De Beers Group, the world’s leading diamond company, and Tanishq, India’s largest jewelry retail brand from the Tata group, today announced a long-term strategic collaboration to connect more Indian consumers with the rarity and preciousness of natural diamonds and amplify the growing opportunity in the Indian market.

With a vibrant economy, a growing middle class, and discerning consumers who seek jewelry with enduring value, demand for natural diamond jewelry from Indian consumers has surged recently and now represents 11 percent of global demand. This has seen India replace China as the second-largest market in the world for natural diamond jewelry. With diamond acquisition rates in India well below those in mature markets such as the US, this provides a significant opportunity to catalyze further growth for natural diamond jewelry in India.

To help unlock the growth opportunity, Tanishq, and De Beers have agreed to come together on a long-term collaboration to enhance consumer education, interest, and confidence, and to promote natural diamonds across India. Through this collaboration, the two parties will capitalize on Tanishq’s deep understanding of the Indian market built up over three decades, combined with De Beers’ expertise in the diamond category, to deepen consumer desire for and confidence in natural diamonds, underscoring their inherent value, rarity, and timelessness.

The collaboration will focus on building extensive consumer outreach, deepening the capabilities of Tanishq’s retail staff to communicate about natural diamonds, educating consumers about authenticity, and shaping customer experiences as they explore their desire for natural diamonds and studded jewelry. This will also be supported by a compelling 360-degree marketing campaign to build awareness and target expanding the customer base in the country, including first-time buyers.

The new collaboration builds on the existing relationship between Tanishq and De Beers, with Tanishq already using De Beers’ proprietary diamond verification technology to support the assurance of the authenticity of its products. The two parties are also in talks regarding opportunities to collaborate on traceability, how Tanishq’s diamond supply needs can best be met, and further opportunities to use De Beers’ proprietary technologies to support pipeline integrity.

Sandrine Conseiller, CEO of De Beers Brands, said: “India’s love affair with diamonds has flourished over thousands of years, and we are thrilled to partner with Tanishq to unlock the full potential of this vibrant market. Like De Beers, Tanishq recognizes the power, preciousness, and prestige of natural diamonds, and combining our expertise with their deep understanding of the Indian market, we will work together to create something special to connect more Indian consumers to these natural treasures and their enduring value.”

Ajoy Chawla, CEO of, Jewellery Division, Titan Company Limited, said: “The opportunity in India for diamonds is massive, given the very low penetration of studded jewelry and the rising per capita incomes in the world’s most populous country. Tanishq has been a pioneer in democratizing diamond jewelry in the market for three decades and has always targeted the modern progressive woman. Tanishq Diamonds adheres to the strictest standards, with all diamonds responsibly sourced in compliance with the Kimberley Process Certification Scheme (KPCS) and the Tanishq Suppliers Engagement Protocol (TSEP).

We offer our certificate of Tanishq Diamond guarantee and have the most transparent buyback policy in India, enabling trust and peace of mind for our customers. In an increasingly man-made world where virtual living is becoming the norm, people crave authentic brands, and real experiences and value natural, wholesome products. All Tanishq Diamonds are natural, rare, and valuable and have attracted our customers with innovative designs. The collaboration with De Beers will unlock new opportunities for both Tanishq and the diamond sector, celebrating the eternal beauty of these miracles of nature.”

The post Tanishq and De Beers Collaborate to Transform India’s Natural Diamond Jewellery Landscape appeared first on NRI News.

INDIA: As Akshaya Tritiya draws near, Mia by Tanishq, one of India’s trendiest precious fine jewelry brands unveils its collection – ‘Glow with Flow’. This latest addition to Mia’s collection draws inspiration from nature’s delicate beauty. Amidst this auspicious occasion, the designs in the collection are like the flow of a river symbolizing blessings, new beginnings, and prosperity, celebrating life’s infinite possibilities and mirroring its essence to perpetual abundance.

