At the 41st edition of the India International Jewellery Show (IIJS Premiere) held at Mumbai’s Jio World Convention Centre, De Beers Group introduced three groundbreaking initiatives aimed at redefining the future of the natural diamond industry in India. With India now standing as the second-largest global market for diamond jewellery, De Beers reinforced its long-term commitment to growth, authenticity, and emotional resonance in the sector.
Shweta Harit, Senior Vice President at De Beers Group, unveiled the initiatives focused on enhancing desire for natural diamonds across the country. The highlight was the launch of INDRA (Indian Natural Diamond Retailers Alliance)—a next-generation digital platform developed in partnership with GJEPC. Designed to revolutionize the diamond retail experience, INDRA offers a suite of AI-powered tools for campaign creation, multilingual marketing templates, and comprehensive diamond training programs. It caters to the evolving needs of jewellers by offering role-specific dashboards, sales tools, and store design resources, enabling retailers to elevate customer interactions. Retailers can sign up via www.INDRAonline.in.
Adding an emotional dimension to the brand’s offerings, De Beers also introduced the “Love, From Bestie” bracelet collection, part of its ongoing ‘Rituals’ campaign. This heartfelt initiative celebrates the deep and enduring bonds of female friendship. The launch was graced by Bollywood personalities and real-life best friends Neelam Kothari and Seema Sajdeh, stars of The Fabulous Lives of Bollywood Wives. Crafted using natural diamonds, each bracelet serves as a modern keepsake symbolizing love, loyalty, and lasting connection. The campaign features real women and celebrity duos across age groups, sharing their stories through vibrant digital content.
“The Bestie Bracelet collection is a tribute to the strength and authenticity of women’s friendships,” said Shweta Harit. “Each pair of bracelets—made with natural diamonds—captures the essence of these unbreakable bonds. Because when something is truly natural, only a natural diamond will do.”
Set to launch nationwide on Friendship Day, August 3, the campaign will span TV, print, digital, social, radio, and outdoor platforms. A special Indian microsite — www.adiamondisforever.com — will host product catalogues, store locators, and educational content on the timeless value of natural diamonds.
Further strengthening the industry, De Beers also introduced the Institute of Diamonds, a pioneering initiative to foster consumer trust and enhance transparency within the natural diamond value chain.
“India’s importance in the global diamond trade continues to grow,” Harit added. “With INDRA supporting retailers, the Bestie Bracelet campaign engaging consumers emotionally, and the Institute of Diamonds building trust—we are helping shape a strong, sustainable future for India’s diamond industry.”
Together, these initiatives underscore De Beers Group’s vision to empower the Indian market—through innovation, education, and emotional storytelling—to ensure continued growth and trust in natural diamonds.