The initiative aims to make customers understand the science and origin behind their diamonds at the point of sale. It introduces a multi-tool set-up by De Beers with advanced devices that evaluate a diamond’s light performance, origin, inclusions and laser markings
Mumbai: In a strategic move to refine diamond retail in India, Tanishq, in partnership with the De Beers Group, launched the ‘Tanishq Diamonds Expertise Centre’ – an initiative aimed at bringing in-store diamond transparency and education to the forefront of consumer experience.
Designed to address the growing consumer demand for trust and clarity, the Tanishq Diamonds Expertise Centre introduces a multi-tool set-up by De Beers featuring five advanced devices that evaluate key aspects of a diamond including light performance, origin, inclusions, and laser markings. By bringing this state-of-the-art evaluation process into the store, Tanishq has placed the power directly in the hands of the customer. No longer reliant solely on verbal assurances, customers can now see the science and origin behind the jewellery for themselves, engaging in every step of the journey with clarity and confidence.
Speaking on the launch, Ajoy Chawla, CEO, Tanishq, Titan Company Ltd. said, “With the launch of the Tanishq Diamonds Expertise Centre in partnership with De Beers, our aim is to set a new standard in natural diamond retail – one that goes beyond traditional display and transforms the buying journey into a transparent, educational, and truly immersive experience. By putting the power of information in our customers’ hands, we are enabling them to understand every facet of the diamond they choose – from its craftsmanship and sparkle to its origin and authenticity.”
Amit Pratihari, Managing Director, De Beers India said, “Choosing a natural diamond is a deeply personal, emotional experience. Today we embark on a transformative chapter in jewellery retail – one that mirrors the essence of natural diamonds: Real, Rare, Responsible. At the De Beers Group, we are committed to empowering Tanishq stores with world-class diamond expertise, ensuring Indian consumers receive a premier in-store experience with cutting-edge technology to authenticate every natural diamond, fostering trust and transparency.”
Among these tools, the Lightscope measures a diamond’s light performance, while the SynthDetect guarantees authenticity by accurately distinguishing between natural and other alternatives. By combining cutting-edge technology with expert guidance, Tanishq and De Beers, together are transforming complex gemological data into simple, visual insights, giving customers not just information, but true empowerment. This marks a powerful shift, from passive buying to informed choosing, where every diamond is selected with transparency, trust and certainty.
To mark the launch, Tanishq hosted a showcase event titled ‘A New Era of Sparkle’ which featured a curated exhibition of its premium diamond collections and a fashion show spotlighting the ‘Radiance In Rhythm’ collection which was launched at the global platform, the Paris Couture Week 2025, in collaboration with couture designer Rahul Mishra. The event was attended by actors Sushmita Sen and Fatima Sana Shaikh.
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