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
EditorsJul 29, 2026
Q&A: The Past and Future of Angola’s Diamond Industry Endiama Commercial Director Elton Escrivão knows people have a lot of misperceptions about Angola. He wants to change that.
MajorsJul 29, 2026
Kevin Reilly Retires After 39 Years in the Jewelry Industry Reilly has been with PGI USA for the last 20 years, leading partnership development and professional education.
FinancialsJul 29, 2026
Kering’s H1 Jewelry Sales Up 14%Boucheron reached record sales while Pomellato found success in its signature collections.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
Events & AwardsJul 29, 2026
Lauren Harwell Godfrey Designs a Flag for ArkansasShe was one of more than 120 American designers who created flags for the “United Flags of Fashion” project led by CFDA and Vogue.
Weekly QuizJul 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
ColumnistsJul 28, 2026
Peter Smith: Why Your Job Postings May Be Working Against You Smith reveals the method The Retail Smiths use to help retailers and vendors write better job postings.
FinancialsJul 28, 2026
Tiffany & Co., Bulgari Lead the Way for LVMH in H1LVMH’s jewelry and watch brands outperformed the company’s other divisions in an environment the company described as “disrupted.”
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 28, 2026
Lionheart’s New Collection Unites Spiritual Iconography“Sacred Heart” features symbols like crosses, angel wings, the Star of David, and the evil eye as a representation of coexistence.
Events & AwardsJul 28, 2026
The Edge Funding 2 Scholarships Via 24 Karat Club SEUS The scholarships will go to early-career professionals looking to study gemology, bench work and jewelry design, or store operations.
SurveysJul 27, 2026
Jewelry Leads Luxury Market Amid Stabilization, Bain SaysBain & Company delved into the trends shaping the luxury market, the impact of AI, and more in its recent study.
Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
Policies & IssuesJul 22, 2026
Trump to Put 50% Tariff on Canadian Goods The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.
CollectionsJul 22, 2026
Monica Rich Kosann’s High Jewelry Is FruitfulThe “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.
IndependentsJul 22, 2026
Liljenquist Beckstead Opens Rolex New BoutiqueIt’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.
Events & AwardsJul 22, 2026
NY Now Returns in August Under New OwnershipThe show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.
ColumnistsJul 21, 2026
Sherry Smith: Shattering the Illusion of the ‘Either/Or’ Diamond MarketSmith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
SourcingJul 21, 2026
Anglo Reportedly Selects Gareth Penny’s Consortium as Top Bidder for De BeersA Botswana government official told lawmakers Anglo has selected The Global Diamond Consortium, an entity chaired by Penny, to buy De Beers.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
