Tanishq Unveils Diamond-Verification Partnership with De Beers

Titan-owned jeweler Tanishq has teamed up with De Beers to roll out diamond-verification centers at select retail locations across India.  

The program will offer customers in-store access to tools that can verify whether a diamond is natural or lab-grown, Titan announced last week. The move follows ongoing efforts between the two brands to promote natural diamonds in India. 

The Tanishq Diamonds Expertise Centre’s multi-tool system features five evaluation devices to inspect key facets of a diamond, including light performance, origin, inclusions and laser markings. Two of these tools are the Lightscope which measures a “diamond’s light performance,” an attribute that directly impacts its sparkle, as well as the SynthDetect, which “accurately distinguish[es] between natural and other alternatives.”  

“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,” said Tanishq CEO Ajoy Chawla. “This initiative is a bold step towards empowering them with real-time information through cutting-edge technology and expert guidance.” 

Tanishq has taken a firm position against lab-grown diamonds and does not sell them in its stores. The company recently reiterated that synthetics remain off the table, citing concerns over their long-term value. 

Image: A gala celebrating the launch of the new Diamond Expertise Centre. (Titan Company)