Tanishq Partners with De Beers to Offer In-Store Diamond Authentication at Select Locations in India
Titan-owned jeweler Tanishq has partnered with De Beers to launch diamond verification centers at select retail stores across India, aiming to provide customers with transparent, real-time insights into the authenticity and quality of their diamonds.
The initiative, announced last week, will give shoppers in-store access to advanced diamond testing tools designed to distinguish between natural and lab-grown diamonds.
This move is part of a broader effort by both companies to promote natural diamonds in one of the world’s fastest-growing jewelry markets.
At the heart of the program is the Tanishq Diamonds Expertise Centre, which features a multi-tool evaluation system equipped with five specialized devices.
These tools assess key characteristics of diamonds such as light performance, origin, inclusions, and laser inscriptions.
The Lightscope, which measures how well a diamond captures and reflects light—crucial to its brilliance and sparkle.
The SynthDetect, a device developed to accurately differentiate between natural diamonds and synthetic alternatives.
“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,” said Tanishq CEO Ajoy Chawla.
“This initiative is a bold step toward empowering them with real-time information through cutting-edge technology and expert guidance.”
Tanishq has consistently maintained a clear stance against lab-grown diamonds and does not sell synthetic stones in any of its stores.
The brand has reaffirmed this position, citing concerns about the long-term value and emotional significance of lab-created diamonds.
By collaborating with De Beers—one of the world’s most influential names in natural diamond sourcing and marketing—Tanishq aims to strengthen consumer trust and educate buyers about the distinct advantages of natural diamonds.
This latest initiative positions Tanishq as a leader in diamond transparency in the Indian retail market, blending innovation, ethics, and education to enhance the customer experience.
