Tanishq, India’s most trusted jewellery name, in collaboration with De Beers Group, has launched the first-ever Tanishq Diamonds Expertise Centre—a pioneering initiative that breaks stereotypes and reimagines the diamond buying journey through greater trust, openness, and advanced technology. To commemorate this new chapter in sparkle, Tanishq hosted a grand celebration honouring the modern Tanishq Woman—confident, independent, and unwavering in her choices. The evening was a tribute to her evolving persona, her appreciation for authenticity, exquisite craftsmanship, and meaningful luxury.
This groundbreaking industry innovation responds to a long-standing customer demand by offering a transparent in-store diamond evaluation process. Leveraging state-of-the-art tools, it demystifies diamond quality and provenance, delivering real-time transparency and reassurance to customers. With this step, Tanishq raises the bar in the diamond segment, redefining trust, providing clarity, and elevating the overall buying experience with customer-first care and confidence. The event perfectly showcased Tanishq’s steadfast dedication to truthfulness, knowledge-sharing, and technological innovation—revolutionising how Indian consumers experience natural diamonds.
The Tanishq Diamonds Expertise Centre features a sophisticated set-up with five advanced diagnostic tools that assess essential diamond attributes such as brilliance, origins, inclusions, and laser engravings. By integrating this transparent process directly in stores, Tanishq places control in the hands of customers. Instead of relying only on verbal claims, shoppers can now witness the science behind each diamond’s sparkle first-hand, making every purchase with greater assurance. Among the tools, the Lightscope analyses how effectively a diamond reflects light, showcasing its brilliance, while SynthDetect guarantees authenticity by distinguishing natural diamonds from alternatives, ensuring complete peace of mind. With a blend of cutting-edge technology and expert guidance, Tanishq simplifies complex gemological data into easy-to-understand visuals—empowering customers to make informed, confident decisions. This marks a shift from simply purchasing to consciously selecting diamonds with full transparency and trust.
To mark this milestone, Tanishq hosted an opulent launch evening that vividly brought the concept of the Diamonds Expertise Centre to life. The showcase included some of Tanishq’s finest jewellery collections, featuring one-of-a-kind pieces created around singular natural diamonds—each unique in nature. The Ethereal Wonders line blended luxurious traditional artistry with modern aesthetics, while the Radiance in Rhythm collection, launched globally at Paris Couture Week, was celebrated for its impeccable craftsmanship, premium natural diamonds, and innovative design styles.
The star-studded event was graced by icons such as Sushmita Sen, acclaimed actress Fatima Sana Shaikh, and the graceful Sapna Pabbi, along with key industry figures and diamond aficionados, making the night unforgettable. The evening concluded with a dazzling fashion showcase, where Tanishq’s diamond masterpieces took centre stage—reflecting their mastery of design, storytelling, and artisanal finesse. More than a fashion show, it was a celebration of Tanishq’s evolution in diamonds—tracing its legacy of trust, evolving design language, and commitment to the highest standards of natural diamond excellence.
Sharing his thoughts, Ajoy Chawla, CEO, Tanishq, Titan Company Ltd., said, “The Diamonds Expertise Centre is a game-changer in natural diamond retail, setting a new benchmark for transparency and education. Our goal is to empower customers with knowledge—allowing them to understand every aspect of their chosen diamond, from its sparkle to its origin and craftsmanship. Customer-first innovation drives everything at Tanishq, and this initiative embodies our promise to deliver openness and confidence through expert insights and cutting-edge technology.”
Amit Pratihari, Managing Director, De Beers India, added, “Selecting a natural diamond is an emotional and personal journey. Today, we mark a significant leap forward in jewellery retail, aligned with the true essence of natural diamonds: Real, Rare, Responsible. At De Beers Group, our partnership with Tanishq ensures Indian customers receive a world-class, transparent diamond buying experience, backed by the highest global standards in authentication and trust.”