De Beers Group ties up with GJEPC to promote natural diamonds in India

De Beers Group, a leading diamond company, and Gem & Jewellery Export Promotion Council (GJEPC), India’s apex jewellery trade body, have announced a collaboration to promote natural diamonds in India through retailers.

The collaboration, Indian Natural Diamond Retailer Alliance (INDRA), will focus on independent retailers in India to grow the natural diamond business.

This initiative will leverage artificial intelligence to create customised retailer campaigns and the partners will help in providing in-depth natural diamond jewellery training to the staff of the retailers in local languages for effective communication.

Interactive roadshows regarding the collaboration will commence this month, during which GJEPC members will be able to enrol in the programme.

Vipul Shah, Chairman, GJEPC, said, “The Indian gem and jewellery market, currently valued at $85 billion, is poised for rapid growth, projected to reach $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.”

“This initiative reflects a shared vision to educate stakeholders, empower retailers, and boost consumer demand, all the while highlighting the timeless value of natural diamonds,” he said.

Sandrine Conseiller, CEO of De Beers Brands, said, “India 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 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 U.S., and with this initiative the penetration level will rise to 15% in three years,” she said.

“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,” she added.

Retailers will be able to register for the programme on www.INDRAonline.in and will benefit from multi-lingual staff training modules focused on generic natural diamond product knowledge as well as 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.

The new collaboration follows the GJEPC’s adoption of the updated definition, nomenclature and guidelines for diamonds specified by the Federal Trade Commission (FTC) of the United States (U.S).

The FTC’s updated guidelines provide distinct terminology standards, supporting clarity and transparency both for industry stakeholders and consumers.