India’s Gem and Jewellery Export Promotion Council (GJEPC) launched the “Diamond Trails” project by globally recognised jewellery designer and artist Reena Ahluwalia during the IIJS Signature Show in Mumbai.
This initiative integrates visual art, storytelling, and community engagement to spotlight the significance of natural diamonds in the jewellery industry.
A Collaborative Effort
“Diamond Trails” brings together five stories written by distinguished contributors—Avi Krawitz, Shanoo Bijlani, Grant Mobley, Sonia Esther Soltani, and Reena Ahluwalia herself. These narratives are paired with five diamond paintings created by Ahluwalia over more than a year. The project explores themes of collaboration and the evolving perception of diamonds within contemporary culture.
Reena Ahluwalia commented on the initiative:
“The Diamond Trails project involves both paintings and stories, and is a mission of impact. Our industry has an incredible pool of journalistic talent. I sought contributors who have proven their mettle through years of exceptional work, making immense contributions to our industry. They are not only respected but also have an ability to dig deep and understand the nuances of the diamond industry. Most importantly, they demonstrated the generosity of spirit and a willingness to always extend themselves in support of our industry. These are the traits that define the Diamond Trails Collective.”
Industry Support and Philanthropy
Proceeds from the sale of the paintings will support charitable causes, reflecting the initiative’s focus on fostering positive change. GJEPC Chairman Vipul Shah expressed the Council’s support:
“The Diamond Trail initiative celebrates the unity of art, storytelling, and philanthropy of natural diamonds in a unique way. The Council is proud to support Reena Ahluwalia’s Diamond Trails project, which highlights the timeless beauty of natural diamonds while supporting charitable causes. This initiative reflects our ongoing commitment to collaboration and creating positive change within the gem and jewellery industry.”
Implications for Jewellers
The project reflects a shift in how the jewellery industry communicates the value of natural diamonds. By focusing on storytelling and symbolic meaning, it emphasises the changing consumer perspective on diamonds as more than just luxury items.
Jewellers and industry professionals attending the IIJS Signature Show are encouraged to visit the project at Booth Jio-K 19 at the Select Club, JWCC, from January 4–7, 2025.
For further information or to purchase the artworks, visit Diamond Trails.
