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
CrimeMay 08, 2025
Former NYC Jewelry Store Employee Arrested in 2017 Choking Death of Boss Michel Desalles allegedly murdered Omid Gholian inside World of Gold N Diamond using zip ties and then fled the country.
EditorsMay 08, 2025
5 ‘Superfine’ Met Gala Jewelry MomentsAssociate Editor Lauren McLemore shares her favorite looks from a night of style inspired by Black dandyism.
Supplier BulletinMay 08, 2025
Instappraise Introduces Game-Changing Trifold Appraisal FormatSponsored by Instappraise
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
FinancialsMay 08, 2025
Brilliant Earth Notes an Uptick in Engagement Ring Sales in Q1CEO Beth Gerstein discussed the company’s bridal bestsellers, the potential impact of tariffs, and the rising price of gold.
Weekly QuizMay 08, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsMay 08, 2025
Margot McKinney Lands in the U.S. With New BoutiqueThe brand’s first independent location outside of Australia has opened in Beverly Hills, California.
IndependentsMay 08, 2025
Verragio Announces New Regional Sales ManagerCathy Marsh will lead the jewelry company’s efforts in the upper Midwest and western United States.
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest AdditionSupplier Spotlight Sponsored by GIA
FinancialsMay 07, 2025
Pandora Posts Strong Q1, Plans for TariffsThe company has multiple strategies for dealing with tariffs, though its CEO said moving manufacturing to the U.S. is not one of them.
ColumnistsMay 07, 2025
The Smart Lab: Building a Seasonal Marketing Strategy for Mother’s Day and BeyondConnecting with your customers throughout the year is key to a successful holiday marketing push.
TechnologyMay 07, 2025
Punchmark’s Latest Podcast Features a Very Special Guest National Jeweler Editor-in-Chief Michelle Graff joined Michael Burpoe to talk tariffs, consumer confidence, and the sky-high price of gold.
AuctionsMay 06, 2025
Harwell Godfrey Reimagines 10-Carat Blue Diamond for Met Gala-Ready BroochDesigner Lauren Harwell Godfrey made the piece as an homage to the 2025 gala’s theme, “Superfine: Tailoring Black Style.”
Events & AwardsMay 06, 2025
Here’s Who Made Jewelers of America’s New ‘20 Under 40’ ListExpanded this year to include suppliers, JA’s 2025 list honors 40 up-and-coming professionals in the jewelry industry.
IndependentsMay 06, 2025
Sissy's Log Cabin Opens New StoreLocated in Fort Smith, it’s the Mid-South jeweler’s first store in Northwest Arkansas.
IndependentsMay 06, 2025
Gunderson’s Jewelers to Be Featured on ‘World’s Greatest’ TV SeriesThe episode about the family-owned jeweler will premiere May 17.
IndependentsMay 05, 2025
Zadok Jewelers Opens Store in AustinThe Houston-based jeweler’s new 11,000-square-foot showroom will include a Rolex boutique.
AuctionsMay 05, 2025
Nancy Astor’s Cartier Tiara Heads to AuctionThe turquoise and diamond tiara hasn’t been on the market since it was purchased by Lord Astor in 1930.
TrendsMay 02, 2025
Ring Concierge, Kraft Partner on Mother’s Day Macaroni Necklace The childhood craft of making dried pasta necklaces for Mother’s Day is all grown up as the 14-karat gold “Forever Macaroni” necklace.
CollectionsMay 02, 2025
Piece of the Week: Angely Martinez’s Emerald Promise RingSet with May’s birthstone and featuring an earthworm, this ring is a perfect celebration of spring.
MajorsMay 02, 2025
Stuller’s New Bridal Catalog Is Here“Bridal 2025–2026” includes popular styles and a dedicated section for quick pricing references of lab-grown diamond bridal jewelry.
SourcingMay 01, 2025
Tariffs & Colored Gemstones: Relying on Stock, Considering the Ripple EffectThough currently paused, high tariffs threaten many countries where gemstones are mined. Dealers are taking measures now to prepare.
MajorsMay 01, 2025
Peek Inside David Yurman’s New Miami Flagship StoreLocated in Miami’s Design District, the 4,000-square-foot store is an homage to David and Sybil Yurman’s artistic roots.
TrendsMay 01, 2025
Amanda’s Style File: 20 Pieces of Emerald Jewelry for MayMay babies are lucky indeed, born in a month awash with fresh colors and celebrated with one of the most coveted colored gemstones.
MajorsMay 01, 2025
Jewelers of America Opens Applications for 2025 ScholarshipsThe deadline to apply for the Seymour & Evelyn Holtzman Bench Scholarship is June 12.
SurveysApr 30, 2025
Consumer Confidence Hits Pandemic-Level Low Amid Tariff ConcernsWhat’s really worrying U.S. consumers isn’t the present situation; it’s what the economy is going to look like six months from now.
Events & AwardsApr 30, 2025
Instore Show Debuts New Name, Look, and FocusNow called The Instore Jewelry Show, it will include holiday-focused education, interactive workshops, and a window display contest.
SourcingApr 30, 2025
GemGuide Has a New Pricing Chart for Colombian EmeraldsIt includes pricing for unenhanced Colombian emeralds in the fine to extra fine range.
