This partnership, titled the 'Indian Natural Diamond Retailer Alliance (INDRA)', will provide retailers with the tools and resources needed to educate and engage consumers, ensuring the continued growth of the natural diamond sector.

The Indian diamond market, currently valued at USD 85 billion, is on a rapid growth trajectory, expected to reach USD 130 billion by 2030. Recognising this momentum, the collaboration will focus on empowering independent jewellery retailers by offering innovative tools to enhance customer experiences. These tools will include Artificial Intelligence-driven campaigns, multi-lingual marketing assets, immersive storytelling, and comprehensive training in local languages to help retailers make natural diamonds resonate deeply with their customers.

The collaboration aims to engage India’s dynamic young population, tapping into the rising demand for bridal, everyday, fashion, and entry-level jewellery. The programme will include interactive roadshows, beginning in January 2025, where GJEPC members can enroll and access resources that will elevate their natural diamond offerings. 

Vipul Shah, Chairman of GJEPC, highlighted the importance of this initiative, stating, “India’s gem and jewellery market is poised for rapid growth, and INDRA is designed to capitalise on this momentum. This collaboration reflects a shared vision to educate stakeholders, empower retailers, and boost consumer demand, all while emphasizing the timeless value of natural diamonds.”

India’s diamond growth story is exceptional, with the country now being the second-largest market for diamond jewellery. However, as Sandrine Conseiller, CEO of De Beers Brands, pointed out, there is still significant untapped potential in India’s retail sector. Currently, the penetration of natural diamonds in the Indian market stands at just 10%, far below levels seen in mature markets like the United States. This collaboration is set to unlock a growing opportunity for increased consumer demand for all types of natural diamond jewellery.

Retailers participating in the programme will benefit from various resources, including multi-lingual staff training on natural diamond product knowledge, access to a market intelligence portal, and customizable marketing assets to promote natural diamonds in-store. The collaboration will empower retailers to boost sales and expand their customer base through well-crafted, targeted campaigns.

With over 10,500 members, GJEPC is the leading body driving India's gem and jewellery sector. Through its large-scale events like the India International Jewellery Show (IIJS) and multiple roadshows, GJEPC has the ability to reach a broad range of businesses across the industry. This strategic collaboration combines GJEPC’s deep understanding of the Indian market with De Beers Group’s expertise in the diamond industry, creating a powerful partnership to drive growth.

Additionally, the collaboration follows the GJEPC’s adoption of the updated diamond guidelines set by the Federal Trade Commission (FTC) of the United States, ensuring clarity and transparency within the industry. The FTC's updated terminology standards help to further build consumer trust and align industry practices with international norms.

This groundbreaking collaboration represents a significant step toward promoting the value of natural diamonds in India, fostering growth and expanding the market for natural diamond jewellery across the country. Retailers and consumers alike stand to benefit from this strategic alliance between De Beers Group and GJEPC.