Indian jeweller Jos Alukkas has announced a 28% surge in diamond jewellery sales over the first nine months of the current financial year. This growth aligns with the brand’s collaboration with the Natural Diamond Council (NDC), a partnership aimed at promoting consumer awareness about natural diamonds.
The increase in sales reflects a broader trend in India, the world’s second-largest market for diamond jewellery, where rising disposable incomes and evolving consumer preferences are contributing to increased demand for natural diamonds.
Market Growth and Consumer Trends
Jos Alukkas has attributed the 28% growth to the heightened demand for diamond jewellery across key product categories, such as engagement rings, wedding bands, and necklaces. According to the company, this uptick reflects an increasing preference among Indian consumers for diamonds as a part of their personal style.
Speaking on the occasion, Varghese Alukkas, Managing Director of Jos Alukkas Group, remarked:
“India has emerged as the second-largest market for diamond jewellery, underscoring the nation’s deepening appreciation for natural diamonds. At Jos Alukkas, we have recorded an impressive 28% growth in diamond sales in the first nine months of this financial year. This remarkable performance reflects the emotional connection and aspirational value natural diamonds bring to our customers.”
Partnership with the Natural Diamond Council
As part of its efforts to promote natural diamonds, Jos Alukkas has partnered with the NDC to educate consumers on the enduring value of natural diamonds. The collaboration will include creating content, hosting workshops, and providing sales teams with resources to communicate the qualities and sourcing of natural diamonds.
Richa Singh, Managing Director of the Natural Diamond Council for India and the Middle East, commented on the partnership:
“We are delighted to collaborate with Jos Alukkas to spread awareness about the unparalleled qualities and ethical sourcing of natural diamonds. Through this partnership, we aim to reach a wider audience by creating engaging content, hosting workshops, and equipping sales teams with tools to narrate the extraordinary journey of natural diamonds. Together, we hope to drive sustainable growth and reinforce the importance of natural diamonds as a key contributor to India’s jewellery industry.”
Broader Implications for the Indian Jewellery Industry
India’s diamond jewellery market is poised for significant growth, with projections suggesting a 150% increase in value to $18 billion over the next decade. Jos Alukkas plans to respond to this trend by offering designs that emphasise the appeal of natural diamonds.
This growth reflects both India’s economic trajectory and a rising interest in jewellery that embodies quality and heritage.
John Alukkas, Managing Director of Jos Alukkas Group, stated:
“India continues to lead the global diamond market, with projections estimating the sector to grow by 150% to $18 billion in the coming decade. At Jos Alukkas, we see natural diamonds not just as symbols of luxury but as reflections of individuality, artistry, and sophistication. Our goal is to make these treasures more accessible to consumers through innovative designs that resonate with modern lifestyles.”
Sustaining Growth Through Collaboration
Jos Alukkas is aligning its strategies with changing consumer preferences and collaborating with the Natural Diamond Council to promote natural diamonds.
As Paul J Alukkas, another Managing Director of Jos Alukkas, noted:
“At Jos Alukkas, we take immense pride in our efforts to celebrate the legacy of natural diamonds. Through our partnership with the Natural Diamond Council, we aim to inspire trust and admiration for natural diamonds while championing their positive impact on global communities.”
This collaboration highlights the importance of consumer education and innovation in driving sustainable growth for natural diamonds, helping to maintain their relevance and appeal in the evolving market.
