As a part of their Diwali celebrations, the International Gemological Institute, IGI India, declared open a contest 'Flaunt Your Stone. Share The Story' on October 8, 2017. IGI India celebrated the stories of people who embraced an emotional connect with their diamond. The participants had to share their stories and a picture of them with the jewelry. The contest ran for a span of five days, culminating on October 13, 2017. IGI India saw an incredible number of entries pour in from across the country and each of the participants had a great story to share about their prized possession. The contest explored the sentimental value and the passion for diamonds that a person shared with their piece of brilliance and the priceless memories that the diamond seemed to have captured in its baroque.

On October 18, 2017, three participants whose stories celebrated their moment in time with the diamond won the contest. Sanchita Bhartiya from Kanpur, Surbhi Sharma from New Delhi and Krishna Khajanchi from Bengaluru were declared winners.