At the 41st edition of the India International Jewellery Show (IIJS Premiere), held at the Jio World Convention Centre, Mumbai, De Beers Group unveiled a trio of landmark initiatives that mark a new chapter for the natural diamond industry in India. As the country has become firmly established as the world’s second largest market for diamond jewellery, De Beers Group reaffirmed its commitment to nurturing growth, authenticity and emotional connection in the sector through the launch of its digital platform INDRA, the emotionally resonant “Love, From Bestie” bracelet ritual campaign and the pioneering Institute of Diamonds.
