SourcingNov 26, 2024
De Beers Stays With ‘A Diamond Is Forever’ for 2024 Holiday CampaignSourcingJan 10, 2025
De Beers, GJEPC Partner to Promote Natural Diamonds
The pair will work together to support independent retailers in India with marketing assets, training materials, and other tools.
De Beers Group and the Gem & Jewellery Export Promotion Council have partnered to promote natural diamonds in India. From left to right are Paul Rowley, executive vice president of diamond trading at De Beers Group; Sandrine Conseiller, CEO of De Beers Brands; Vipul Shah, chairman of GJEPC; and Kirit Bhansali, vice chairman of GJEPC.
Mumbai, India—De Beers Group and the Gem & Jewellery Export Promotion Council (GJEPC) are teaming up to promote natural diamonds in India.
The collaboration, called the Indian Natural Diamond Retailer Alliance (INDRA), will pair De Beers’ diamond expertise with GJEPC’s understanding of the Indian market.
The partnership follows De Beers’ recent partnership with Signet Jewelers, which has the same goal in North America.
INDRA will focus on supporting independent retailers in India with tools like customizable multilingual marketing assets and in-depth natural diamond jewelry training in local languages.
The program will also provide content for retailers to promote natural diamonds in their stores. Retailers will also have access to a market intelligence portal.
The Indian gem and jewelry market is currently valued at $85 billion, said GJEPC Chairman Vipul Shah, and is expected to see “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 organized players, and increasing demand across bridal, everyday wear, fashion, and entry-level jewelry,” said Shah.
“This initiative reflects a shared vision to educate stakeholders, empower retailers, and boost consumer demand, all while highlighting the timeless value of natural diamonds."
Related stories will be right here …
The collaboration, called the Indian Natural Diamond Retailer Alliance (INDRA), will pair De Beers’ diamond expertise with GJEPC’s understanding of the Indian market.
The partnership follows De Beers’ recent partnership with Signet Jewelers, which has the same goal in North America.
INDRA will focus on supporting independent retailers in India with tools like customizable multilingual marketing assets and in-depth natural diamond jewelry training in local languages.
The program will also provide content for retailers to promote natural diamonds in their stores. Retailers will also have access to a market intelligence portal.
The Indian gem and jewelry market is currently valued at $85 billion, said GJEPC Chairman Vipul Shah, and is expected to see “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 organized players, and increasing demand across bridal, everyday wear, fashion, and entry-level jewelry,” said Shah.
“This initiative reflects a shared vision to educate stakeholders, empower retailers, and boost consumer demand, all while highlighting the timeless value of natural diamonds."
Sandrine Conseiller, CEO of De Beers Brands, described India’s diamond growth story as “remarkable,” noting that it is the second-largest market in the world for retail sales of diamond jewelry.
“However, with its vibrant economy, growing young population, and large number of leading diamond businesses, India still holds a wealth of untapped potential,” said Conseiller.
The penetration of natural diamonds in the Indian jewelry retail sector stands at only 10 percent, she said, which is well below the rate seen in “mature” jewelry markets like the U.S.
“Through this new collaboration with the GJEPC, we will help unlock this growing opportunity for increased consumer demand for all types of natural diamond jewelry, including bridal, everyday wear, and entry-level pieces.”
GJEPC has more than 10,500 members across the Indian gem and jewelry sector, hosting three IIJS shows annually, as well as several roadshows and direct outreach activities.
Beginning this month, INDRA will host interactive roadshows where GJEPC members can enroll in the program.
Retailers can also register for the program on INDRA’s website.
More on Sourcing
The Latest
TechnologyJul 10, 2026
There’s a New Blind Box for Luxury Watches Collectibles platform Arena Club’s new Time Boxes could contain a Rolex or Patek Philippe watch.
TrendsJul 10, 2026
Jade Trau Creates a Constellation of DiamondsThe “Constellation Plié” collar, our Piece of the Week, features diamonds arranged in a constellation of shining stars.
WatchesJul 10, 2026
Brilliant Earth Expands Into WatchesIn honor of its 20th anniversary, the jewelry brand has released a limited-edition collection of Swiss-made timepieces.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
CollectionsJul 09, 2026
Boucheron’s New High Jewelry Collection Is an Ode to the Human Touch“Human Being” highlights the similarities and differences between us through five sets of jewelry that celebrate fine craftsmanship.
