At the 11th edition of COUTURE India 2026, businesses across design, branding, packaging, technology, certification and retail services presented solutions aimed at addressing the operational challenges faced by jewellery retailers.

Tanishq has launched advertising campaigns on ChatGPT Ads in India, using the platform to reach consumers exploring gold exchange and wedding jewellery ahead of the festive and wedding season.

The Natural Diamond Council has unveiled a new global consumer-focused strategy to strengthen demand for natural diamonds through category marketing, industry collaboration and consumer engagement, amid changing market dynamics.

Kalyan Jewellers has appointed actor Sara Ali Khan as its brand ambassador in India, joining Amitabh Bachchan and Katrina Kaif to strengthen its outreach to younger consumers across markets.

PNG Jewellers organized the two-day Pure Bonds Design Excellence 2026 meet in Pune on July 1–2, bringing together 20 mangalsutra manufacturers to streamline product selection before its August Mangalsutra Mahotsav.

Candere, the jewellery brand from Kalyan Jewellers, has appointed Indian cricketer Smriti Mandhana as its brand ambassador, joining Shah Rukh Khan to strengthen its outreach to younger consumers across India.

GIVA has launched its “Artificial Do. Silver Lo” Exchange Fest, allowing customers across India to exchange old or imitation jewellery for vouchers redeemable on silver and gold purchases until July 12.

Platinum Guild International’s 2025 Business Review says platinum jewellery demand rose across major markets despite high gold prices, tariffs and manufacturing pressures, with resilience expected to continue into 2026.

Natural diamond ownership among Indian women rose to 15% in 2025 from 11% in 2022, driven by younger consumers, rising incomes and increasing self-purchase trends, according to NDC.

Jos Alukkas announced a partnership with M4Marry on April 27, 2026, in Mumbai to extend its ‘Second Sunrises’ campaign, targeting individuals seeking second marriages through content, platform integration, and outreach.

Platinum Guild International India launches Platinum Season of Love 2026 from April 17 to May 31 across India, aiming to drive platinum jewellery demand through retail partnerships, branded collections and marketing campaigns.

With Akshaya Tritiya around the corner, jewellery retailers are unveiling festive offers, exclusive collections, and smart buying schemes to attract customers and maximize seasonal sales momentum across India.

De Beers Group advances its ‘Love, From Dad’ campaign in April 2026, expanding the INDRA retailer network across India to drive in-store activation, natural diamond demand and consumer engagement.

De Beers launches a centenary book tracing its diamond marketing evolution since the 1930s, highlighting the 1947 slogan’s global impact on consumer behaviour, retail demand, and shifting jewellery preferences across markets including India.