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.

Indriya has introduced a diamond selection framework based on light performance, with one in five natural diamonds meeting its criteria, alongside the launch of SparkleScope technology across stores.

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.

Challani Jewellery Mart inaugurated its new flagship showroom in Puducherry on May 29, 2026, expanding its retail presence with a three-floor jewellery destination and announcing Raashi Khanna as brand ambassador.

Bengaluru-based jewellery brand GIVA has appointed actor Kriti Sanon as brand ambassador and launched its ‘Style, Sealed in Silver’ campaign across digital, OTT and retail platforms to strengthen omnichannel consumer engagement.

Jos Alukkas launched a platinum jewellery campaign featuring Dulquer Salmaan on May 15, promoting men’s and contemporary platinum jewellery collections across India and international markets through digital, print and in-store activations.

Kalyan Jewellers returned to the Cannes Film Festival for a third appearance, unveiling a bespoke high-jewellery creation for brand ambassador Kalyani Priyadarshan inspired by Art Deco design and couture styling.

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.

Kalyan Jewellers released a Gudi Padwa digital campaign on March 18, 2026, featuring Pooja Sawant, highlighting evolving family relationships and positioning jewellery gifting within contemporary festive narratives across Maharashtra markets.

Swarovski launched its second capsule collection with Ariana Grande on March 17, 2026, globally, featuring 29 jewellery pieces co-created with Giovanna Engelbert, inspired by nature and fantasy-led design themes.

PNG Jewellers inaugurated its 72nd showroom on Medical Road in Gorakhpur on March 15, 2026, marking its first store in the city as part of the brand’s ongoing North India retail expansion.

PNG Jewellers inaugurated a 4,500 sq. ft showroom in Uran, Navi Mumbai on March 13, 2026, taking its retail network to 70 stores. Actress and brand ambassador Madhuri Dixit inaugurated the outlet.

Kushals Fashion Jewellery opened four new stores in Hyderabad on January 28 to expand its Telangana footprint, taking its city total to 17 as part of its retail growth plan.

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.