By Jignesh Mehta, MD and Founder, Divine Solitaires
Divine Solitaires highlights its FY26 strategy, driven by evolving consumer behaviour, innovation, and strong demand for natural diamond solitaires in India.
Year of Transformation
The 2026 fiscal has been a defining year for Divine Solitaires, a turning point of sorts that posed several challenges but also opened new opportunities. It was a year that kept us on our toes and pushed us out of our comfort zone to rethink our business strategies and align with shifts in the market as well as in consumer expectations.
Market Dynamics
High gold prices, market fluctuations, demand and supply gaps as well as a growing category of young, informed millennials with large disposable incomes and new design orders, have all collectively contributed to the demand for natural diamond solitaire jewellery in India.
Consumer Sentiment Shift
We saw a sharp rise in younger buyers with higher disposable incomes, individuals who researched deeply, understood certification, compared value, and preferred long-term worth over fleeting trends. This growing maturity among buyers reinforced our belief that the future of natural solitaires was strong, provided we tapped into the potential this segment offered with clarity and responsibility.
Consumers sought authenticity, value, and meaning when they stepped into our stores, creating a conducive and smooth purchase environment, directly reflected in the growing demand for certified diamonds. This purchase sentiment also reflected a shift towards quality, transparency, and trust in the purchasing process by retailers.
Growth Performance
For Divine Solitaires, FY 25–26 was a year of disciplined growth and sharper execution. We hope to close the financial year with nearly 30–35% growth over the previous year, driven by strong partner trust and sustained consumer confidence. We continue to add over 1,500 customers every month, with more than 35% being first-time diamond buyers, a clear indicator that the category is expanding beyond its traditional audience.
Innovation Focus
A significant contributor to this growth momentum has been our continued focus on innovation within the natural diamonds space. We introduced the Intense and Vivid Yellow Diamonds and also saw growing interest for fancy diamond shapes like an oval or pear. We delved deeper into smaller diamond sizes in 0.04 to 0.09 carats, which helped us improve overall profitability by over 30% compared to previous years. Rather than extracting short-term gains, we chose to reinvest these earnings into brand building and expansion, strengthening the foundation for long-term growth.
Omni Channel Strategy
Today, Divine Solitaires is present across 215 stores in 108 cities, operating through a Shop-in-Shop model with some of the most reputed jewellers in each market. This approach has not only allowed us to remain accessible to our consumers living in Tier II/III and beyond cities but also helped us focus and gain expertise in a consumer-facing category that is still evolving in India. While nearly 95% of our sales continue to come from offline channels, we strongly believe that every purchase today is influenced by omni channel touch points, with a strong digital presence playing an equally decisive role in building trust before the final in-store decision.
Changing Purchase Occasions
Another encouraging trend we observed in 2025 was the widening scope of natural diamond solitaires as celebratory purchases. From weddings, engagements, and other, once-in-a-lifetime milestones being key drivers for a purchase, we’ve observed a shift to include more ordinary milestones-led purchases like anniversaries, birth of a child, and purchase of a new home, career achievements, and even self-gifting. We saw a surge in this trend during Dhanteras and festive buying seasons but also at venues like The Solitaire Festival of India (TSFI), where solitaires were positioned not just as jewellery, but as markers of life moments.
Future Outlook
Looking ahead to 2026 and beyond, we remain optimistic about where the industry is headed. The ₹25,000 crore solitaire diamond jewellery market in India is the fastest-growing segment within the gems and jewellery industry. As a focused brand in this category, our ambition is to build scale responsibly and increase our market share through strategic planning and execution of strategies.
Brand Commitment
The value of natural diamonds has endured through generations not because of trends, but because of what they represent — trust, permanence, and emotional value. As we move into the next fiscal, Divine Solitaires remains committed to building a resilient, value-led solitaire business that grows with its partners, evolves with its consumers, and stands the test of time.
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