Tanishq Unveils Diamond Expertise Centres to Clarify Natural vs Lab-Grown Gems

Celebrating three decades of trust and craftsmanship, Tanishq, India’s premium jewellery brand under the Tata Group, has launched a groundbreaking initiative — Diamond Expertise Centres. These centres aim to end the growing confusion around lab-grown vs natural diamonds, a topic gaining traction amid rising concerns over diamond authenticity.

What Are Diamond Expertise Centres?

Objective: Empowering Customers with Scientific Certainty

Tanishq’s newly introduced Diamond Expertise Centres are designed to give customers complete transparency while shopping for diamonds. Developed in collaboration with De Beers Group, the initiative ensures that each buyer walks away with complete confidence in their purchase.

“The biggest question our customers ask is — are your diamonds natural? We now have the technology to answer that with absolute certainty,”
— Ajoy Chawla, CEO, Tanishq

These in-store centres offer a tech-powered, scientific approach to diamond verification, making the purchasing experience both educational and reassuring.

Tools That Build Trust: What’s Inside the Centres?

Cutting-Edge Technology to Test Authenticity

The centres include five advanced gemological tools that simplify diamond understanding:

• Lightscope: Measures brilliance and sparkle

• SynthDetect: Identifies lab-grown vs natural diamonds

• Gemologist-led consultations: Explain cut, clarity, and value in easy-to-understand language

Currently active in three Bengaluru stores, the rollout is set to expand rapidly:

"The centres will be expanded to 200 stores this fiscal and eventually all 500 stores nationwide," the brand announced.

From Heritage to Haute Couture: Tanishq's Evolution

Marking the milestone celebration in Delhi NCR, Tanishq also highlighted its journey — from traditional designs to global, avant-garde fashion. A highlight was the “Radiance in Rhythm” collection, featuring natural diamonds in futuristic settings, recently showcased at Paris Couture Week.

Reaching Gen Z and Millennials with Innovation

Tanishq has served 1.3 crore customers, attracting 1.2 million new buyers every year — many of whom start their journey with diamond-studded jewellery. The younger audience, especially Gen Z and millennials, are increasingly turning to accessible luxury.

Brands like Mia and CaratLane, both under Tanishq, offer 14K and 9K gold options, catering to shifting tastes and rising gold prices.

Global Concerns: What About US Tariffs?

On the sidelines of the Delhi event, Chawla addressed the uncertainty around potential US tariffs on Indian jewellery:

“It’s too early to react. The industry will adapt — it always does. The government understands the sector’s role in exports, and we believe good sense will prevail.”

Future of Diamonds: Clarity, Science, and Trust

Tanishq’s latest move is not just a branding strategy — it’s a consumer-first initiative focused on trust, clarity, and science-backed transparency.

“This is about putting the power back in the customer’s hands,” said Chawla.
“It’s about building trust — not just for today, but for the next 30 years.”

In an age of sparkle and imitation, Tanishq is placing authenticity and education at the forefront — a move likely to shape the Indian diamond market’s future.

Conclusion

Tanishq’s launch of Diamond Expertise Centres marks a significant leap in restoring trust in natural diamonds amidst the growing popularity of lab-grown alternatives. At a time when consumers are increasingly uncertain about the authenticity and long-term value of their jewellery, this initiative offers a much-needed scientific and transparent buying experience.

By integrating cutting-edge tools such as SynthDetect and Lightscope into its stores and offering expert gemologist consultations, Tanishq is empowering customers to make informed decisions. This move not only reinforces the brand’s unwavering commitment to authenticity but also sets a new industry standard for diamond retail in India.

With plans to expand these centres to 500 outlets, Tanishq is positioning itself as the guardian of natural diamonds in the face of an evolving market. By blending trust, technology, and tradition, the brand is future-proofing its legacy and ensuring that the brilliance of its diamonds continues to win the confidence of the next generation of buyers.