Tanishq is expanding its Diamond Expertise Centres (DXC) across its retail stores in the United Arab Emirates (UAE), extending diamond verification services to the wider public, including consumers who have purchased diamonds from other retailers.

The centres feature a Diamond Caratmeter, which enables customers to check whether a diamond is natural or laboratory-grown. The initiative is currently operational across 74 stores, with plans to expand the network to 100 stores.

The initiative builds on Tanishq's earlier introduction of Diamond Expertise Centres in India in partnership with De Beers. It extends the retailer's approach to transparency in diamond purchases by making verification technology accessible at the retail level.

Beyond diamond origin verification, the centres are equipped with specialised instruments that allow customers to examine different aspects of diamond quality.

The Clarity Viewer allows customers to view inclusions and examine clarity characteristics, while LightScope evaluates a diamond's light performance through brilliance, fire and scintillation. The Hearts and Arrows Viewer displays the optical symmetry pattern found in ideally cut round diamonds. A Marking Viewer enables customers to examine Tanishq's inscribed logo and the unique identification number on each stone.

The evaluation process is supported by an in-store gemologist who guides customers through the different instruments. The service is also open to non-customers, allowing consumers to bring inherited diamonds or stones purchased from other retailers for evaluation.

Arun Narayan, CEO of Titan Company's Jewellery Division, said the initiative extends the transparency approach introduced through Tanishq's gold Karatmeter to diamond jewellery.

He said, “The DXC applies that same conviction to diamonds …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.”

The UAE expansion reflects Tanishq's efforts to make diamond verification more accessible at the retail level, placing greater emphasis on transparency and informed purchasing decisions.