Tanishq and De Beers Spark Diamond Revolution with the Introduction of Diamond Expertise Centers

Gems News: A Shining Partnership for Diamond Transparency

India’s premier jewellery brand Tanishq, part of the Titan Company, has joined forces with global diamond leader De Beers Group to launch a groundbreaking initiative that redefines the diamond buying experience. Together, they have introduced the Tanishq Diamonds Expertise Centre, an innovative in-store program that puts power and transparency directly into the hands of consumers.

Tanishq and De Beers Launches the Diamond Expertise Centers
Image Credit: Tanishq Jewellery

This Gems News report highlights how the two industry giants are changing the narrative around diamond authenticity, aiming to restore trust and confidence in natural diamonds amidst growing concerns over lab-grown alternatives. The partnership has led to the rollout of diamond-verification centers in select Tanishq stores across India, Middle-East and North America, allowing customers to experience diamond evaluation like never before. The initiative promotes natural diamonds by offering advanced tools that help verify a gem’s authenticity, craftsmanship, light performance, and origin in real time.

Inside the Expertise Centre a First in Jewellery Retail

The Tanishq Diamonds Expertise Centre is not just a retail innovation — it is a revolution in how Indian customers buy and experience diamonds. At the heart of this initiative is a multi-tool setup with five sophisticated devices that evaluate key diamond characteristics such as brilliance, inclusions, laser engravings, and natural origin.

Two standout tools are the Lightscope, which measures a diamond’s light performance — essentially its sparkle — and the SynthDetect, which accurately distinguishes between natural diamonds and synthetic or lab-grown counterparts. With this in-store access to scientific evaluation, customers no longer rely on vague verbal promises. Instead, they are equipped with visual, data-driven insights, making each purchase informed, immersive, and trustworthy.

Empowering Customers with Education and Technology

Tanishq’s CEO Ajoy Chawla emphasized the brand’s goal of transforming diamond retail into a fully transparent and educational journey. “With the launch of the Tanishq Diamonds Expertise Centre, our aim is to set a new standard in natural diamond retail — one that goes beyond traditional display and transforms the buying journey into a transparent, educational, and truly immersive experience,” he said. Chawla reiterated Tanishq’s strong stance against lab-grown diamonds, reaffirming that the brand remains committed to natural gems only.

Amit Pratihari, Managing Director of De Beers India, echoed this sentiment, stating, “Choosing a natural diamond is a deeply personal, emotional experience. Today we embark on a transformative chapter in jewellery retail — one that mirrors the essence of natural diamonds: Real, Rare, Responsible.”

A Bold Step Toward Informed Luxury

Through this initiative, Tanishq and De Beers are shifting the diamond conversation in India. The program introduces a new level of integrity and transparency that meets the modern consumer’s demand for authenticity. It’s no longer about simply buying a diamond — it’s about understanding it. Customers are now empowered to engage deeply with the gem’s journey, from its origins to the sparkle that catches the eye. This evolution reflects Tanishq’s broader vision: to honor tradition while embracing innovation, and to celebrate the empowered, discerning Indian buyer.

The launch event itself, which honored the spirit of the modern Tanishq woman, set the tone for this new era — an era where luxury is defined not just by shine, but by substance.

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