Inspired by the gentle caress of winds and the undulating rhythm of rivers’ streams, each design within the ‘Glow with Flow’ collection is a testament to the harmony found in embracing the flow of life. Featuring a wide range of 14kt & 18kt dazzling gold & sparkling diamond jewelry with over 200 designs, the collection has modern, elegant, and trendy jewelry pieces designed to style one for every occasion effortlessly. The wide assortment of studs, finger rings, bracelets, earrings, earcuffs, pendants, and neckwear caters to diversified consumer preferences. To celebrate the auspicious occasion, Mia has introduced its special Akshaya Tritiya offers, where customers can buy 1 & get 3% off*, buy 2 & get 10% off*, buy 3 & get 15% off* on diamond products starting Rs. 5000/- and a flat 10% off on making charges of gold jewelry. Furthermore, for bill values surpassing Rs.75,000/- customers can enjoy a flat 15% discount*. The offer is valid till 12^th May 2024 in all Mia by Tanishq retail outlets and online channels.

Featuring sets with stunning designs inspired by the graceful currents of wind and water, each piece within the collection mirrors one’s boundless potential. It also houses a selection of pieces embellished with the radiant luster of Keshi pearls, renowned for their captivating glow and diamonds set in breath-taking designs. Among the highlights are pieces holding a sliding pearl that flows ingeniously echoing the collection’s inspiration. From cascading earrings reminiscent of waterfalls to delicate bracelets echoing the soft breeze through leaves, and crafted rings in radiant yellow gold, symbolizing life’s joyful journey, every element of the collection embodies the vivacity of dreams and the boundless potential of life.

Step into the world of Mia, where each piece tells a story of delight and elegance, perfect for gifting on cherished occasions like weddings or auspicious occasions. Whether you’re celebrating a significant milestone, or simply seeking to etch Akshaya Tritiya into your memory, Mia offers pieces that resonate with the authenticity of your emotions.

Speaking on the collection, Shyamala Ramanan, Business Head, Mia by Tanishq, said, “This Akshaya Tritiya, we are delighted to launch Mia’s ‘glow with flow’ collection. Glow with Flow is an exclusive in-house designed pieces inspired by the flow of the river and her various moods – vivacious, serene, meandering but bringing in abundance and prosperity where she flows. The diamonds capture the glisten of the sun on the water, while the Keshi pearls reflect the soft glow of the moonlight on the water. Each design is contemporary and yet timeless and a gentle reminder to pause, breathe, and confidently go with life’s flow with optimism and confidence. The team at Mia takes this opportunity to wish everyone abundance and prosperity this Akshaya Tritiya.”

‘Glow with Flow’ is not merely a collection of jewelry; it is a symbol of vibrant dreams and the celebration of life’s abundant possibilities. Each piece is meticulously crafted to mirror the radiant glow of one’s inner light, a reflection of the wearer’s true essence.

Let us revel in the magic of life’s endless flow with Mia’s ‘Glow with Flow’ collection, available across all Mia stores, select Tanishq stores, and various online channels including their homesite https://www.miabytanishq.com/ and application.

The post MIA BY TANISHQ LAUNCHES THE ‘GLOW WITH FLOW’ COLLECTION THIS AKSHAYA TRITIYA FEATURING RAKUL PREET SINGH appeared first on NRI News.

Discover countless little wins that deserve celebration, often overlooked in the hustle of life. Tanishq nudges you to cherish them and bookmark them for life. Explore a delightful array of curated diamond earrings, bracelets, neckwear, finger rings, and more await you. At this Festival of Diamonds, one can experience the delight of choosing from a unique yet wide range of assortment that is perfect for self-indulgence, birthdays, smaller milestones, and other special occasions. Explore the elegance of Tanishq’s delightful Diamond Treats starting from Rs. 15,000 only. Adding to the allure, Tanishq sweetens the deal with up to 20% off* on diamond jewelry value.

Furthermore, customers can exchange their old gold at 100%* current value for stunning new diamond jewelry, offering a unique and eco-friendly way to acquire trendy new pieces.

Tanishq believes that every small moment is deserving of celebration with a diamond. This extensive range comes with the trust and promise of Tanishq Diamonds offering avid diamond collectors an unmatched variety of unique, high-quality diamonds to choose from, providing stunning variety for discerning tastes. Step into the radiance and elegance of our studded collections, marking each piece as a testament to your unique journey. Celebrate with Tanishq, where diamonds illuminate the beauty of life’s grand story.

Rush to your nearest Tanishq store and indulge in this spectacular ‘Festival of Diamonds’ or you can choose to shop online from the comfort of your home at https://www.tanishq.co.in/festival-of-diamond

The post TANISHQ PRESENTS ‘FESTIVAL OF DIAMONDS’ appeared first on NRI News.