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.

PNG Jewellers appointed Ranbir Kapoor as brand ambassador in January 2026 in Pune to support national expansion by increasing visibility and reinforcing brand trust through endorsements and brand-led initiatives across markets.

Gargi by P.N. Gadgil & Sons reached 50 shop-in-shop counters at Shoppers Stop on January 19, 2026, marking a key retail expansion aligned with its national growth strategy.

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.

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.

Senco unveils its new 'Vivaah' Wedding Collection, blending heritage craftsmanship with contemporary bridal aesthetics, supported by a nationwide campaign starring Kiara Advani and special festive offers for wedding-season shoppers.

Jos Alukkas launches Shubha Mangalyam, a bridal jewellery collection blending South Indian temple artistry with contemporary finesse, unveiled by brand ambassador Keerthy Suresh, celebrating heritage, craftsmanship, and wedding tradition.

SAFA Gold & Diamonds has outlined a Rs 4,000 crore expansion strategy to scale its retail footprint to 350 stores by 2030, strengthening its position across India and key international markets.

Zen Diamond, the global fine jewellery powerhouse, opens its latest boutique in Chandigarh’s Nexus Elante Mall, marking its North India debut after successful launches in Mumbai and Bengaluru, blending luxury, craftsmanship, and innovation.

The 21st Jaipur Jewellery Show returns from December 19 to 22 at Novotel Convention Centre, spotlighting ‘Coloured Gemstone’ as its annual theme, with record exhibitors, curated B2B spaces, and expanded design showcases.

Jennifer Lopez partners with Zen Diamond as its newest global ambassador, aligning her iconic glamour with the brand’s expanding international presence and its vision of modern elegance and empowerment.

The fashion and silver jewellery brand brings together two powerhouse performers — Sanya Malhotra and Priyanka Mohan — to celebrate individuality, style, and self-expression through a playful new campaign.

Malabar Gold & Diamonds, the Responsible Jeweller and the world’s fifth-largest jewellery chain, has opened its showroom at Vaishali Enclave, Pitampura, further strengthening its footprint in Delhi

As the festive season approaches, Mia by Tanishq, one of India's leading fine jewellery brands, unveiled its latest collection, 'Manifest'