The UAE’s first centre offers customers expert diamond verification and enhanced transparency in diamond buying.
Dubai: Tanishq, one of India’s leading fine jewellery brands and part of the Tata Group, has announced the launch of its Diamond Expertise Centre (DXC) across its boutiques in the UAE. The region-first initiative brings professional-grade diamond verification technology directly to customers, marking a significant step towards greater transparency and trust in diamond retail.
Designed as an interactive, open zone within each boutique, the DXC integrates seamlessly into the shopping experience, enabling customers to explore, compare and understand diamonds at their own pace. Equipped with advanced, laboratory-grade instruments traditionally used in specialist gemmological laboratories, the centre makes diamond evaluation more accessible, transparent and easy to understand.
The Diamond Caratmeter enables customers to distinguish natural diamonds from synthetic alternatives, a difference that cannot be identified with the naked eye. The technology brings this level of verification directly to the retail floor, a first for customers in the region.
Speaking about the philosophy behind the Diamond Expertise Centre (DXC), Arun Narayan, Chief Executive Officer, Jewellery Division, Titan Company Limited, said, “The launch of the Diamond Expertise Centre draws on the ideas that have defined Tanishq since its earliest days in the market. When the brand first introduced the gold Karatmeter, we gave customers the ability to verify the purity of their gold purchase for themselves. It was a defining act of transparency at a time when the industry relied almost entirely on trust. We changed the way customers experienced gold buying in this region because we believed that transparency was not a risk; it was a responsibility.”
He added, “The DXC applies that same conviction to diamonds. Today’s customer is far more informed, curious and involved in the buying journey than ever before, and they deserve to see the evidence themselves, not simply take a brand’s word for it. We want every customer who walks out of a Tanishq boutique to feel not just assured, but genuinely certain, because they have seen the proof themselves.”
Narayan further highlighted the changing role of transparency in diamond retail, noting that customers have traditionally relied on expert guidance, certification and reassurance to understand diamond quality. The DXC seeks to bridge the gap between technical expertise and the customer experience by making diamond evaluation more tangible, interactive and accessible.
Each instrument at the DXC allows customers to examine a different aspect of diamond quality. The Clarity Viewer magnifies stones so customers can observe inclusions and better understand their clarity grades, including VVS, VS and SI. The LightScope demonstrates a diamond’s light performance across brilliance, fire and scintillation, while the Hearts and Arrows Viewer reveals the optical symmetry patterns associated with precision-cut round diamonds.
The Marking Viewer displays Tanishq’s inscribed logo and unique identification number on each stone, supporting authenticity verification and traceability. An in-store gemmologist guides customers through the instruments and explains the results, helping them make informed purchasing decisions.
The service is open to all customers, who can verify diamonds from Tanishq’s collection or bring in their own stones for evaluation, including inherited jewellery and diamonds purchased elsewhere. This approach extends the centre’s focus on transparency beyond the purchase of new jewellery.
The DXC also offers customers considering Tanishq’s Celeste solitaire collection an opportunity to explore its light performance through the LightScope and compare the visual characteristics of different diamonds.
The initiative is supported by Tanishq Gemmological Lab (TGL), established in 2002, which has evaluated more than 100 million diamonds over two decades. The laboratory draws on specialist expertise and advanced testing technologies to assess diamonds against the four Cs—cut, colour, clarity and carat weight—as well as additional light-performance parameters.
According to Tanishq, its evaluation process involves 11 PhD-level specialists and technologies such as spectrophotometry and Raman spectroscopy. Only around five per cent of the diamonds assessed meet the brand’s selection criteria. Every diamond-studded piece carries a TGL Certificate of Authenticity, and the brand states that its diamonds are responsibly sourced, conflict-free and compliant with the Kimberley Process.
The Diamond Expertise Centre builds on Tanishq’s legacy of making product quality more transparent to customers. Following the introduction of the gold Karatmeter, the DXC extends the same approach to diamonds, enabling customers to explore their characteristics through direct observation and expert guidance.
The Diamond Expertise Centre is now available across Tanishq boutiques in the UAE. Customers can visit their nearest boutique to experience the facility and consult an in-store gemmologist.