Weekly QuizJul 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJul 09, 2026
Damiani Group Finalizes Acquisition of Baume & MercierRichemont will continue to provide operational services for the watch brand for a period while the group prepares to integrate it.
AuctionsJul 09, 2026
Pharrell Williams’ Joopiter Hires Former Bonhams Exec to Head New Watch DivisionNate Borgelt will lead the digital auction house and content platform’s new division as head of watches.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
Events & AwardsJul 09, 2026
Halstead Names 2026 Grant WinnerEnoch Platero, founder and designer behind Enoch Michael, is the first Native American jeweler to win the award.
Events & AwardsJul 09, 2026
AGS, GIA Name 2026 Beatrice Shipley Scholarship WinnerAGS also announced the recipient of its “Women in Leadership” scholarship.
MajorsJul 08, 2026
Kendra Scott Joins ‘Shark Tank’ As Permanent Investor The founder of the billion-dollar jewelry and lifestyle brand will debut as a full-time “Shark” on the upcoming season of the show.
SurveysJul 08, 2026
Signet Jewelers Falls 5 Spots on NRF’s ‘Top 100’ Retailers ListPlus, why retailers should be ready to adjust as the U.S. population may decline this year for the first time since the Great Depression.
CrimeJul 08, 2026
Here’s What Thieves Stole From the Lalique Museum René Lalique’s “Woman Dragonfly With Open Wings” pendant, the first piece the museum acquired, was one of the jewels taken.
MajorsJul 08, 2026
Richline Group Promotes 2 ExecsArien Gessner and Moss Makhoulian have been elevated into newly created roles.
ColumnistsJul 07, 2026
Peter Smith: Diamond Branding and the Origin ParadoxA podcast prompted Smith to share his views on where origin fits into the natural diamond story and the viability of branded diamonds.
Events & AwardsJul 07, 2026
JA Announces 2026 Impact Initiative RecipientsThe association selected eight recipients for the funding program, which is in its second year.
TrendsJul 07, 2026
Amanda’s Style File: Ruby, White and Blue Whether celebrating America’s 250th birthday or the USA’s World Cup run, July birthstone jewelry can double as a patriotic accessory.
CrimeJul 07, 2026
Thieves Steal Millions in Jewels From France’s Musée LaliqueAround 20 pieces of jewelry were stolen from the museum dedicated to French jeweler and glassmaker René Lalique.
CollectionsJul 07, 2026
Robinson Pelham Is Partying Like It’s 1996The “Summer of ’96” campaign and collection celebrate the year the brand was founded for its 30th anniversary.
IndependentsJul 06, 2026
Bachendorf’s To Open Fifth Store In DallasThe new location is set to open this winter, featuring the retailer’s first rotating jewelry designer residency.
MajorsJul 06, 2026
Graff Names BTS Star Jung Kook as New AmbassadorThe pop artist appears in the latest campaign for the “Laurence Graff Signature” collection.
CollectionsJul 06, 2026
Pandora’s New Baroque Pearl Collection Is a Whimsical ‘Wonder’One-of-a-kind pearls take the shape of ice cream cones, frogs, submarines, and other imaginative charms.
SourcingJul 02, 2026
London Diamond Bourse Elects First Female PresidentCharlotte Rose said her election is “a sign that this is an industry capable of change.”
Supplier BulletinJul 02, 2026
Elevating Retail Showcases with Today's Necklace & Bracelet TrendsSponsored by Rio Grande Jewelry Supply
TrendsJul 02, 2026
Oscar Heyman’s Flag Brooch Celebrates AmericaThe American jewelry house, founded by Latvian immigrants, has been creating American flag brooches since 1917.
IndependentsJul 02, 2026
D. Geller & Son Partners with KSU Art Students on Store MuralThe artwork celebrates the Atlanta jeweler’s legacy and symbolizes its commitment to supporting local artists and its community.
Events & AwardsJul 02, 2026
Stratus Estate Buyers Offers Jewelers Turnkey Buying EventsIts team can evaluate jewelry and watches, as well as luxury handbags, artwork, and collectibles.
