We’ve seen it before. Indian craftsmanship travels west — diamonds from Surat, meenakari from Jaipur, jadau from Bikaner — only to return in repackaged, relabelled form, stripped of any mention of origin.

This is not a critique of global brands. On the contrary, it’s an indication of how highly they value the skills we have.  But it also raises an urgent question for our own industry: why are Indian jewellery brands still not at the forefront of global luxury?

One problem is the narrative, or the lack of a strong one. 

Organizations like the GJEPC have taken significant steps in this direction, from GI tagging to specialised HS codes for Indian-origin stones. But there’s a gap between verifying origin and using it as a brand asset. Origin isn’t just about paperwork, but about true pride. It’s about building names that signal luxury, heritage and artistry -- labels that go beyond talking about their manufacturing capability.

We do have names carving their niche. Gem Palace, Amrapali, Hazoorilal, have all made strides in brand-building. Their work is known, admired, and increasingly worn by global tastemakers. But it’s not enough. India has so much more to offer. 

So, what’s missing?

First, provenance adds premium value. When consumers understand the story behind the piece —where it comes from, who made it, why it matters — it enhances not just pricing, but perception.

Second, craft is soft power. The artistry of Indian jewellers is a powerful global asset. The world has already taken note. It’s time we did too.

Third, our supply chain deserves the spotlight. Our karigars, cutters, polishers, and regional clusters are not just the backend — they are the brand. We need to invest in making them visible, in championing their stories, and in building businesses that proudly reflect their origins.

At Indian Jeweller, we’ve spent years covering the depth and diversity of the Indian jewellery ecosystem. We don’t just report on the international market — we contextualize it, analyse it, and examine how Indian businesses can build from it.

Our upcoming issue continues this work. Through focused stories on design, craft, retail, branding, and the business of jewellery, we hope to contribute towards building the next generation of Indian jewellery brands — brands that don’t just compete, but lead.

It’s time we stepped into the spotlight. The product is ready. The talent exists. What remains is the will to claim it.

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