3 days ago
- Business
- Fashion Value Chain
Tanishq Launches Diamond Expertise Centre with De Beers
Tanishq, India's leading jewellery brand, has partnered with De Beers Group to introduce the Tanishq Diamonds Expertise Centre — a pioneering initiative designed to revolutionize diamond retail by placing knowledge, trust, and transparency at the forefront of the buying experience.
This in-store centre empowers customers to evaluate natural diamonds using cutting-edge technology, addressing a long-standing need for clarity and assurance in diamond purchasing. Through this initiative, Tanishq is reshaping how diamonds are understood and chosen, ensuring that every customer engages with the gem's brilliance, authenticity, and craftsmanship on their own terms.
The centre uses five advanced tools to assess key diamond characteristics such as light performance, origin, inclusions, and laser markings. Tools like Lightscope and SynthDetect offer scientific insights into a diamond's sparkle and authenticity, eliminating ambiguity from the buying process. By making gemological data visually accessible and easy to understand, Tanishq ensures customers make informed, confident decisions.
The launch was celebrated with a gala in Mumbai attended by over 150 guests, including celebrities Sushmita Sen, Fatima Sana Shaikh, and Sapna Pabbi. Guests explored Tanishq's signature collections including Ethereal Wonders and Radiance In Rhythm, the latter of which debuted at Paris Couture Week. The evening culminated in a striking fashion showcase, presenting the evolution of Tanishq's craftsmanship and design legacy.
Ajoy Chawla, CEO of Tanishq, Titan Company Ltd., remarked, 'This launch sets a new standard in diamond retail. We're committed to making diamond buying transparent, educational, and empowering through real-time data and expert guidance.'
Amit Pratihari, Managing Director, De Beers India, added, 'This collaboration is a milestone in creating an authentic diamond experience — one that is real, rare, and responsible. With advanced tech now in stores, we aim to build lasting trust and elevate the natural diamond journey for Indian consumers.'
