Recently some Indian gem and jewellery companies announced launching Initial Public Offerings (IPO) in the Indian capital markets. Tribhovandas Bhimji Zaveri (TBZ), Tara Jewels, PC Jewellers are some of the new entrants in this trend. Though the Indian capital markets include Indian diamond and jewellery manufacturing and exporting companies as being listed, the entry of some prominent retail entities is certainly yet another feather in the cap of the Indian gem and jewellery industry. The companies have expressed a keen interest in expanding their presence in the retail sector, with their IPOs providing fodder for the growth.%% The fundamentals of an Initial Public Offering (IPO), states that it means a shift for a company from being a privately held to publicly held firm. This requires that companies be more transparent and professional.%% In respect to the gem and jewellery companies, for the public and consumer in general, transparency augments the trust factor in jewellery products, which has always been integral to a jewellery consumer. Launching IPOs is healthy, and can add to a company’s credibility, but for gem and jewellery companies this trust needs to be extended right down to the sales counter.