As jewellery consumers become more informed and cautious, retailers are increasingly facing delayed purchase decisions driven by friction in trust, storytelling, pricing clarity, customer engagement, and overall buying experience.

Kalyan Jewellers launched the Gold4India Initiative on May 12 to promote gold recirculation, reduce import dependence by five tonnes, formalise monetization channels, and encourage responsible jewellery consumption in India.

As India raises gold import duty to 15%, leading jewellery players and trade bodies support gold conservation measures while warning of liquidity pressure, export challenges and rising risks to MSMEs.

As collaborative jewellery shopping gains momentum, retailers are witnessing higher ticket sizes, evolving design preferences, and stronger emotional engagement driven by mothers and daughters shopping together, observes Dhwani Rathod.

International Gemological Institute partnered with Gujarat Titans on a digital campaign launched on May 4, 2026 to promote independent diamond certification awareness through films featuring Gujarat Titans players.

IAGES, a self-regulatory body, has crossed 100 accredited partners across 550+ outlets in 240 cities on May 5, 2026, strengthening standardization, transparency, and industry-wide adoption of its accreditation framework.

IAGES expanded its #PehlaCheckIAGES campaign across India during Akshaya Tritiya 2026, encouraging consumers to verify jewellers before purchase while positioning accreditation and transparency as differentiators for jewellery businesses.

International Institute of Gemology facilitated a student visit to Bharat Diamond Bourse, Mumbai, engaging with diamond companies to provide real-world exposure, industry insights, and practical understanding of trade operations.

Limelight Lab Grown Diamonds launched its first Gorakhpur store in April 2026, expanding Uttar Pradesh presence to seven stores, targeting rising demand for lab grown diamond jewellery in emerging markets.

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.

The Indian Association of Gold Excellence and Standards (IAGES) urges consumers across India to verify retailer accreditation before buying gold this Akshaya Tritiya, promoting transparency, ethical sourcing, and trust in jewellery transactions.

Divine Solitaires and Gahana Gems & Jewels announced a partnership on April 8, 2026, to expand natural diamond solitaire sales across Gwalior, Guna and Jhansi, targeting over 40% market share.

De Beers Group highlights growing adoption of natural diamonds as daily wear in India on World Diamond Day, driven by self-purchase trends and increasing demand across Tier 2 and Tier 3 markets.

Beau: Jewels marked World Diamond Day on April 8, 2026, in Mumbai with an immersive event featuring diamond education, styling sessions and interactive activities to promote transparency and informed purchasing.