De Beers Group, the world's leading diamond company, in association with the Gem & Jewellery Export Promotion Council (GJEPC), announced its collaboration with JioStar for the cricketing season, bringing natural diamond jewellery to the forefront of the broadcast through the accessorization of the women anchors with natural diamonds.
This collaboration seamlessly blends the energy of cricket with the timeless allure of natural diamonds. Throughout the season, anchors will showcase exquisite natural diamond jewellery from statement neckpieces and cocktail rings to layered bangles and bracelets adding a touch of brilliance to the broadcast. In a first-of-its-kind initiative, the anchors will also host a dedicated segment called ‘Real Diamonds of the Week,’ a tribute to cricketing stars who, much like natural diamonds, symbolize brilliance, resilience, and a timeless legacy.
One of the most exciting aspects of this partnership is what it says about how India's relationship with natural diamonds is changing, particularly among men. De Beers Group's & GJEPC’s association with Abhishek Sharma and Suryakumar Yadav who speak directly towards this shift. Both cricketers are known for performing under pressure and carrying their personality with equal confidence off the field. Their connection with natural diamonds is not just a campaign moment. It reflects a broader cultural change where diamonds are no longer reserved for milestones but worn as a mark of personal identity and quiet confidence.
Shweta Harit, SVP, De Beers Group, said, "India is reimagining its relationship with natural diamonds, and our partnership JioStar is a celebration of that evolution. Much like the game of cricket, a natural diamond represents something that is earned, enduring, and remarkably rare. By connecting with the high-performance world of cricket, we are showcasing that natural diamonds are no longer just for distant milestones, they are a modern symbol of identity, resilience, and personal achievement."
Kirit Bhansali, Chairman, GJEPC, added, "India’s journey with diamonds is evolving from being the world’s leading manufacturing hub to becoming one of its fastest-growing consumer markets. Today, India is the world’s second-largest diamond jewellery market and is projected to reach INR 1,500 billion by 2030. The broadcast, with its massive viewership and cultural significance, provides a powerful platform to accelerate this shift. This partnership will help bring natural diamonds closer to a new generation of consumers, reinforcing their relevance in modern lifestyles."
The involvement of GJEPC alongside De Beers Group gives this collaboration an added layer of significance. Together, they represent India's natural diamond and jewellery industry at its highest level and their collaboration with JioStar is a statement of ambition for the sector as a whole. From the studio to the field, natural diamonds are no longer waiting on the sidelines. They are in the game.
