Namibia signed the Luanda Accord in Cape Town on February 9, 2026, while GJEPC and DMCC agreed pathways toward Natural Diamond Council membership to support global natural diamond marketing efforts.

Senco Gold & Diamonds on February 2, 2026 in Kolkata launched ‘The Shape of You’, introducing face-shape analysis in stores and its app to guide jewellery selection decisions.

De Beers will present Voyage Through the Diamond Realm at India Art Fair 2026 in New Delhi from February 5–8, marking its India debut to position natural diamonds within art and culture.

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.

GJEPC announced “Quantum Couture” as the theme for Artisan Jewellery Design Awards 2026 on 22 January in Mumbai, outlining three design categories and opening entries for industry and student participants nationwide.

De Beers Group introduced its ‘Heera Hai Aapke Liye’ program at IIJS Bharat Signature to strengthen natural diamond demand in India by enabling retailers through the INDRA alliance and expanding structured access nationwide.

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.

Kalyan Jewellers, on January 13, 2026, announced an association as the Official Style Partner of RCB Women for Women’s T20 League 2026, aligning visibility with the team’s season campaign in India.

IIJS Bharat Signature 2026 opened at JWCC, Mumbai, bringing together industry leaders, and 1,600 exhibitors and global buyers; with a focus on exports, product launches, and knowledge sessions, the show is likely to set the tone for the industry for the rest of the year.

IIJS Signature is the first jewellery event of 2026, and it will set the tone for the rest of the year, says Shaunak Parikh, Vice Chairman, GJEPC, in a conversation with Dhwani Rathod.

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.

Khimji Jewellers has appointed Rajat Verma as Chief Marketing Officer to oversee brand strategy, marketing operations and support retail expansion initiatives as part of the company’s leadership team in India.

PC Jeweller has partnered with the Uttar Pradesh government to help 1,000 certified goldsmiths transition into jewellery entrepreneurs through training, market access and support under state and central schemes.

Indian jewellery retail is undergoing a quiet but powerful shift. Consumers are not buying for rituals or gold value anymore — they are buying for identity, wearability, and emotional connection. Retailers must adapt or risk falling behind.