MUMBAI:  Natural is in. That is natural diamonds versus the lab-cultured diamonds. No further proof of that is needed than  jewellery retail chain Jos Alukkas sales graph which has seen a 28 per cent uplift in diamond jewellery sales, reflecting a growing consumer preference for high-quality, natural diamonds.

The brand's commitment to elegant designs and quality has propelled this growth, aided by a recent partnership with the Natural Diamond Council (NDC) to boost awareness about natural diamonds.

The surge in sales signals a shift in consumer attitudes towards diamonds as symbols of personal style and sophistication. Key categories like engagement rings, wedding bands, and diamond necklaces have seen significant demand, driven by rising disposable incomes.

Jos Alukkas Group managing director Varghese Alukkas stated:  “India has become the second-largest market for diamond jewellery. Our 28 per cent  growth this financial year underscores the emotional connection customers have with natural diamonds. Our collaboration with the NDC enhances our mission to educate consumers about their brilliance and heritage.”

NDC managing director  India and the Middle East Richa Singh said that engaging content and workshops to elevate consumer understanding of ethical diamond sourcing were in the offing..

Jos Alukkas  managing director John Alukkas highlighted the future potential of the diamond market in India, predicting a growth of 150 per cent to $18 billion in the next decade. He pointed to the brand’s goal of making natural diamonds more accessible through innovative designs.

Managing director Paul J. Alukkas added that the company takes pride “in celebrating the legacy of natural diamonds and aims to build trust and admiration through our work with the NDC.”

Jos Alukkas has been a prominent name in the jewellery industry for over six decades, offering quality gold, diamond, and platinum designs. The company operates over 60 showrooms and an online store, maintaining a commitment to quality and innovation.