodity. “Your emotions and relationships cannot be artificial; important moments deserve natural diamonds,” he says. “Brands will play an even greater role in the future, and Divine Solitaires aims to lead that change.”
With sustained retailer enthusiasm, rising consumer awareness, and a growing share of younger buyers, the Solitaire Festival of India continues to be at the forefront of solitaire jewellery retailing in the country.
Written by Achal Chaubey
Retail Jeweller India Exclusive
