Tanishq Revolutionizes Diamond Buying with In-Store Scientific Verification
For decades, purchasing a diamond in India has been an act of faith—relying on certificates, complex grading jargon, and the jeweller's reputation. Now, Tanishq, a leading jewellery brand under Titan Company Limited, is transforming this experience by replacing belief with tangible evidence. The brand is rolling out Diamond Expertise Centres (DXC) across its stores, dedicated in-store laboratories where shoppers can scientifically examine diamonds using specialised equipment.
From Backroom Labs to Customer-Facing Innovation
Behind this initiative is Arun Narayan, CEO of Jewellery at Titan Company Limited. In an exclusive interview, Narayan revealed that DXC represents over a decade of internal work on diamond integrity, aiming to make transparency visible in an industry long shrouded in mystique. Titan's journey with diamond verification began nearly 15 years ago with a sourcing office in Mumbai's Bandra-Kurla Complex, equipped with industrial-grade machines for testing authenticity and quality before stones reached showrooms. However, this scrutiny previously occurred out of customers' sight.
The turning point came three years ago with the launch of Celeste Solitaire, a patented diamond cut using nano-faceting to enhance light performance. Narayan recalls the internal debate: "If we are saying this has the best sparkle, do we expect the customer just to take our word for it? Or do we need something they can verify?" This led to the development of the Lightscope, a device that measures brilliance, fire, and scintillation beyond the traditional four Cs, providing numerical data on dazzle.
Expanding to a Comprehensive Diamond Expertise Centre
From a single instrument, DXC has evolved into a multi-tool setup that brings laboratory-grade evaluation directly to the shop floor. It examines weight, clarity, light performance, symmetry, and laser markings, enabling customers to see the science behind the sparkle. Key components include the Diamond Caratmeter, which distinguishes natural from lab-grown diamonds and measures weight without removing stones from settings, and a clarity viewer that magnifies internal characteristics against the GIA Standard Inclusion Chart.
Narayan emphasizes the shift: "The idea is to move diamond assessment from abstraction to evidence." By translating complex gemological processes into visual, real-time demonstrations, DXC transforms the buying experience from mere explanation to hands-on examination.
Piloting and Scaling Across India and Beyond
DXC was first piloted not in stores but as part of travelling customer events across cities and small towns. Narayan notes, "We carried the entire setup around India. It created so much interest that we realised, this shouldn't be occasional. This should be permanent." Currently, about 30 centres operate in India and Dubai, with aggressive expansion plans: 70 by the end of the month, 100 next month, and eventually, every new store will feature a DXC as a default setting.
Reinforcing Trust in a Post-Pandemic Era
The urgency for such transparency was heightened during the COVID-19 pandemic. Narayan explains, "Trust is integral in jewellery, but it's also something you must reinforce from time to time." Drawing parallels with Titan's earlier introduction of Karatmeters for gold ahead of government hallmarking norms, he felt diamonds required a similar reset. DXC allows customers to compare stones on screen, examine inclusions, test origin, and even evaluate jewellery bought elsewhere.
Notable instances include a customer in Patna who discovered her seemingly worthless piece contained natural diamonds, and others who found the opposite. Narayan states, "Both are impossible to judge with the naked eye, but either way, the customer walks out empowered."
Distinguishing Tanishq in a Crowded Market
When asked how Tanishq stands out, Narayan is direct: "The honest answer is come to the boutique and decide for yourself." Even craftsmanship is open to scrutiny, with store associates providing magnifying glasses for inspecting surface work. He reiterates, "A certificate tells. DXC shows."
Introducing the Soulmate Diamond Pair Collection
Alongside DXC's scientific approach, Tanishq has launched the Soulmate Diamond Pair (SDP) collection, a romantic counterpoint featuring engagement rings with two diamonds cut from the same rough crystal. Narayan frames this in geological terms: "A diamond is the oldest thing you will ever touch in your life—billions of years old. When two people are starting a life together, what could symbolise everlasting togetherness better than stones that were born together?" He adds that these paired diamonds have technically spent a billion years side by side.
Claiming Global Firsts and Future Strategy
Narayan asserts that both DXC and SDP are world-first concepts, not found in global jewellery markets. Looking ahead, with volatile gold prices causing buyer anxiety, Tanishq is focusing on reassurance through exchange schemes, price-locking offers, and savings programmes. Narayan quips, "There is no change in change," emphasizing the brand's steady approach to reducing customer anxiety and boosting confidence.
For a brand that redefined gold retailing, DXC represents a structural shift towards replacing mystique with microscopes and persuasion with proof. In India's evolving jewellery market, where lab-grown stones, rising prices, and informed consumers are reshaping expectations, this initiative may signal a long-term transformation in how trust is designed and delivered.
