GJEPC and De Beers Group collaborate to promote natural diamonds

De Beers Group and the Gem & Jewellery Export Promotion Council of India (GJEPC) have announced the commencement of a collaboration to strengthen the natural diamond narrative within the Indian gem and jewellery trade.

The collaboration titled, INDRA – Indian Natural Diamond Retailer Alliance, will focus on supporting independent retailers in India with tools that go beyond the conventional. For example, leveraging Artificial Intelligence to create customized retailer campaigns. It will support India’s jewellery retailers with the tools they need to make sure that natural diamonds resonate deeply with every consumer who walks through their doors. Interactive roadshows regarding the collaboration will commence in January 2025, at which GJEPC members will be able to enrol in the programme.

Vipul Shah, Chairman, GJEPC, said, “Indra is designed to harness this momentum by tapping into India’s dynamic young population, the rise of organised players, and increasing demand across bridal, everyday wear, fashion, and entry-level jewellery. 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, said: “India’s diamond growth story is quite remarkable, and it has now become the second largest market in the world for retail sales of diamond jewellery. Through this new collaboration with the GJEPC we will help unlock this growing opportunity for increased consumer demand for all types of natural diamond jewellery, including bridal, everyday wear and entry level pieces.”