“We have seen an encouraging start to the festive season, with Zen Diamond India recording 30% growth in sales during Dussehra. As we head into Dhanteras and Diwali, we expect consumer interest to remain positive, supported by festive buying and wedding-related purchases. Natural diamond jewellery continues to be an important choice for these occasions, with consumers looking for designs that offer versatility and can be cherished for years to come.

This festive season, we are focused on offering customers greater value through our Dazzling Diwali and Magic Pricing initiatives. Under Dazzling Diwali, customers can earn a 1.5-gram 24KT gold coin for every ₹1 lakh spent on diamond jewellery. Through Magic Pricing, we are offering one-carat diamond rings at ₹3,99,999, against the original price of ₹5.8 lakh, and one-carat diamond earrings at ₹7,49,999, against the original price of ₹12.7 lakh.

We are also offering greater flexibility through initiatives such as #InstaOwn, with zero-cost, zero-interest and zero-down-payment EMI. Additionally, through #InstaUpgrade, customers can trade in their old gold, diamond and coloured stone jewellery and receive ₹2,400 above the selling price when they exchange it for diamond-studded jewellery at Zen Diamond. We believe these offers will give customers more reasons to consider natural diamond jewellery this Dhanteras, whether they are buying for themselves or choosing a special gift for their loved ones.”