There’s something eternal about a woman and her love for diamonds — a sparkle that mirrors her spirit, a quiet strength cut and polished over time, and a brilliance that refuses to dim. From whispered dreams to bold declarations, diamonds have long been more than adornment — they’re reflections of identity, milestones, and memory.
Honouring this timeless bond, Tanishq, India’s most beloved jewellery house, in partnership with the globally iconic De Beers Group, unveiled a new era of elegance and empowerment with the Tanishq Diamonds Expertise Centre. A first-of-its-kind in the country, this landmark initiative reimagines the diamond-buying journey — replacing myth with meaning, and tradition with technology — to offer every woman clarity, confidence, and the power to choose brilliance on her own terms.
A Shimmering Shift Towards Transparency
In a world where the sparkle of a diamond often hides behind industry jargon and quiet assumptions, Tanishq’s new centre brings the entire experience into the light. From advanced tools that decode light performance to scientific devices that distinguish natural diamonds from simulants, this in-store experience strips away uncertainty and replaces it with truth, transparency, and trust.
“With the launch of the Tanishq Diamonds Expertise Centre, our aim is to set a new standard in natural diamond retail — one that transforms the buying journey into a transparent, educational, and truly immersive experience,” shared Ajoy Chawla, CEO, Tanishq, Titan Company Ltd. “By putting the power of information in our customers’ hands, we are enabling them to understand every facet of the diamond they choose — from its craftsmanship and sparkle to its origin and authenticity.”
Adding to the sentiment, Amit Pratihari, Managing Director, De Beers India, said, “Choosing a natural diamond is a deeply personal, emotional experience. Today we embark on a transformative chapter in jewellery retail — one that mirrors the essence of natural diamonds: Real, Rare, Responsible.”
A Night of Radiance: Where Fashion Met Forever
To celebrate this new era of sparkle, the launch evening unfolded like a dream — an intimate yet opulent affair that glowed with curated brilliance. From the moment one stepped into the venue, it felt less like a product launch and more like stepping into a world shaped by light, artistry, and emotion.
We were treated to a breathtaking preview of Tanishq’s most exquisite collections — from the regal Ethereal Wonders, where heritage kissed haute couture, to Radiance In Rhythm, the show-stopping collection that debuted at Paris Couture Week, redefining craftsmanship with its intricate settings and design narratives.
Every piece told a story. Every diamond felt like a poem.
As if the sparkle wasn’t enough, Sushmita Sen walked in — not just wearing diamonds, but embodying them. A vision of grace and quiet glamour, she was every bit the diva we remember and more. Her charisma wasn’t loud — it was magnetic. There’s something about the way she carries a room — effortless, yet unforgettable. In that moment, surrounded by brilliance, she didn’t just wear the jewels… she was the jewel.
Alongside her, we spotted the lovely Fatima Sana Shaikh and the elegant Sapna Pabbi, each radiating personal style and quiet sophistication, proving yet again that diamonds today are for every woman who knows her worth — and chooses to wear it, unapologetically.
Empowered by Insight, Elevated by Design
What sets this initiative apart is not just its sparkle — but its soul. The Tanishq Diamonds Expertise Centre puts the science behind the shine in the hands of the customer. Tools like the Lightscope and SynthDetect invite you into the journey of the gem — showing you the inner life of your chosen piece and making the selection not just meaningful, but empowering.
It’s a powerful shift — from passive purchase to informed celebration.
In a market often wrapped in mystique, Tanishq and De Beers have cut through the noise with clarity and purpose. The result is not just a new retail concept, but a cultural moment — one where every woman, no matter her age or aesthetic, can step into the world of diamonds not just to be adorned, but to be understood, celebrated, and empowered.
Because diamonds, after all, are not just about how they shine.
They’re about how they make her shine.
