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.

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.
The Latest

Anne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”

Jewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.

Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Mark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.


The “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.

The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.

The “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.

Creative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.

Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.

Next week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.

Emmanuel Raheb shares the top five gifting moments outside of major holidays that jewelers should build marketing campaigns around.

The wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.

As demand for custom jewelry grows, the company is expanding its services to support retailers.

The mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.

Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

He retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.

The charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.

The organization elected its youngest vice president as it looks to draw in fresh talent.

Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.

The medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.

Sponsored by The INSTORE Jewelry Show 2025

Globally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.

The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.