Divine Solitaires has outlined its market perspective on natural diamonds as gold prices continue to rise and consumer purchasing behaviour becomes more cautious. In a statement issued on May 22 in Mumbai, the company said its latest communication campaign, titled “A Golden Pause. A Diamond Moment.”, reflects ongoing shifts in bullion prices, consumer sentiment, and government measures affecting the gold sector.

The brand stated that consumers delaying gold purchases due to higher prices may consider natural diamonds for milestone and aspirational purchases instead. According to the company, natural diamonds continue to hold emotional and symbolic value for occasions linked to achievement, commitment, and celebration.

Divine Solitaires also highlighted the economic contribution of India’s diamond industry. The company noted that over 90% of the gold consumed in India is imported, while Indian artisans cut and polish more than 90% of the world’s diamonds for global export markets. The company further positioned solitaire diamond coins as an alternative to traditional gold coins, citing the diamond sector’s contribution to exports, employment, foreign exchange generation, and Indian manufacturing expertise.

Commenting on the development, Jignesh Mehta said, “If buyers are consciously holding back on gold due to current market conditions, it doesn’t mean their celebrations or aspirations should be put on hold. Natural diamonds offer timeless emotional value and remain deeply aspirational.”