IAGES said its Accredited Partner Directory, launched in November 2025, now lists over 700 verified gold businesses across 200 cities, supporting consumer verification and promoting compliance across India's gold industry.

Senco Gold & Diamonds has introduced its ‘Drops of Joy’ campaign across India from July 3, 2026, offering discounts on gold and diamond jewellery to support seasonal consumer purchases.

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.

IRASVA Fine Jewellery marked its seventh anniversary in June 2026, highlighting growth in omnichannel retail, e-commerce expansion, and the launch of its first laboratory-grown diamond collection.

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.

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.

Senco Gold & Diamonds launched a Mother’s Day campaign on May 1, 2026, highlighting evolving maternal relationships through digital storytelling featuring influencers and consumers across multiple generations.

Natural Diamond Council launched World Diamond Day on April 8, 2026, with participation across India and globally to promote natural diamond storytelling, industry engagement, and consumer connection.

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.

The objective of Gemological Science International (GSI) is not just to issue reports, but to help the trade build credibility with its customers through transparent and consistent certification, and ensure that certification, testing and education remain aligned with how the jewellery business is actually conducted on the ground, says Ramit Kapur, Managing Director, GSI, in a conversation with Dhwani Rathod.

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.

iAMORY has launched an Android and iOS app to strengthen its direct-to-consumer jewellery business in India, addressing discovery, trust and pricing transparency as digital channels reshape jewellery retail.

GIA plays a key role in establishing authenticity and trust in jewellery retail — it brings credibility, transparency, and confidence to the entire ecosystem, Amit Pratihari, MD, GIA India, tells Khursheed Mistry.

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.