Divine Solitaires reported a strategic reset in FY2025–26, responding to shifts in consumer behaviour, pricing pressures and evolving market dynamics, according to Jignesh Mehta, MD and Founder.

The company cited high gold prices, supply-demand gaps and the emergence of younger, informed consumers as key drivers influencing demand for natural diamond solitaire jewellery in India.

The brand observed a rise in millennial buyers with higher disposable incomes, who prioritized certification, value comparison and long-term worth. This shift contributed to increased demand for certified diamonds and a stronger focus on transparency and trust at the retail level.

Divine Solitaires expects to close FY26 with 30–35% growth over the previous year. The company added over 1,500 customers per month, with more than 35% identified as first-time diamond buyers, indicating category expansion beyond traditional consumers.

Product innovation contributed to growth, including the introduction of Intense and Vivid Yellow Diamonds and increased demand for fancy shapes such as oval and pear. The company also focused on smaller diamonds in the 0.04 to 0.09 carat range, improving overall profitability by over 30% compared to previous years.

The brand expanded its omni-channel presence to 215 stores across 108 cities through a shop-in-shop model. While 95% of sales remain offline, the company noted that digital touchpoints increasingly influence purchase decisions.

The company also reported a shift in purchase occasions, with demand extending beyond weddings to include anniversaries, career milestones and self-gifting, particularly during festive periods and events such as the Solitaire Festival of India.

“The 2026 fiscal has been a defining year for Divine Solitaires, a turning point of sorts that posed several challenges but also opened new opportunities,” said Mehta.