Tanishq and De Beers Usher in a New Era of Diamond Transparency

Tanishq, India’s most trusted jewellery brand, in partnership with De Beers Group, has unveiled the first-ever...

Zoya and Alice Cicolini Launch Limited-Edition Enamel Jewellery Masterpieces

Zoya partners with British designer Alice Cicolini for its first international collaboration, unveiling a limited-edition capsule that honors India’s rich enamel craftsmanship.

CaratLane Launches ‘Runway’ Collection Celebrating Women in Aviation

CaratLane unveils its ‘Runway’ collection—India’s first jewellery tribute to women in aviation—celebrating pilots and crew through elegant, aviation-inspired designs.

Tanishq, India’s most trusted jewellery brand, in partnership with De Beers Group, has unveiled the first-ever Tanishq Diamonds Expertise Centre a first of its kind initiative that flips the script on long-held myths and redefines the diamond buying journey through trust, transparency, and technology.

This industry-first initiative addresses a long-standing consumer need by introducing a transparent, in-store diamond evaluation process. Using cutting-edge tools, it simplifies the assessment of diamond quality and origin, offering real-time assurance and peace of mind to customers. To mark the beginning of this new era of sparkle, Tanishq hosted an unforgettable evening that celebrated the spirit of the modern Tanishq Woman—empowered, self-assured, and uncompromising in her choices. The launch event was a powerful reflection of Tanishq’s unwavering commitment to authenticity, education, and innovation, bringing to life its vision of transforming how India experiences natural diamonds.

The Tanishq Diamonds Expertise Centre introduces a multi-tool setup 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 behind the sparkle for themselves, engaging in every step of the journey with clarity and confidence. Among these tools, the Lightscope measures a diamond’s light performance, which directly correlates to its sparkle — allowing customers to choose not just any diamond, but one that shines with exceptional brilliance. The SynthDetect guarantees authenticity by accurately distinguishing between natural and other alternatives, giving buyers complete peace of mind. By combining cutting-edge technology with expert guidance, Tanishq transforms 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.

Speaking on the occasion, Ajoy Chawla, CEO, Tanishq, Titan Company Ltd. said, “With the launch of the Tanishq Diamonds Expertise Centre, 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. At Tanishq, the customer is at the heart of every innovation, and this initiative is a bold step towards empowering them with real-time information through cutting-edge technology and expert guidance.”

Amit Pratihari, Managing Director, De Beers India further added, “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 diamonds‑expertise, ensuring Indian consumers receive a premier in‑store experience with cutting‑edge technology to authenticate every natural diamond, fostering trust and transparency”