The new service targets lightweight, daily-wear and gifting-led jewellery, with four-hour delivery currently available across Mumbai and Navi Mumbai.

Senco Gold & Diamonds has partnered with Olocker to offer free jewellery insurance on qualifying purchases, covering snatching, robbery and housebreaking risks to customers across the retail network.

Prasad Jewellers has launched ‘Best in the Business’, a rap-led campaign in Western Odisha, targeting Gen Z and young millennials through social-first communication.

Aditya Birla Capital will enter India’s gold loan market, targeting 1,000 dedicated branches over three years as rising gold values support secured lending demand.

IAGES marked its first anniversary on August 8 in Mumbai, reporting 140+ accredited partners across 750+ stores in 235+ cities and continued efforts to strengthen gold industry standards.

Laboratory-grown jewellery brand Inarra Atelier has opened its first flagship store in Salt Lake, Kolkata, marking its offline retail debut as it expands beyond its digital-first business model.

Malabar Gold & Diamonds has appointed MS Dhoni as its brand ambassador in July 2026, supporting its Responsible Jeweller initiative through a global campaign across 450-plus retail stores and media platforms.

GIVA has launched a silver Pet Collection alongside its Raksha Bandhan campaign featuring brand ambassador Kriti Sanon, highlighting gifting for pet owners across its digital and retail channels in India.

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.