Divine Solitaires restructured its business strategy in FY2025–26 to respond to shifting consumer behaviour, high gold prices, and growing demand for natural diamond solitaire jewellery in India.

The company described FY26 as a transitional year that required adjustments in strategy to align with market fluctuations, supply-demand gaps, and changing consumer expectations.

According to the company, demand for natural diamond solitaires has been supported by a growing segment of younger buyers with higher disposable incomes. These consumers are increasingly researching diamond certification, comparing value propositions, and prioritising long-term value over short-term trends.

Divine Solitaires noted that buyers are entering stores with greater awareness and are placing emphasis on authenticity, value, and transparency in the purchase process. This shift has also strengthened demand for certified diamonds across retail channels.

The company expects to close FY25–26 with approximately 30–35% growth compared with the previous year. Divine Solitaires also reports that it is adding more than 1,500 customers each month, with over 35% of them first-time diamond buyers, indicating expansion of the category beyond traditional consumer groups.

Product innovation remained a key focus during the year. The company introduced Intense and Vivid Yellow Diamonds and reported increasing interest in fancy shapes such as oval and pear-cut diamonds.

Divine Solitaires also expanded its focus on smaller diamond sizes between 0.04 and 0.09 carats. According to the company, this segment improved overall profitability by more than 30% compared with previous years. The additional earnings were reinvested in brand development and expansion initiatives.

The brand currently operates through a shop-in-shop retail model across 215 stores in 108 cities in partnership with jewellery retailers. This network enables access to consumers in Tier II and Tier III markets as well as larger cities.

While approximately 95% of sales continue to come from offline channels, the company said digital touchpoints increasingly influence purchase decisions before the final in-store transaction.

Divine Solitaires also observed expanding use of solitaire diamonds for everyday milestone celebrations, including anniversaries, career achievements, childbirth, and self-gifting, alongside traditional wedding and engagement purchases.

The company estimates India’s solitaire diamond jewellery market at Rs 25,000 crore and identifies it as one of the fastest-growing segments within the gems and jewellery industry.