Tanishq Celebrates A New Era of Sparkle Where Brilliance Meets Transparency

by Shrutee Kate 

 In partnership with De Beers to launch the Tanishq Diamonds Expertise Centre — putting knowledge and trust in the hands of every customer 

Mumbai, 18th July 2025: Tanishq, India’s most trusted jewellery brand, in partnership with De Beers Group, has unveiled the first-ever Tanishq Diamonds Expertise Centre a first of its kind initiative that flips the script on long-held myths and redefines the diamond buying journey through trust, transparency, and technology. To mark the beginning of this new era of sparkle, Tanishq hosted an unforgettable evening that celebrated the spirit of the modern Tanishq Woman—empowered, self-assured, and uncompromising in her choices. The event was a tribute to her evolving identity and her refined eye for authenticity, craftsmanship, and meaning.

This industry-first initiative addresses a long-standing consumer need by introducing a transparent, in-store diamond evaluation process. Using cutting-edge tools, it simplifies the assessment of diamond quality and origin, offering real-time assurance and peace of mind to customers. With this bold step, Tanishq reaffirms its leadership in the jewellery space by setting a new industry benchmark for diamond transparency—empowering customers with clarity, confidence, and care throughout their buying journey. The launch event was a powerful reflection of Tanishq’s unwavering commitment to authenticity, education, and innovation, bringing to life its vision of transforming how India experiences natural diamonds.

The Tanishq Diamonds Expertise Centre introduces a multi-tool setup featuring five advanced devices that evaluate key aspects of a diamond — including light performance, origin, inclusions, and laser markings. By bringing this state-of-the-art evaluation process into the store, Tanishq has placed the power directly in the hands of the customer. No longer reliant solely on verbal assurances, customers can now see the science behind the sparkle for themselves, engaging in every step of the journey with clarity and confidence. Among these tools, the Lightscope measures a diamond’s light performance, which directly correlates to its sparkle — allowing customers to choose not just any diamond, but one that shines with exceptional brilliance. The SynthDetect guarantees authenticity by accurately distinguishing between natural and other alternatives, giving buyers complete peace of mind. By combining cutting-edge technology with expert guidance, Tanishq transforms complex gemological data into simple, visual insights — giving customers not just information, but true empowerment. This marks a powerful shift, from passive buying to informed choosing, where every diamond is selected with transparency, trust, and certainty.

To celebrate the launch of this industry-first initiative, Tanishq hosted a spectacular gala evening that brought the vision of the Tanishq Diamonds Expertise Centre to life in the most dazzling way. The event featured a curated exhibition of the brand’s most exceptional collections, including the rarest of rare Natural Diamonds crafted around the single gemstone, which is unique in nature. Each design is a singular masterpiece and one of its kind in the whole world. The Etheral Wonders collection offers an ultra-luxurious fusion of tradition and modernity. The Radiance In Rhythm collection is a masterclass in craftsmanship, from the superior quality of natural diamonds to the thoughtful design language and unique setting styles, which was launched at the global platform, the Paris Couture Week.

The star-studded celebration saw timeless icon like Sushmita Sen, along with the celebrated Indian actress Fatima Sana Shaikh and the effortlessly elegant Sapna Pabbi alongside industry leaders and diamond enthusiasts, grace the occasion adding glamour to an already brilliant night. The evening culminated in a striking fashion show where each creation lit up the runway, highlighting the artistry, precision, and storytelling behind Tanishq’s natural diamond collections. The show captured the past, present, and future of Tanishq Diamond’s journey, tracing its evolution in design, craftsmanship, and customer trust. More than just a display of exquisite jewellery, the celebration embodied Tanishq’s commitment to transforming the diamond buying experience — where every stone reflects rarity, brilliance, and timelessness.

Speaking on the occasion, Ajoy Chawla, CEO, Tanishq, Titan Company Ltd. said, “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. By putting the power of information in our customers’ hands, we are enabling them to understand every facet of the diamond they choose — from its craftsmanship and sparkle to its origin and authenticity. At Tanishq, the customer is at the heart of every innovation, and this initiative is a bold step towards empowering them with real-time information through cutting-edge technology and expert guidance.”

Amit Pratihari, Managing Director, De Beers India further added, “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. At the De Beers Group, we are committed to empowering Tanishq stores with world-class diamonds‑expertise, ensuring Indian consumers receive a premier in‑store experience with cutting‑edge technology to authenticate every natural diamond, fostering trust and transparency”

About Tanishq :Tanishq, India’s most-loved jewellery brand from the TATA Group, has been synonymous with superior craftsmanship, exclusive designs and guaranteed product quality for over two decades. It has built for itself the envious reputation of being the only jewellery brand in the country that strives to understand the Indian woman and provide her with jewellery that meets her traditional and contemporary aspirations and desires. To stress on their commitment to offer the purest jewellery, all Tanishq stores are equipped with the Karatmeter, which enables customers to check the purity of their gold in the most efficient manner. The Tanishq retail chain currently spreads across 500+ exclusive boutiques in more than 300 cities.

About De Beers Group :Established in 1888, De Beers Group is the world’s leading diamond company with expertise in the exploration, mining, marketing and retailing of diamonds. Together with its joint venture partners, De Beers Group employs more than 20,000 people across the diamond pipeline and is the world’s largest diamond producer by value, with diamond mining operations in Botswana, Canada, Namibia and South Africa. Innovation sits at the heart of De Beers Group’s strategy as it develops a portfolio of offers that span the diamond value chain, including its jewellery houses, De Beers Jewellers and De Beers Forevermark, and other pioneering solutions such as diamond sourcing and traceability initiatives Tracr and GemFair. De Beers Group also provides leading services and technology to the diamond industry in the form of education and laboratory services via De Beers Institute of Diamonds and a wide range of diamond sorting, detection and classification technology systems via De Beers Group Ignite. De Beers Group is committed to ‘Building Forever,’ a holistic and integrated approach for creating a better future – where safety, human rights and ethical integrity continue to be paramount; where communities thrive and the environment is protected; and where there are equal opportunities for all. De Beers Group is a member of the Anglo American plc group. For further information, visit www.debeersgroup.com.