De Beers and India’s jewellery trade body, the Gem & Jewellery Export Promotion Council (GJEPC) have begun a strategic collaboration to strengthen the natural diamond narrative within the Indian gem and jewellery trade.
The collaboration titled, Indian Natural Diamond Retailer Alliance (INDRA), will focus on supporting independent retailers in India with tools that go beyond the conventional.
From multi-lingual marketing assets to immersive storytelling and superior customer experiences, as well as in-depth natural diamond jewellery training in local languages, it will support India’s jewellery retailers with the tools they need to make sure that natural diamonds resonate deeply with every consumer who walks through their doors.
Interactive roadshows regarding the collaboration will begin this month at which GJEPC members will be able to enrol in the programme.
GJEPC chairperson Vipul Shah said the Indian gem and jewellery market, currently valued at $85 billion, is set for rapid growth, reaching $130 billion by 2030.
“INDRA is designed to harness this momentum by tapping into India's dynamic young population, the rise of organised players, and increasing demand across bridal, everyday wear, fashion, and entry-level jewellery,” he said.
“This initiative reflects a shared vision to educate stakeholders, empower retailers, and boost consumer demand, all while highlighting the timeless value of natural diamonds."
De Beers Brand chief executive Sandrine Conseiller said India's diamond growth story is quite remarkable. It has now become the second-largest market in the world for retail sales of diamond jewellery.
“However, with its vibrant economy, growing young population and a large number of leading diamond businesses, India still holds a wealth of untapped potential. Presently in the Indian jewellery retail sector, the penetration of natural diamonds stands at only around 10% which is well below the rate seen in mature jewellery markets such as the US,” said Conseiller.
“Through this new collaboration with the GJEPC, we will help unlock this growing opportunity for increased consumer demand for all types of natural diamond jewellery, including bridal, everyday wear and entry-level pieces.”
Retailers will benefit from multilingual staff training modules focused on generic natural diamond product knowledge and access to a market intelligence portal.
The programme will also provide customisable marketing assets and content for retailers to promote natural diamonds at a store level as they seek to enhance their returns and expand their customer base.
Through its three large-scale IIJS Shows, multiple roadshows, and direct outreach activities, GJEPC has the potential to reach a broad range of businesses in the Indian gem and jewellery industry.
Mathew Nyaungwa, Editor-In-Chief, Rough & Polished
