At the 41st edition of the India International Jewellery Show (IIJS Premiere), held at the Jio World Convention Centre, Mumbai, De Beers Group unveiled a trio of landmark initiatives that mark a new chapter for the natural diamond industry in India. As the country has become firmly established as the world’s second largest market for diamond jewellery, De Beers Group reaffirmed its commitment to nurturing growth, authenticity and emotional connection in the sector through the launch of its digital platform INDRA, the emotionally resonant “Love, From Bestie” bracelet ritual campaign and the pioneering Institute of Diamonds.

Shweta Harit, SVP, De Beers Group, announced the new campaigns and initiatives in support of driving desire for natural diamonds across the country. A key highlight of the event was the launch of the INDRA platform (Indian Natural Diamond Retailers Alliance)—a powerful new digital ecosystem developed by De Beers Group in collaboration with the Gem & Jewellery Export Promotion Council (GJEPC). Designed to transform the way natural diamond jewellery is marketed and sold in India, INDRA empowers natural diamond jewellery retailers and manufacturers with cutting-edge technology and tools for training and marketing. From AI-powered tools for campaign creation and multilingual global campaign templates to basic to advanced diamond training, industry updates, and training programs, INDRA addresses the real-time needs of modern jewellers. It also offers role-specific dashboards, sales enablement features, and store design resources to elevate the customer experience at every touchpoint. Retailers can now register and access these features via www.INDRAonline.in.

De Beers also introduced the “Love, From Bestie” bracelet collection as the latest iteration of the ‘Rituals’ marketing campaign, an ode to one of life’s most enduring relationships—female friendship. Adding sparkle to the launch were Bollywood icons Neelam Kothari and Seema Sajdeh—real-life best friends and stars of the popular series The Fabulous Lives of Bollywood Wives—who lent their charm and authenticity to this special event. The initiative celebrates those quiet moments of support, loud laughter, shared secrets, and memories that define lasting bonds between women.

Crafted with natural diamonds, each bracelet in the collection is a modern keepsake symbolizing loyalty, love, and lasting connection. The campaign features real life best friends across life stages—from their 30s to 60s—alongside celebrity duos who have brought their stories to life through rich content across social and digital platforms.

“Friendships between women are real, timeless and irreplaceable. The idea behind the Bestie Bracelet collection was to create a meaningful ritual that captures the strength of this friendship between two women,” said Shweta Harit, SVP, De Beers Group “Crafted with natural diamonds, each bracelet pair symbolizes the preciousness and authenticity of their relationship — because for friendships so natural, only natural diamonds will do,” she added.

The campaign will launch nationally on August 3, Friendship Day, across TV, print, digital, social media, radio, and OOH. A dedicated Indian microsite – www.adiamondisforever.com – offers consumers a curated product catalogue, store locator, and rich educational content about the authenticity and timeless value of natural diamonds.

Underscoring its dedication to preserving integrity in the industry, De Beers Group also profiled the Institute of Diamonds (IoD) – one of the world’s only grading laboratories exclusively focused on 100% natural, untreated diamonds. Aligning with a global vision of rekindling the magic of natural diamonds for today’s consumer, IoD brings innovation and credibility to the forefront. It offers services such as custom table inscriptions, co-branded grading report sleeves, in-store point of sale materials, and comprehensive staff education modules. Retailers today face a crowded marketplace where differentiation is difficult, staff turnover is high, and consumer confusion persists. IoD addresses these issues by offering exclusive natural diamond services, trusted branding and robust training programs that empower sales teams to communicate the unique value of natural diamonds with confidence.

“India’s role in the global diamond industry is expanding, and our focus is on supporting that growth with the right tools, platforms, and partnerships. INDRA gives retailers an outstanding tool to support sales potential; the Bestie Bracelet campaign builds meaningful consumer engagement; and the Institute of Diamonds strengthens trust across the value chain. Together, these initiatives have the capacity to elevate India’s natural diamond retail ecosystem,” added Harit.

From technology-driven retailer empowerment and emotionally meaningful jewellery rituals to science-backed support for consumer confidence, De Beers Group’s initiatives at IIJS Premiere are designed to help shape a positive long-term future for India’s diamond sector.

Courtesy : AOJ Desk News