Senco Gold & Diamonds has launched its ‘Elements of Love’ campaign in February 2026 across India, introducing a Valentine’s-focused diamond jewellery edit aimed at seasonal gifting demand.

In order to meet the challenges of the diamond industry head on, De Beers has devised a multi-pronged strategy – the major steps include upping investment in marketing, participating in the Luanda Accord, developing a range of category campaigns, collaborating with key retail partners to grow demand, and investing in branded marketing programmes for its own retail businesses, says David Johnson, VP, Global External Communications, De Beers Group, in a conversation with Suneeta Kaul.

De Beers Group introduced its ‘Heera Hai Aapke Liye’ program at IIJS Bharat Signature to strengthen natural diamond demand in India by enabling retailers through the INDRA alliance and expanding structured access nationwide.

Palmonas’ latest campaign reflects how jewellery marketing is being reworked through narrative-led celebrity use, product-first communication, and lower entry price points, as brands align messaging with everyday consumption habits.

In spite of an 8.76% dip in cut and polished diamond exports during April-November 2025, GJEPC remains optimistic about India’s export performance in 2026. The Council is looking forward to the BTA with the US, and should that take longer than expected, it will take all necessary measures in coordination with the government and stakeholders to support exports, and ensure continued growth, says Sabyasachi Ray, Executive Director, GJEPC, in a conversation with Suneeta Kaul.

Kalyan Jewellers, on January 13, 2026, announced an association as the Official Style Partner of RCB Women for Women’s T20 League 2026, aligning visibility with the team’s season campaign in India.

Jos Alukkas launched its ‘My Best Friend’s Wedding’ brand campaign on January 10, 2026, featuring Dulquer Salmaan, Keerthy Suresh and Suhasini Maniratnam, reflecting contemporary wedding decision-making and shared celebrations.

Forevermark Diamond Jewellery opened De Beers Group’s largest flagship store in Mumbai on January 8, 2026, strengthening its India retail strategy and marking the launch of the new Icon Collection.

Tanishq has appointed actor Ananya Panday as its brand face and announced the return of its Festival of Diamonds campaign, highlighting natural diamond jewellery assortments and promotional offers across stores and online platforms.

GIVA has introduced its Glow in Motion jewellery collection, crafted in sterling silver, and named actor Barkha Singh as the campaign face to support a nationwide marketing and retail rollout.

PNG Jewellers has appointed Sara Tendulkar as brand ambassador for Litestyle by PNG in December 2025, supporting the brand’s next growth phase and expansion into younger consumer-led jewellery retail markets.

Bhima Gold has launched the Bhima Brilliance Diamond Jewellery Festival from December 8 2025, to January 11 2026, across India, targeting increased diamond demand from returning NRIs during the festive period.

JJS 2025, scheduled from December 19–22 at the Novotel Jaipur Convention Centre, will host 1,227 booths, feature the Coloured Gemstones theme, and welcome top exhibitors, retailers, and global participants.

GIVA activated a nationwide on-ground campaign from December 10 2025 to drive participation in its Exchange Fest, using transit media, mall installations and hyperlocal outreach to increase store footfall and consumer engagement.